Art Fishing: ‘We are winning because of our innovations’

Art Fishing’s verdict on EFTTEX was simple: innovation was rewarded, but the buyer mix must improve

The EFTTEX award-winner praised the show’s visibility but questioned the buyer–seller balance on the floor, describing ‘more factories than potential customers’ and ‘too many Chinese traders versus genuine distributors and big international retailers.’

Juame Pedro, the Spanish company’s Import/Export Manager, said: “The takeaway for us is that the show still moves the needle for awards-led visibility, but must recalibrate its audience if it wants to drive real business.

“Our primary target was to secure fresh distributors and qualified retail customers. The quality of both was below expectations, with few decision-making buyers from key European channels. A win in the Best New Product awards delivered instant credibility. We activated a marketing push around the accolade and expect a strong return on that campaign. The EFTTEX awards remain the show’s most valuable currency.

“Art Fishing underlined its positioning as a house of innovation and development. The team arrived with 11 genuine innovations and felt more of them merited recognition. Frankly, we expected four to five prizes. We can’t understand the logic on some winners ahead of ours – some were copies of copies. 

“The brand’s stance is clear: keep pushing original R&D and let the market decide.”

Pedro added that footfall wasn’t the problem – the fit was. “Art Fishing wants fewer Asia-focused trading outfits and more of the people who write European purchase orders, national distributors and leading multi-door retailers.”

EFTTEX is still relevant for Art Fishing, but primarily as an awards platform. “The show’s commercial relevance will hinge on improving the ratio of qualified buyers to exhibitors and attracting more top-tier European and international retailers.”

Pedro added that despite a challenging global marketplace, Art Fishing’s sales momentum is strong: up 20% this year and compounding at roughly 20% to 25% annually over the last three years, which the company attributes to market recognition of its product quality and innovation.

“We are cautious about the market as we see the broader tackle market tightening – shrinking year by year. However, despite the sector headwinds, the team expects to outperform through innovation, quality and brand necessity at retail.”

The company’s attendance at EFTTEX in Prague next year remains in the balance. “We are undecided. Art Fishing proved its innovation story where EFTTEX still has teeth – the awards. To convert that prestige into pan-European distribution gains, the show will need to rebalance the hall – fewer trading intermediaries, more decision-making distributors and large retailers. 

“If EFTTEX delivers that, Art Fishing will be first in line.”

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