Domotex, which takes place annually in Hannover, Germany, is the most significant and remarkable exhibition event in the world for carpets and all forms of flooring. In 2023, it will take place in January from the 12th to the 15th in Germany.
Due to Domotex Hanover’s success, the organizing company decided to host comparable trade shows under the Domotex brand all over the world, facilitating better access for producers and customers from various areas of the world to the carpet and flooring industry latest products and innovations.
The American market is one of these alluring carpet and flooring destinations because America holds the most robust carpet and flooring market in the world, there are several prospects for solid countries in the flooring sector, including Turkey, India, Belgium, the Netherlands, China, etc., besides the existence of international carpet and flooring leaders in America.
- The United States is the biggest machine-made carpet importer in the world:
About $2 billion and 600 million worth of machine-made carpets were imported into America in 2021. With 600 million dollars, Germany is the second country on this list!
- The majority of Tufted carpets are imported into America:
Tufted carpet imports to the United States totalled $1,127,000,000 in 2021. With 854 million dollars, England is second among the top importers of tufted carpets.
- A major importer of handmade carpets is the United States:
In 2021, America imported handmade carpets valued at roughly 480 million dollars. England comes in second place on this list with only 78 million dollars!
America is a big market for all types of flooring, including laminate, stone, parquet, machine-made carpets, tufted carpets, handmade carpets, and wooden floors. Still, it has its standards, values, and norms. There is no doubt that Domotex won’t find it simple to establish a strong brand in America.
A Credible Rival: Surfaces
Not to be overlooked is the fact that Domotex will face stiff competition from the Surfaces show, which has earned the trust of significant American distributors and retailers. Domotex’s influence on this powerful exhibition cannot be underestimated, even though the state of Atlanta and the city of Georgia were chosen as the event hosts.
Even American flooring experts agree that this sector does not require another exhibition. It must be acknowledged that the Surfaces show will cast a shadow over any future trade fair option for at least a few years.
A Good Location selected
First, Atlanta is the perfect location for Domotex because it is home to many of the largest flooring producers in the United States and the rest of the world, including Shaw Carpet, Mohawk Carpet and Flooring Industries, Milliken Flooring and …
Additionally, Atlanta on the east coast of America is situated in front of Las Vegas on the west coast, where the Surface exhibition is located, positioning these two brands to have the least possible influence on one another. It should be remembered that the eastern side of the US contains more than 70% of its population.
Domotex USA was held twice in 2019 and 2020 before being suspended in 2021 and 2022 due to the Corona pandemic. We anticipate hearing good news about Domotex USA 2023.
Turkish carpet manufacturers in the Run-up for Domotex USA
There are undoubtedly numerous reasons for Turkish machine-made carpet makers to be among the most passionate attendees of Domotex in the USA.
The first factor might be Turkish producers and exhibitors’ intense devotion and connection with Messe Hannover. Famous and well-known Turkish companies have consistently participated in Domotex for many years. As a result of their continued participation in Domotex, they have been able to dominate international markets and rank among the most significant carpet exporters in the world. It may help boost Turkish companies’ visibility in Domotex USA.
On the other hand, Corona has been a blessing for Turkish carpet manufacturers since the government prevent the Chinese goods from entering the American market, allowing it to take advantage of the situation and strengthen its position there. Turkish machine-made carpet exports to the United States have increased significantly over the past several years and now total more than $1 billion.
For more competitiveness in this market, several Turkish businesses have created storefronts, logistics teams, and sizable carpet warehouses in America in collaboration with the Turkish government. It’s intriguing to note that in 2021, the United States alone imported carpets created by machines for $2 billion and 600 million.
Germany, which imported machine-made carpets worth around 613 million dollars, will be the second-largest importer in the world in 2021. This discrepancy may point to Turkey’s significant reliance on the American market.
Another significant factor is the Turkish government’s support for exports and its integration of the American market as a target market. It means that the Turkish government will accomplish everything conceivable to assist the presence of Turkish businesses in the United States, from export incentives and exhibits to establishing export logistics facilities there.
In summary, it can be claimed that Turkish manufacturers in industries like machine-made carpets, parquet flooring, and furniture have high hopes for the American market.
The Hanover Trade fair Company has hosted carpet and flooring events for more than 30 years, so it is yet to be seen if Domotex USA can establish itself as a strong brand in the Domotex showcase, given its resources, power, and more than 30 years of experience.
Iran As A Major Player, yet It Has Been Shunned
Iran is a significant player in the hand-woven carpet market but has spent many years relegated to the periphery of the ring due to the actions of the Iranian government and US sanctions. These days, Iran is not known for its distinctive hand-woven carpets but for its women’s fight for liberation and hashtags such as “#Mahsa_Amini” and “#Woman_Life_Freedom.” Before President Trump forbade the import of Iranian handmade carpets into America’s luxury and expensive flooring market, Iranian carpets played a significant role in the previous years’ luxury and expensive flooring market.
Domotex and the Quest for Globalization
Domotex China as A significant Stride in Globalization
Domotex China was a significant step in internationalizing the Domotex brand, which Messe Hannover managed successfully. As a result, Domotex China has grown to become the most effective carpet and flooring exhibition in East Asia and has already had 22 successful events. However, it has been put off for roughly two years due to China’s tight coronavirus regulations at the time.
Domotex Turkey; a journey from Dubai to Gaziantep
Domotex has made Turkey a potent brand in the Middle East and West Asia by relying on its more than thirty years of experience organizing carpet and flooring exhibitions. In the Turkish city of Gaziantep, which serves as the global hub for manufacturing and exporting carpets made by machines, this event is now well-organized.
Domotex Turkey is the continuance of the Middle East Domotex show, which began in Dubai in 2006. In truth, Messe Hanover had intended to select Dubai as the location for a Middle East exposition. Still, after a few years, the Demotex Middle East exhibition in Dubai experienced a decrease, prompting the organizers to choose Istanbul as the exhibition’s following location. When Demotex could not achieve its goals in Istanbul, it finally landed its bewildered ship in Gaziantep, where it found calm and achieved its objectives.
Domotex Russia; the Alienated Member
One of the initiatives that fell short of the standards set by the carpet and flooring industries worldwide was Domotex Russia. It is almost no longer the focus of the Hanover Exhibitions Company’s attention after being held in Russia since 2015. It is unlikely that Domotex will be held in Russia again, given the country’s present political climate and the departure of all European brands from it. It may be claimed that having a carpet and flooring show in Russia was a less-than-pleasant experience.
Domotex Mexico
According to the coordinator of the Domotex exhibition in December 2018, Domotex Mexico is one of the globalization projects for the Domotex brand and It is the final step in the brand’s global expansion. This exhibition is awaiting its future after a term of holding in 2019. We should wait and see Domotex Mexico’s ability to distinguish itself as a new brand or whether it will join Domotex Russia and Domotex Dubai in the annals of history is still up for debate.
By: Behnam Ghasemi / MENA Carpet News
