MEXICO CITY – A steady stream of wood industry professionals and consumers walked the halls of Magna ExpoMueblera to view the more than 250 displays by exhibitors from approximately 30 nations. Magna ExpoMueblera, Mexico's largest trade show featuring woodworking equipment, supplies and services for custom and mass production, took place Jan. 18-21 at the Centro Banamex exhibition center in Mexico City.

Ranged across the 322,900-square-feet of exhibit space, other key display categories include: panel products and veneer manufacturing; living room, kitchen and office furniture; and fabrics, upholstery materials and supplies. Now managed by LIGNA organizer Deutsche Messe, which has a subsidiary in Mexico, the 23rd annual Magna ExpoMueblera drew attendees from across Mexico, as well as the United States and Central America.

A ribbon-cutting ceremony marked the opening of the 2017 Magan ExpoMueblera. This marks the first year the show is organized by Deutsche Messse, organizer of the Ligna woodworking fair.

Last year's show drew 25,000 visitors, primarily from Central and Latin America and the United States, with the same number anticipated this year. According to information provided by show management, Mexico’s furniture industry has been valued at $1.78 billion – and looks to continue growing. Likewise, the market for forestry products has been valued at more than $2 billion, while the value of machinery imports for these industries is in excess of $3 billion.

Information such as that underscores the importance of a tradeshow dedicated to this growing market, said Christian Pfeiffer, director in charge of LIGNA & Woodworking Events at Deutsche Messe. A number of exhibitors concurred.

Woodworkers get a closeup look at the technology at SCM's booth during Magna ExpoMueblera.

In a booth “twice as big” as the past year, Biesse’s Product Manager Luca Terenzi said “clearly yes,” when asked about exhibiting next year. He noted that in addition to meeting potential customers, the sales staff brings clients to the show floor. He added that the fair plays “a fundamental” role in giving area woodworkers a first-hand look at some of the new technologies in the industry.

One of the highlights at the 2017 Magna ExpoMueblera was a special CNC display, ranging from entry-level CNC machines to integrated CNC systems for mass production, as well as a supporting conference program. Exhibitors that offer CNC machinery included: Felder, Biesse, SCM, Cehisa, Altendorf, Holz-Her/Weinig, Sideco, Comeva, Centromaq and Stiles Machinery/Homag.

Woodworking Network editor Karen Koenig talks to Altendorf Managing Director Joerg Mayer at Magna ExpoMueblera for insight into Mexico's woodworking market.

Although it’s the company’s first time exhibiting at Magna ExpoMueblera, Altendorf’s subsidiary in Brazil has been selling machinery in the Latin American market for more than 20 years, said Managing Director Joerg Mayer. “It’s a nicely done show,” he said. Mayer added that the company’s sliding saws were particularly popular with Mexico’s “very price driven” market.

Another first-time exhibitor was Stiles Machinery, which recently expanded its sales and service offerings to Mexico. According to Chris Dolbow, marketing manager, the show provided a good opportunity to network with new and existing customers. “We’re also here to show we’re committed to the marketplace, and that we’re going to bring the same level of quality, sales and support structure,” to the region as is available to customers in the United States and Canada. Among the brands offered by Stiles are: Homag, Weeke, Brandt, Heesemann, Holzma, Ironwood and Kentwood.

Woodworking Network editor Karen Koenig and Wood & Panel editor-in-chief Apratim Ghoshal talk to first-time exhibitor Stiles Machinery's Chris Dolbow, marketing manager.

Two shows in 2018

Pfeiffer has announced that next year's Magna Expo will be divided into two targeted events: Magna ExpoMueblera Industrial and Magna Expo Mobililiario e Interiores. Geared to the forestry, woodworking, furniture and cabinetry manufacturing industry, Magna ExpoMueblera Industrial will take place Jan. 17-20, 2018, while ExpoMobiliario, the show for furnishings, decor, appliances, flooring and other interior items, will be held March 6-9.

Christian Pfeiffer, director in charge of LIGNA & Woodworking Events at Deutsche Messe

Both shows will continue to be located at the Centro Banamex exhibition center in Mexico City, with on-site management by Bernd Rohde, managing director, and Eugenio Carrillo, group show director & business development, of (Deutsche Messe) Hannover Fairs Mexico.

“After 23 years of evolution, from 2018 onwards, Magna ExpoMueblera will provide specific business platforms for each segment – industry and trade – in order to simplify the communication and sales strategy, and to create better business opportunities for everyone in attendance, enabling the participation of more trade buyers and decision makers, attracted by better-defined product groups,” said a statement from Rohde and Carrillo.

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Woodworkers viewed the variety of machinery offerings by Felder.
Cefla's display featured finishing equipment for the Latin America woodworking market.

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