37. M.O.W. 2026: Europe’s Leading Autumn Furniture Trade Fair

M.O.W. (Möbelmesse OstWestphalen – Furniture Fair East Westphalia) is Europe’s largest and most important B2B furniture trade fair held in the autumn season. Since its founding in 1984, M.O.W. has established itself as the premier ordering and networking platform for professionals in the European furniture industry, specifically tailored to serve the needs of the mainstream furniture market. The exhibition provides a focused, efficient environment where furniture retailers, purchasing groups, chains, online sellers, and discount specialists discover sales-boosting assortments, attractive products for special offers and advertising, and establish valuable business relationships. Held annually in Bad Salzuflen, Germany in the heart of East Westphalia, historically one of Germany’s most significant furniture production regions M.O.W. brings together over 500 exhibitors and thousands of qualified buyers in a compact, professional atmosphere that emphasizes business productivity. The 43rd edition of M.O.W. is scheduled for September 20-24, 2026, at Messezentrum Bad Salzuflen.

Date	Location
September 20 – 24, 2026	Messezentrum Bad Salzuflen, Benzstraße 23, 32108 Bad Salzuflen, North Rhine-Westphalia, Germany

Exhibition Overview

M.O.W. 2026 will feature 500+ carefully selected exhibitors across 85,000 square meters (17 exhibition halls) of the modern Messezentrum Bad Salzuflen. The five-day trade event attracts qualified professional visitors from 66+ countries, with the largest contingent from Germany followed by significant participation from Netherlands, Belgium, France, Italy, Switzerland, Austria, and Poland. Over 40% of visitors are international, demonstrating M.O.W.’s importance as a pan-European platform.

The exhibition is organized by Messe Ostwestfalen GmbH, an experienced company with extensive expertise in exhibition management, event organization, and marketing services. The organizers bring deep understanding of the furniture industry’s needs, strong relationships with European furniture manufacturers and retailers, and commitment to creating a productive business environment where deals can be efficiently concluded.

M.O.W. operates under the motto “We remain optimistic – also in 2026, a brilliant presentation in yellow!” reflecting the exhibition’s distinctive branding and positive outlook for the European furniture sector. The early registration phase has been highly successful, with over 450 exhibitors confirmed shortly after the 2025 edition a strong indication of M.O.W.’s importance as the central ordering, communication, and networking platform for this industry.

A key differentiator for M.O.W. is its clear, unique concept concentrated exclusively on consumer-oriented goods for the core of the market. Unlike broader design-focused exhibitions, M.O.W. specifically targets sales-boosting products, advertising-worthy items, and assortment builders that drive retail profitability. The exhibition emphasizes deliverable serial quantities products that can be ordered in commercial volumes with reliable delivery schedules rather than one-off designer pieces or prototypes.

M.O.W. 2026 introduces an exciting new segment: M.O.W. olé – Outdoor.Living.Event, a curated range of garden and lounge furniture catering to growing demand for outdoor lifestyle products. This addition has generated strong interest during the registration phase, expanding the exhibition’s product diversity while maintaining focus on mainstream market requirements.

The exhibition halls are classified according to both product assortments and sales channels, creating efficient navigation for buyers targeting specific categories or business models. This intelligent organization enables visitors to maximize productivity during their time at the fair.

Major Participants and Visitors

M.O.W. attracts 500+ exhibitors from 40+ countries, with approximately 90% exhibiting their products exclusively at M.O.W. within Germany demonstrating the exhibition’s unique positioning and strong commitment from participating brands. The exhibitor profile includes renowned regular exhibitors with established market presence, big international players from European furniture manufacturing hubs, specialized manufacturers focusing on specific categories or price segments, and promising newcomers bringing fresh perspectives and innovations.

Notable participating companies span the complete spectrum of mainstream furniture manufacturing including living room furniture specialists, upholstered furniture manufacturers, dining room furniture producers, bedroom furniture companies, solid wood furniture makers, children’s and youth furniture specialists, bathroom furniture suppliers, office and home office furniture manufacturers, small furniture and accessories brands, kitchen furniture producers, and flat-pack/self-assembly furniture specialists.

The visitor profile comprises high-level decision-makers including owners, managing directors, and senior buyers from furniture purchasing associations and buying groups serving independent retailers, furniture retail chains and groups operating multiple locations, conventional furniture stores from specialist retailers to department stores, self-service and discount furniture specialists, DIY and construction market operators with furniture departments, e-commerce platforms and online furniture retailers, mail-order companies expanding furniture assortments, and professional furniture dealers serving various market segments.

