From 8 to 11 September 2026, the international furniture and supplier industry gathered at Furniture China in Shanghai. The Brüning Group was represented with its own stand in the FMC Premium China section, alongside the Melchers Group. For the Roundwood Unit in particular, the exhibition was an important opportunity to further develop the still-emerging Chinese market and establish a presence on the ground.
A HUB FOR THE INTERNATIONAL FURNITURE INDUSTRY
For many years, Furniture China has been bringing together manufacturers, suppliers, and international business partners from the furniture industry in Shanghai: in 2026, it hosted together more than 3,200 exhibitors from 174 countries and regions across around 350,000 square metres. Here, Chinese producers meet international customers and suppliers. New contacts are established, and existing business relationships are nurtured. For the Brüning Group, this international focus was particularly interesting: different markets and stakeholders come together here – including those for whom timber raw materials from Europe are relevant.
FOCUS ON ROUNDWOOD
At the Brüning Group’s stand, the focus was clearly on the roundwood business. At the same time, pellets also attracted visitors’ interest. The first two days in particular were busy: numerous conversations, a full stand, and many different perspectives on the Chinese market. Alongside Chinese producers, potential customers from across East and South-East Asia were also among the people the team spoke to. For Maximilian Rehder, Head of the Roundwood Unit, Furniture China was a valuable opportunity to gain a better understanding for the market and its players. “This is a part of the world where an incredible amount is happening and where we can add value with our products,” he explains.
GREATER DISTANCES REQUIRE GREATER TRUST
Business between Europe and China comes with its own set of conditions. A container may take up to eight weeks to arrive, and feedback cannot always be obtained immediately. This makes a trusting business relationship all the more important – and that trust has to be earned. Agreements and commitments carry significant weight, particularly when the logistical routes are this long. It is therefore vital that both sides handle the trust placed in them reliably and honour their agreements. “If you promise something, you should also ensure that it is ultimately carried out as promised,” adds Max. At the same time, Shanghai provided a good opportunity to deepen the collaboration with the Melchers Group. Together with Emma Wang, who oversees the project in China on the operational side, the team worked closely on the ground. “The trade fair has really strengthened our partnership with Melchers,” emphasises Max.
NEXT STEPS IN CHINA
Furniture China 2026 has demonstrated the potential the Chinese market holds for the Brüning Group. This response reinforces our intention to further develop this business channel and continuously increase volumes. Back in Germany, the next step is therefore to follow up on the initial discussions held in Shanghai and turn them into concrete business deals.