Portuguese furniture makes its mark in Germany

Six Portuguese companies took part in M.O.W. 2026 in Bad Salzuflen, as part of an initiative promoted by AIMMP.

AIMMP – Association of Wood and Furniture Industries of Portugal has concluded Portugal’s participation at M.O.W. 2026, held from 20 to 24 September in Bad Salzuflen, Germany, with six Portuguese companies taking part as part of the internationalisation project Inter Wood & Furniture.

A. Freitas Barbosa, IBTW Portugal, Madeipoças, Ronfe, TemaHome and X8 Solutions Group represented a diverse range of products and solutions, from wood and wood-based products and components to designer furniture, bespoke production, contemporary furniture and upholstery solutions.

Participation in M.O.W. provided the Portuguese industry with an opportunity to engage directly with the European professional market, in an event focused on the furniture sector and aimed at buyers, distributors, retailers and other stakeholders across the value chain.

In a competitive and mature market such as Germany, the Portuguese presence sought to highlight the strengths that characterise different segments of the national industry: production capacity, flexibility, technical expertise, customisation and design.

The participation was part of the international promotion strategy of the MADE IN PORTUGAL naturally brand, continuing efforts to strengthen the positioning of the Portuguese industry in international markets.

For Vítor Poças, President of AIMMP, “in such a competitive market as Germany, simply being present is not enough: it is essential to showcase what sets the Portuguese industry apart. We have production capacity, expertise, flexibility and design; we are a sector made up of very different companies, capable of responding to a wide range of segments. M.O.W. allowed us to once again put these capabilities in front of industry professionals and strengthen the close relationships that are essential to consolidating Portugal’s presence in European markets.”

GERMANY: A MARKET WHERE CONTINUITY MAKES THE DIFFERENCE

Participation in M.O.W. is particularly relevant because Germany has long been a strategic market for the internationalisation of the Portuguese wood and furniture industry.

Unlike entering new geographical markets, operating in established European markets requires continuous engagement, follow-up and commercial relationship-building. In this context, participation in professional trade fairs plays an important role, allowing companies to maintain close contact with key industry stakeholders, monitor changes in demand and present their offer directly.

M.O.W. provided Portuguese companies with a point of contact with this professional ecosystem, giving them the opportunity to increase the visibility of their solutions and strengthen relationships in a market where differentiation, responsiveness and competitiveness are particularly important.

The presence in Bad Salzuflen therefore reinforced the commitment to an internationalisation strategy that is not solely focused on finding new destinations, but also on consolidating and deepening the presence of Portuguese companies in markets where they already identify opportunities for growth and development.

INTERNATIONALISATION IS NOT ONLY ABOUT NEW MARKETS

As Portuguese companies continue to participate in events across different geographical markets, M.O.W. highlights another dimension of the internationalisation strategy promoted by AIMMP: continuing to invest in European markets and deepening commercial relationships in established geographies.

Through Inter Wood & Furniture, AIMMP has sought to combine the opening of new markets with a continued presence in markets considered strategically relevant to the sector, through international trade fairs, business missions and other promotional initiatives.

In this context, M.O.W. provided another opportunity to bring Portuguese companies closer to professionals directly involved in the furniture sector, in an environment focused on business and interaction between the different stakeholders of the value chain.

The Portuguese presence in Bad Salzuflen thus reinforces the international projection of the MADE IN PORTUGAL naturally brand and the positioning of an industry seeking to compete in international markets by combining production, technical expertise, adaptability and design.

AIMMP’S INTER WOOD & FURNITURE INTERNATIONALISATION PLAN

As part of Inter Wood & Furniture, AIMMP’s Internationalisation Plan provides for the implementation of international expansion and market diversification strategies targeting high-potential markets, through a structured programme of activities.

Among other initiatives, the programme includes an international trade fair plan for 2026, which can be consulted on the AIMMP website:

2026 International Trade Fair Plan

Over the years, this programme has supported more than 400 companies, through 195 initiatives, across more than 30 markets, with incentives of up to 50%.

The “INTER WOOD&FURNITURE 2025-2027 – Sustainable Internationalisation of Companies in the Wood and Furniture Industry” operation is supported by the COMPETE 2030 Operational Programme, Portugal 2030 and the European Union.

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