Visitors attend M.O.W. with clear commercial objectives including placing orders for new collections and replenishing core assortments, discovering attractive products for advertising campaigns and special promotions, identifying fast-moving items and customer magnets, evaluating new suppliers and strengthening existing partnerships, understanding market trends and competitive positioning, and networking with industry peers and suppliers. The professional atmosphere and business focus ensure productive interactions.

Product Spectrum

M.O.W. presents a comprehensive range of consumer-oriented furniture organized across all living areas:

Living Room Furniture:

• Upholstered seating: Sofas, sectionals, recliners, accent chairs, loveseats
• Living room storage: Entertainment units, display cabinets, bookcases, shelving systems
• Living room tables: Coffee tables, side tables, console tables, occasional furniture
• Complete living room collections: Coordinated furniture groups for unified aesthetics

Dining Room Furniture:

• Dining tables: Fixed and extending tables across styles and price points
• Dining chairs: Individual chairs and dining sets in various materials and designs
• Dining storage: Buffets, sideboards, china cabinets, serving stations
• Bar furniture: Bar tables, bar stools, wine storage solutions

Bedroom Furniture:

• Beds: Platform beds, storage beds, upholstered beds, metal and wood bed frames
• Bedroom storage: Wardrobes, dressers, chest of drawers, nightstands
• Mattresses: Spring, foam, and hybrid mattress solutions
• Complete bedroom programs: Coordinated bedroom collections

Children’s & Youth Furniture:

• Children’s room furniture: Cribs, toddler beds, children’s storage
• Youth room furniture: Teen beds, study desks, wardrobes, modular systems
• Functional furniture: Space-saving solutions for growing families

Tables & Chairs:

• Dining tables: Various sizes, materials, and price segments
• Chairs: Dining chairs, occasional seating, stackable options
• Stools: Bar stools, counter stools, accent seating

Small & Individual Furniture:

• Accent pieces: Decorative furniture, statement pieces
• Small functional furniture: TV stands, plant stands, hall furniture
• Multipurpose furniture: Convertible and space-saving solutions

Solid Wood Furniture:

• Traditional solid wood collections: Classic styles in oak, pine, beech
• Contemporary solid wood designs: Modern aesthetics with natural materials
• Rustic and country styles: Farmhouse and cottage-inspired furniture

Bathroom Furniture:

• Bathroom vanities: Single and double sink units
• Bathroom storage: Cabinets, shelving, mirrored units
• Bathroom accessories: Complementary bathroom furnishings

Office & Home Office Furniture:

• Home office desks: Computer desks, writing desks, standing desks
• Office seating: Task chairs, executive chairs, ergonomic options
• Office storage: Filing cabinets, bookcases, organizational furniture

Kitchen Furniture:

• Kitchen storage: Pantries, kitchen cabinets, islands
• Kitchen seating: Bar stools, breakfast nook furniture
• Kitchen accessories: Complementary kitchen furnishings

Home Accessories:

• Decorative items: Complementary products enhancing furniture offerings
• Functional accessories: Items supporting furniture merchandising
• Lifestyle products: Home décor expanding product assortments

Special Assortments:

• Seasonal products: Furniture for specific seasons or occasions
• Promotional items: Products designed for advertising and special offers
• Value lines: Budget-friendly options for price-conscious consumers
• Multichannel products: Suitable for both brick-and-mortar and online sales

NEW: M.O.W. olé – Outdoor.Living.Event:

• Garden furniture: Outdoor seating, dining sets, loungers
• Outdoor lounge furniture: Comfortable outdoor living room solutions
• Garden accessories: Parasols, cushions, outdoor décor
• Urban outdoor solutions: Balcony and terrace furniture for smaller spaces

Why Visit M.O.W. 2026?

Europe’s Autumn Market Leader: As Europe’s largest furniture trade fair in the autumn season, M.O.W. provides unmatched access to mainstream furniture suppliers when retailers are planning their year-end sales and following year’s assortments. September timing is strategically positioned after summer holidays when buyers are actively seeking new products and placing orders for the critical Q4 and Q1 periods.

