Since 2002, the EU Gateway Programme has managed five Interior Design business missions to Japan that saw the participation of 160 companies from 18 European member states and achieved successful results, with 95% of the participants developing new business contacts.
The objective of the Business Mission is to give companies a chance to:
- Discover the world of interior design in Japan
- Deepen their knowledge of the Japanese market and develop a business strategy to penetrate the market
- Introduce and display their products to potential business partners and have on-site visits to Japanese firms in the design business
Who can apply?
Interior products that have contemporary design and bring novelty to the sector including:
- interior lighting, small furniture, finished textiles, wallpaper, carpets, curtains, blinds, scroll screens, decorative items such as clocks, pottery, high-end design tableware and cutlery.
Application criteria:
- Solid business-structure and have their own designer
- Active in the sector for at least 5 years and have regularly participated in European design events
- Significant exports and sales experience in other EU countries for at least 5 years
- Proven potential and the necessary qualified staff to guarantee continuity of their existing markets while meeting the demands from newly acquired Japanese clients
Excludes:
- art, giftware, souvenirs, jewelry, public space design and furniture, office interior design and any other interior finishing products that belong to the construction sector (home finishing and decoration)
Minimalism including Italian and Scandinavian products have been popular in recent decades in Japan, but the trends are now expanding to include more romantic or feminine looks such as the flower patterns of Tord Boontje. Other trends seen on the Japanese market are new art nouveau and cafe styling as well as a growing interest for classic designs as an investment. The emphasis is also on texture and cute decorative items.
Most of the products bought by wealthier consumers seeking an eclectic mix of styles are imported, many of them from Europe. Some Japanese designers are also in this league such as Isamu Noguchi, Naoto Fukusawa, Yoshioka Tokujin and George Nakashima.
In terms of shops and retail, more and more design interior shops are appearing in urban areas of Japan, offering lifestyle products to the young generation. These shops, many of which did not exist ten years ago, are known variously as home fashion stores, lifestyle stores or select shops.
The products sold in these shops range from interior gifts, home furnishings and accessories for the home to larger pieces of furniture, both domestic and imported.
To keep consumer interest in their products, retailers in Japan ensure frequent product turnover. The Franc Franc chain, for example, renews one-third of its products every year.
Most interior shops prefer to handle imported products on an exclusive basis, to maintain the individuality of the store. Unlike department stores which mainly buy through wholesalers, lifestyle shops select and buy products directly from manufacturers at home and abroad, manage the commercial risk and carry their own stock.
Oromono
Leading design firm, Oromono, based in Amsterdam since 2003 specialising in decorative textile accessories such as cushions and drapes participated in the 2007 EU Gateway Programme.
When the company first developed their business towards Japan and Asia, the interest was especially on the concept behind the products and the collections presented. Enquiries were received via the Internet and buyers started to place orders both from Tokyo and Kyoto. A department store expressed interest in a custom made collection, which is now under development. Their participation in the Gateway programme led Oromono to four new clients.
As success factors, Oromono highlighted the importance of building relationships at a personal level, as clients in Japan need to be looked after more carefully than in Europe. Oromono took the time to visit all the stores and spend time with their clients.
Kirsty Anne Powell, Design Director, recommends to companies going to Japan: "you have to give 100% to this market, and you will be rewarded in return if you treat the Japanese well. Be honest and show respect. Do not expect immediate sales, but once orders are placed you are sure to be paid. It is a matter of mutual trust."
© Oromono
Vincent Sheppard
© Vincent Sheppard
Vincent Sheppard is one of the few vertically integrated Lloyd Loom manufacturers. The company controls the entire production process from paper twisting and weaving to upholstering the Lloyd Loom. The company is a young team of in-house designers who bring innovative proposals every six months and refresh their collection on a frequent basis. From Melbourne to Milan, from Tokyo to Toronto, Vincent Sheppard sells their line of products in more than 30 countries.
Vincent Sheppard participated in the EU Gateway Programme in both 2004 and 2005. Mr. Barend Van Mullem provided a few insights on doing business in Japan:
In your opinion, what are the most important aspects of doing business in Japan as an interior design firm?
Japan can be a difficult market to penetrate and the business culture is very different from other countries. The Japanese consumer is a rather affluent consumer, who pays great attention to quality and image. It is thus of great importance to attack the market with a flawless product that differentiates itself from the mainstream design, but that also carries some European flair.
What were the results of your participation in the EU Gateway to Japan programme?
Through our first participation in EU Gateway, we were able to set up a partnership with our current distributor. The second participation enabled us to strengthen our ties with the distributor and increase our visibility on the market. We are now focused on increasing our activities in the hospitality market and are trying to develop business with one of the major retail chains.
The EU Gateway programme aims to support your company's international strategy towards the Japanese market. As a tailored business programme, it is up to your company to prepare and take advantage of the activities available, to make your business mission a success.
- Learn about the local business culture and consumer trends
- Information sessions by European and Japanese experts
- 2 day business exhibition for your product displays
- Visits to interior design shops and firms
- Press-coverage of the mission week
- Professional coaching services on market entry strategy
- A helpdesk for logistic and strategic assistance