Three thousand of the most motivated people in the interior design world have taken a glimpse into the future at Schmidt’s glittering Euroforum 2022 event in Madrid.
The Europe-wide gathering is so large that Schmidt’s showroom owners from the UK, France, Germany and Spain attend in separate sessions during the 15-day extravaganza.
Billed as Hola Mañana, or Hello Tomorrow, the event certainly lived up to its name with franchisees able to see the designs, colour schemes, products and finishes Schmidt will be launching in 2023.
UK showroom owners were particularly impressed by Group Sales Director Thierry Sybord, pictured below, who told them: “ Our ambition in the United Kingdom is to make Schmidt the reference brand in kitchen and interior design, in the spirit of ‘Home Schmidt Home’, the French art of living.” The event was just as momentous for the brand itself, as it was the first time Schmidt’s European network had been able to gather in person at one of the usually annual gatherings since the pandemic struck.
The sheer enthusiasm for everything Schmidt was palpable as Euroforum brought together Head Office teams and franchisees from its showrooms around the world to swap news, celebrate successes, share best practices, and compare their different countries’ marketing strategies.
Designed and built from scratch by Schmidt’s own experts in Madrid itself, the many displays at Euroforum were set up to help attendees feel they were stepping into a genuine home environment, passing from living room to bedroom to kitchen.
Aiming to be the undisputed home designer of choice throughout Europe, Schmidt’s chic, elegant design, showroom owners heard, was just the starting point.
Originally famous for its custom-built kitchens, Schmidt now designs products for the entire home, including the living room, dining room and bedroom – and that widens the opportunity for franchisees who have so much more with which to tempt clients.
This diversity of income streams is set to grow further still with Schmidt’s new highly customised architectural solution – Wonderwall – a stylish divider between rooms. This new product serves two purposes: either separate your room while keeping the same atmosphere or change it entirely to get more privacy.
Either way, Schmidt has developed features to include doors, open shelves, a wine cellar and many other options for smart storage space, which is very beneficial for small flats in the UK.
Schmidt’s adaptable design is acting as a chameleon, fitting in with whatever homeowners want from their property, whether that’s cooking and entertaining or hosting the wine club.
New product ranges
Among the eye-openers Euroforum visitors enjoyed, in exclusive previews, were Schmidt’s four themes for 2023: the Scandi-vibed Slow Life ; Urban Life, with a mixture of everything in one room, such as a bar, storage, or pantry; Aesthete, an open-plan design that continues into the garden; and Nature, with its organic vibe and a new colour palette.
One of the outstanding new offerings franchisees were able to see in advance was Schmidt’s design collaboration with world-renowned Christian Lacroix, pictured below.
Towards B Corp certification
Schmidt has always had a focus on environmental impact, and Schmidt President Anne Leitzgen – the granddaughter of the founder of the company, pictured below – expanded on this further: “We don't just want to 'reduce our ecological footprint', we want to have a global positive impact on the world around us.”
In April 2022, Schmidt applied for BCorp certification, to join an international community that now includes 5,000 companies of all sizes and sectors. These companies are committed to taking concrete action to provide future generations with a sustainable and responsible future.
UK Country Manager Jean-Michel Peragine summed up:
“Euroforum is an event our owners will look back on with great pride. But, more importantly, it’s enabled them to look forward to 2023 and the stunning array of new products, finishes and designs they’ll be displaying in their showrooms.”