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Katie Marshall about Vidato's journey into the UK market:

'Everybody stopped because they knew the fabric, but they couldn’t quite place it'

In an interview with Katie Marshall, we gained insight into Vidato's recent expansion into the UK market. The Dutch company from 1976 is specialised in upholstered furniture. With new owners taking the reins last year, the company saw an opportunity to explore new horizons and expand to the UK.

'For me, bringing a new manufacturer and new products in was a really exciting prospect. And in the Netherlands Vidato wanted to develop new markets, so I came at the right time really,' says Katie Marshall, head of Vidato UK. 'Vidato is strong in the Netherlands. The desire is to grow capacity in the contract and the retail trade.'

Debut at NEC Birmingham
Katie and the three Dutch stakeholders are all committed to ensuring the success of Vidato in this new venture. Despite the challenges posed by the current economic and political landscape, Vidato remains optimistic about the opportunities presented by the UK market. 'The UK market is very up and down at the moment. We went to the NEC January Furniture Show last week. The show here has very mixed reviews, compared to the other European shows. But we went to put our name out there and to show what we can do, which was really great.'

The Silvano sofa by Vidato, with scalloped edge.

''One of the great things about the show was that we had a lot of visitors from the contract market. Lots of commercial and residential contracts. People in maritime projects or commercial fit-outs for events, all sorts of things. We've done these projects in the Netherlands before, so we can confidently say that we can do that in the UK too. It was wonderful that we had so many leads.'

At the trade show, Vidato showcased a range of products tailored specifically for the UK market. The boxy Rebel for example, was upholstered in reimagined Underground fabrics. 'The Rebel sofa was a real showstopper. Everybody stopped because they knew the fabric, but they couldn't quite place it. It was lovely to have that discussion with them and to show what we can do.' Another example was the curved contract sofa using multiple textures in segments. 'It really showed that we can do some skilled upholstery for a lot of different projects: maritime, hospitality, office, residential as well as the retail side.'

The Rebel collection at the stand in Birmingham.

Looking ahead, Vidato is focused on nurturing relationships with clients and expanding its presence across various sectors, including retail and contract projects. The company's flexible approach to bespoke solutions positions it as a preferred partner for clients seeking unique and tailored furnishings.

More information:
Vidato Interiors UK
The Junction – Office 43
Charles Street
Horbury, Wakefield, WF4 5FH
+44 (0) 113 3720027
[email protected]