World Expo in China opened on May 1. Nearly 170 countries are participating in the exhibition. The Exhibition is not a traditional trade show, where each one of the country markets its businesses. The exhibitors trying to brand their country typically based on its historical and cultural background.

Kopenhagen Fur is one of the several sponsors of the Danish pavilion. The name list of participants spoke of the difference of this event: ten of China’s leading fashion companies were there, as well as three furniture companies and even a curtain maker.

The summit was intended to celebrate existing partnerships in China, in particular retail partners and fashion designers working closely with Kopenhagen Studio. But it also had the mission of introducing the new Partnership and Alliance Department at Kopenhagen Studio to companies and brands in other segments or industries that are interested in working with fur.

40 participants joined the intensive program split between seminars and sightseeing at Expo. On the first day they were treated to a feast of informative and valuable presentations that opened up the door for them into the fur industry. They came to understand the value chain in the fur industry and the leading role of Kopenhagen Fur as an auction house through a presentation by area manager Mr. Chen Weixian. Then Ms. Natia Linneman presented her new Partnership and Alliance Department that widened the path of possibilities for all kinds of companies and brands to work with Kopenhagen Fur.

Mr. Michael Holm, design manager at Kopenhagen Studio tickled the interests of the participants to use fur by presenting the fur fashion trends emerging from the catwalks for this fall and winter. "Stop thinking fur as the old heavy long coat," he said, "it’s so versatile that it could be anything."

Two other presentations, one by independent architect Mr. David Thulstrup on interior design and the other by Chinese professor Zhu Mingxia on Chinese luxury market, were also attention-riveted.

Zhu Xiaojie, general manager of Opal Furniture which specializes in making high-end Chinese-styled furniture, already got some ideas about building fur into his products. He will go back testing and keep communicating with Kopenhagen Fur. “The seminar is eye-opening and very useful. Fur has a very long and strong tradition in China, and it should fit my design and product very well,” he said.

As of the long-running and fruitful Kopenhagen Fur Certified Boutique, the retail partnerships were not only solidified but also extended during the summit. One retailer that has operated an exclusive store in Beijing for a dozen years will officially be certified by Kopenhagen Fur in the coming season.

As national sponsor of the Danish Pavilion, Kopenhagen Fur has slated a series of events inside the exclusive venue.

Fur Portal International, May 18/2010