News Article


26th November 2014


A dynamic shift is about to happen in the interior decoration and design industry with the launch
of a new extensive trade programme especially created for the powerhouse exhibition portfolio of
Decorex SA and 100% Design South Africa.

Cairey Baxter-Bruce, Head of New Business Development for Decorex SA says “the trade
programme’s main purpose will be to maximise return on investment for exhibitors, sponsors and
partners by generating trade leads, increasing orders and promotion of products and brands to a
targeted trade audience.”

Professionals in industry sectors related to the interior decoration and design world are being
invited to take part in a two-day programme specially created for Decorex Joburg and 100%
Design South Africa. The programme includes a targeted business-to-business matchmaking
service, a networking cocktail function and the new All Africa Design Forum. This trade
programme, targeting both local and international delegates, is taking place on the 6th and 7th
August 2015.

Decorex Joburg and 100% Design South Africa take place alongside one another at Gallagher
Convention Centre in Midrand, from 6th to 10th August 2015. Both shows are managed by Thebe
Reed Exhbitions and 2014 saw the shows jointly attract more than 50 000 consumer and trade

Cairey explains, “We did extensive research after Decorex Joburg and 100% Design South Africa
this year (2014) and we found that a large percentage of our exhibitors want to do business with both consumers and relevant trade clients. The introduction of this formal trade programme will mean that these exhibitions will be taking engagement between exhibitors and the two worlds of
trade and consumer, to an entirely new level.”

Laurence Brick, Creative Director of 100% Design South Africa, said that “South African companies still require networking across the board from local business-to-business, to the huge potential of the emerging African market and to the established international markets. South Africa
has proved that we are major players in the design and interior design industry and our exhibitors
understand the value of exposure to the relevant trade - we know this programme is going to work
for them.”

Cairey said that, “for the first time, Decorex Joburg and 100% Design SA would host a trade only
preview morning on 6th August from 10h00 to 13h00, providing a platform for exhibitors to engage
with key industry players, VIP’s and media in a professional and focussed environment. Guests
will be invited to the official opening of both exhibitions at 10am and exhibitors will also have the opportunity to invite and entertain key clients during this exclusive morning. Decorex Joburg and 100% Design South Africa will then open to the public at 1pm on Thursday 6th August 2015.”

On the afternoon of the 6th August, trade delegates can attend the All Africa Design forum: a series of talks that will continue on the morning of the 7th August where the focus will be on all aspects of design including interior design, architecture, curation and craft related to the African continent. Industry leaders, interior designers and architects, both international and local, will be part of a line-up aimed at inspiring design excellence and promoting trade for the continent.

Cairey noted that one of the key aspects of the trade programme was the Business Matchmaking Programme and was aimed at assisting exhibitors to establish sustainable and profitable connections and relationships with trade visitors, hosted buyers and conference delegates.“We are setting up an online profiling and scheduling system to facilitate a process of smooth matchmaking but we will also have systems on the ground to support all our exhibitors and visitors as we roll out this innovation,” she said.

Cairey said the following industry sectors would be invited to form part of the trade program:
• Architecture
• Building Contracting and Specification
• Furniture Supply and Manufacture
• Hospitality Buying
• Interior Decoration and Design
• Landscaping
• Online Retail
• Product Design
• Property Development
• Retail Buying
• Spatial Planning
• Tradesman and Installers
• Visual Merchandising and Styling

“With development in Africa booming, having buyers and décor and building professionals from Africa at these exhibitions is particularly important to all of our exhibitors.” Said Cairey. “Our campaign will be to invite important retailers and hospitality groups operating and developing in Africa to see all that is on offer at Decorex Joburg and 100% Design South Africa. The key African countries that we will be focusing on are Nigeria, Ghana, Namibia, Botswana, Kenya and Tanzania.”

To apply to exhibit contact: Angela Chatfield, General Manager: Sales, 011 549 8300,


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