"Consumers today are more aware and seek information about companies, their social and environmental commitment. Therefore, it is essential for companies to take into account the well-being of society and the environment.  Adriana Ghelfi (owner of the store of the same name, specialising in household items and wedding lists) has a very clear vision of sustainability , which is the guiding principle behind every product choice and the selection of brands with which to establish trading partnerships.

Certainly," agrees Maksim Stepanenko  (Purchasing_Manager of Wooddi, Russia, a retail company specialising in lamps and designer furniture),"  today, the problemof global ecology is very urgent. Little by little, people are beginning to understand the importance of the issue and prefer harmless production or products made from recycled materials. We support this issue and do our best for a secure future.

The Emirati Nicole Aoun, owner of The Concrete Lily (furniture and furnishing objects) is also moving in this direction: her customers do not explicitly ask for sustainability, although, she explains: "we encourage it as a brand and we prefer it. I feel that this is now something that customers expect. Our packaging is environmentally friendly and we do not buy our products from mass-production companies but from local craftsmen.

So what are the other criteria by which companies are selected by buyers?

Whilst someone like Italian Adriana Ghelfi or Moscow's Nadezhda Chernova from William Oliver Turswhose clients are oriented towards kitchen products, select companies to work with through the appeal of famous brands, the value of design, style, quality and visibility; others like Zeynep Madra ofMadra ve Madraa store dedicated to tableware and gift ware in Turkey, are more oriented towards product differentiation and novelties, as well as price and quality.

"First of all,' agrees Russian Maksim Stepanenko , 'we pay attention to the quality of the goods and the materials used. Appearance is also a significant factor that should combine aesthetics, harmonious proportions and uniqueness. And the price should be accessible to a large number of buyers.

 Nicole Aoun of The Concrete Lily is also sensitive to the topic of uniqueness The Concrete Lily is always on the lookout for unique pieces of niche craftsmanship: "my brand is all about finding trendy and authentic pieces, but it's not as expensive as the luxury retailers in Dubai".

What is the focus of customers' purchasing attention?

Apart from constantly valid criteria involving style and value for money as highlighted by Zeynep Madra, or even the focus on nature as Maksim Stepanenko points out, customers "are looking for unique pieces,"  Nicole Aoun notes, "so I'm no longer thinking of buying complete product lines, but rather sticking to one or two rather than extending them in various colours and patterns just to increase my stock. My clients look to my brand to find pieces that characterise the home... important pieces that can create the WOW factor". Analysing the current world situation, Nadezhda Chernova of Williams Oliver Turs notes that despite the pandemic, customers have not changed and continue to demand high quality. “Of course we try to suggest the widest possible assortment to our customers: not only expensive goods, but also cheaper ones. So that everyone can find what they are looking for in our stores.

What does Made in Italy stand for?

"Made in Italy has a very high value, made in China creates prejudice," points out Adriana Ghelfi, an observation also reinforced by Nicole Aoun who says it is "very important. Our brand is based on quality, unique and handmade pieces, so this is perfect. We do not have any mass-produced or Made in China articles. In Russia it is very popular and sought after, confirms Chernova, and, emphasises Stepanenko , 'people love and respect Italian culture, so we pay great attention to Italian products. Made in Italy means high quality, trendy and beautiful. That is why it is very meaningful for us to visit such exhibitions.

What will you be looking for in particular at the September edition of HOMI?

For Nicole Aoun , it will be important to build long-term partnerships with suppliers , and she expects to find at least three or four, "I currently have a few that I can rely on and who provide me with amazing products that fit my brand and I am looking to find more partners".

Maksim Stepanenko intends to focus this year on all products suitable for interior and exterior decoration, furniture, interior articles. "Particular attention will be paid to environmentally friendly furniture," he concludes.

Nadezhda Chernova will focus on specific and extraordinary pieces for the home, on 'know-how' as it were. But 'of course I will come to visit my old business partners, see their new products, including seasonal products (for New Year, Christmas, etc.) and find new producers in the textile industry'.

But above all, Ghelfi emphasises, participation in Homi "will be invaluable in the search for new products and physical contact".