Focused Mainstream Market Expertise: Unlike design-oriented exhibitions targeting high-end segments, M.O.W. specifically serves the core of the consumer-oriented furniture in the most important price ranges that drive volume sales and retail profitability. This focus ensures exhibitors understand mainstream market requirements including competitive pricing, reliable delivery, adequate quantities, and proven bestseller potential. For retailers serving middle-market consumers, M.O.W. provides relevant products matching their customer base.

Exclusive German Showcase: With approximately 90% of exhibitors showing their products exclusively at M.O.W. within Germany, the exhibition offers unique access to collections not available at other German furniture fairs. This exclusivity provides competitive advantages for buyers who can offer distinctive products unavailable through competitors attending other exhibitions.

Efficient Business Environment: M.O.W.’s compact format across 85,000 square meters enables efficient navigation and productive use of time. Unlike sprawling exhibitions requiring multiple days to cover, M.O.W.’s intelligent organization by product category and sales channel allows targeted visiting. The five-day format (Saturday through Wednesday) accommodates various travel schedules while providing adequate time for thorough supplier evaluation and negotiation.

High-Level Decision Makers: M.O.W. attracts owners and senior decision-makers with purchasing authority, not junior staff conducting preliminary research. This ensures productive conversations and the ability to conclude deals during the exhibition rather than requiring multiple follow-up meetings. The professional atmosphere and business focus facilitate serious negotiations.

Comprehensive Services at No Cost: A unique feature of M.O.W. is its complimentary services for all professional visitors including free admission (no entrance fees), free parking directly adjacent to exhibition halls, free WLAN throughout the venue, and free catering in trade fair restaurants. These cost savings enhance ROI while the high-quality services create a comfortable working environment.

Central German Location with Excellent Connectivity: Bad Salzuflen’s location in the center of Germany provides optimal transport connections via major highways (B239), proximity to multiple international airports (Hannover, Düsseldorf, Cologne/Bonn, Frankfurt within 2-3 hours), and rail connections to major German cities. The region offers abundant accommodation options at various price levels, quality dining reflecting East Westphalia’s culinary traditions, and the opportunity to visit furniture manufacturing facilities in the surrounding area.

Spring Preview with Partnertage Ostwestfalen: M.O.W.’s autumn exhibition is complemented by Partnertage Ostwestfalen (Partner Days East Westphalia), scheduled for March 24-26, 2026, at the same venue. This spring event provides a content-related and communicative bridge to the autumn fair, focusing on advertising products and ranges for all furniture distribution channels. The two events create year-round engagement between manufacturers and retailers, with the spring event providing an important boost at the beginning of the season.

Conclusion

M.O.W. 2026 represents an essential event for professionals in the European mainstream furniture market. As the continent’s leading autumn furniture trade fair, M.O.W. provides unmatched access to consumer-oriented products, qualified suppliers, and business opportunities that drive retail success in the most important market segments.

The exhibition’s 40+ year history demonstrates its enduring value and deep understanding of industry needs. Since 1984, M.O.W. has evolved alongside the European furniture market, continually adjusting to address changing consumer preferences, retail formats, and business practices while maintaining its core focus on mainstream market requirements. This consistency and reliability make M.O.W. an indispensable annual fixture in the calendars of serious European furniture professionals.

The introduction of M.O.W. olé addressing outdoor living trends shows the exhibition’s responsiveness to evolving market opportunities while maintaining its mainstream focus. Outdoor furniture represents significant growth potential in European markets, and M.O.W.’s curated approach ensures products meet commercial viability requirements rather than being purely design focused.

Bad Salzuflen’s role as host city adds historical resonance. The region’s furniture manufacturing heritage, skilled workforce, and industry expertise create an authentic environment where furniture professionals feel at home. The modern Messezentrum Bad Salzuflen facility combines this heritage with contemporary exhibition infrastructure, professional services, and visitor amenities.

The German market’s importance within Europe cannot be overstated. As Europe’s largest economy and a major furniture consumer market, Germany influences trends across the continent. M.O.W.’s positioning as the leading German autumn furniture fair makes it essential for companies seeking to establish or strengthen their German market presence while accessing broader European opportunities.

Mark your calendars for September 20-24, 2026, and plan to join European furniture professionals at Messezentrum Bad Salzuflen. Whether you’re sourcing retail chains, independent stores, online platforms, or specialized furniture operations, M.O.W. 2026 offers relevant products, qualified suppliers, and a productive business environment.

For more information and registration details, visit the official M.O.W. website: www.mow.de