The German fair will feature Brazil as a partner country in next year’s edition; the preparation is already in full swing
ABIMÓVEL (Brazilian Furniture Manufacturers Association) attended the alignment meeting for Hannover Messe 2026, organized by ApexBrasil (Brazilian Trade and Investment Promotion Agency), in São Paulo (SP), on Tuesday, February 25. The meeting aimed to discuss and present strategies for the next edition of the German fair, where Brazil will be the partner country – a recognition that reinforces the strategic position of the national industry in one of the most important events in the world.
Alongside 12 other sectoral organizations and six government partners, ABIMÓVEL, represented by executive director Cândida Cervieri, stressed the importance of the components, suppliers and furniture sector in building an increasingly innovative and sustainable image for Brazil. Among the participants were Jorge Viana (president of ApexBrasil), Ana Paula Repezza (business director of ApexBrasil), Marco Silbert (director of international relations and partnerships at Hannover Messe) and Barbara Konner (executive VP of the German-Brazilian Chamber of Commerce and Industry).
On the occasion, Viana emphasized the importance of the meeting, which was held on the eve of the 2025 edition of Hannover Messe: “We are talking about the world’s largest industry fair, and Brazil will also be there this March, when the country being honored will be Canada. With that we want to start the process of expanding Brazilian representation for next year.”
Ana Paula also stressed the importance of strategic planning to present technological, innovative and sustainable solutions that characterize the Brazil brand around the world: “We met to discuss and define the positioning that Brazil will adopt in Hannover in 2026. Next year, we intend to take the best solutions that Brazilian companies and startups have to offer not only to Germany, but to the whole world.”
Ana Paula likewise emphasized the importance of strategic planning to present technological, innovative, and sustainable solutions that characterize Brand Brazil worldwide: “We met to discuss and define how Brazil will position itself in Hannover in 2026. Next year, we plan to showcase the best solutions that Brazilian companies and startups can offer not only to the German market but to the entire world.”
Among the solutions offered by the Brazilian industry, ApexBrasil’s business director highlights those aimed at decarbonizing industrial production, reusing waste, energy transition, and clean energy, among others that contribute to more ecological and efficient production on the global stage.
With a space dedicated to the Brazilian furniture chain – currently the sixth largest in the world – ABIMÓVEL and ApexBrasil, through the Brazilian Furniture Project, plan to bring concrete examples of competitiveness, innovation, and sustainability management developed by participating companies to the fair. For Cândida, Hannover Messe 2026 will be a decisive step towards highlighting all this capacity:
“Being in Hannover, especially as a partner country, allows us to position our industry as a serious, sustainability-minded, and innovation-driven supplier in the components, industrial inputs, and various other segments, strengthening relationships with partners worldwide.” She adds: “Brazil’s furniture industry can contribute to the global market with products aligned to the transition toward a low-carbon economy, featuring innovative design, standardized technical norms, and sustainable materials. In addition, we offer solutions aligned to global trends, such as efficient use of raw materials, optimized production processes, and technologies that enhance product durability and functionality.”
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In its new cycle, the Brazilian Furniture Project expands its scope and activities to take Brazil’s furniture industry and supply chain even further, opening new opportunities and consolidating the country’s presence in the global market.
The next edition of Hannover Messe takes place from March 31 to April 4, 2025, with Canada as the featured country. In 2026, the event is scheduled for April 20 to 24, with Brazil officially taking over as a partner country. For more information, visit: hannovermesse.de.
Brazilian Furniture Project
The Brazilian Furniture Project is an initiative led by ABIMÓVEL in partnership with ApexBrasil, aiming to increase the participation of the Brazilian furniture industry in the international market through a set of strategic actions based on sustainability, competitiveness, and integrated design. Currently, around 175 companies participate in the project.
In 2024, the Brazilian furniture and mattress industry was the sixth-largest producer and the 26th-largest exporter in the world, reaching revenue of over USD 763.02 million in exported finished products (excluding parts and components), representing an increase of 3.8% compared to 2023. When including parts for furniture manufacturing, the total amount reached USD 870.20 million.
In a new cycle (2025-2026), the organizing entities invite furniture manufacturers and designers and other components and suppliers companies to join the project, further expanding the reach of Brazilian furniture and strengthening the “Brazil” brand’s competitiveness worldwide.
To be part of the project and showcase your brand at major furniture industry events worldwide, visit: brazilianfurniture.org.br.
About ABIMÓVEL
Representing the furniture industry from north to south of Brazil, ABIMÓVEL (Brazilian Association of Furniture Industries) has been working for over 45 years to strengthen the industry and the national furniture sector. With a proactive agenda and in partnership with the public and private sectors, the entity leads a series of initiatives aimed at boosting production, improving the business environment, and opening new markets for companies in the wood and furniture chain. These initiatives focus on promoting competitiveness and innovation in the sector, including participation in international fairs and business rounds, as well as export, sustainability, integrated design, manufacturing adequacy, support for micro and small businesses, commercial intelligence, and more.
About ApexBrasil
ApexBrasil (Brazilian Trade and Investment Promotion Agency) works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors of the Brazilian economy. To achieve its objectives, the agency carries out various commercial promotion actions, such as prospecting and trade missions, business rounds, supporting Brazilian companies’ participation in major international fairs, and organizing visits for foreign buyers and opinion leaders to learn about Brazilian production structures. ApexBrasil also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors to enhance the competitiveness of Brazilian companies and the country.
FURNITURE: OUR BUSINESS!
Brazilian Association of Furniture Industries – ABIMÓVEL
Press Office: press@abimovel.com
