Participating in a trade fair is a proven tool for entering international markets. For furniture manufacturers, it’s an opportunity to showcase their collection, meet buyers, test demand, and lay the foundation for systematic exports.
But how to prepare? What should you bring? And how much does it cost?
In this article, we share real experience from preparing for Manchester Furniture Show 2025 with Ukrainian company Tokabo, along with answers to the most frequently asked questions from those planning their first exhibition.
6–7 months before the show: Decision-making stage
- Market research, selecting the exhibition,
- Requesting participation terms and checking space availability,
- Choosing booth type and location,
- Signing a contract with the organizer. Remember: signing a contract usually means financial commitment — cancellation is typically possible no later than 4–6 months before the event.
Typical questions:
- Are there still spaces available at the trade show?
- What location in the hall is best? What booth size is optimal?
- How can I get the official participation terms?
- How to pay for the show from Ukraine?
- What are the full costs of participating in a UK exhibition?
- What should I budget for?
4–5 months before the show: Assortment and pricing
- Market and trend research for the target country,
- Selecting a collection that matches market expectations,
- Adapting models for flat-pack or specific delivery formats,
- Producing prototypes and conducting photoshoots,
- Preparing an English-language catalogue with pricing.
Exhibitor FAQs:
- What should we bring to the show?
- Can we finish a new collection in time?
- Should prices include customs fees and logistics costs?
2–3 months before the show: Logistics and documents
- Choosing a transporter (individually or via groupage cargo),
- Preparing documents: invoice, packing list, CMR, ATA Carnet or customs declaration,
- Applying for visas, booking hotels and flights,
- Coordinating booth installation.
Key questions to resolve:
- How to ensure on-time delivery?
- How to insure the cargo and manage risks related to shipping or team travel delays?
- Who’s responsible for customs clearance?
- Who will handle booth assembly and electricity?
- Who will assemble furniture at the stand?
2 months before the show: Marketing and invitations
- Identifying potential partners via the exhibition website, LinkedIn, industry events,
- Sending personalized booth invitations,
- Posting on social media,
- Registering for official side events (parties, conferences, B2B meetings).
Beginner questions:
- How to attract visitors to the booth?
- Do we need flyers, business cards? How many?
- How often should we send reminders or invitations?
- Who exactly should receive invitations?
1 month before the show: Final details
- Shipping furniture,
- Finalizing booth layout and schedule,
- Booking unloading and parking slots,
- Organizing packaging storage and waste removal,
- Team preparation: scripts, pricing, note-taking tools,
- Printing business cards, badges, brochures,
- Setting up a lead collection app and training the team.
What to bring to a trade show?
- Catalogues (printed and digital),
- Price lists in GBP or EUR,
- Product samples or components,
- Ukrainian treats and good coffee — for example, “Pryhoshchaysya” sweets or “Isla” coffee are always a pleasant surprise for visitors.
Short on time? Participating with just 3 weeks left — it’s possible
Everything above is the ideal scenario. But sometimes, decisions are made last minute. With experienced consultants, it’s still achievable:
- We have direct contacts with show organizers,
- Access to lead databases and booth action plans,
- Reliable partners for printing, logistics, branding,
- Full-service booth installation and decoration.
With tight coordination and fast decision-making, quality participation is still possible even in a short timeframe.
After the Show
- Sending follow-up emails,
- Clarifying requests, samples, and commercial terms,
- Analyzing participation results: contact volume, sales potential,
- Preparing for the next event.
Conclusion
Participating in a trade fair is about strategy, logistics, and communication.
But most importantly, it’s about showing the market that your product exists, that it’s high quality, and that you are open to partnerships.
The Oakhunt team helps Ukrainian manufacturers prepare for trade shows in the UK, EU, USA, the Middle East, and Australia.
If you’re planning your first — or next — exhibition, feel free to contact us.
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