As the January Furniture Show 2026 approaches, Skovby prepares to make a focused return to the UK market, bringing a refreshed visual identity and a renewed strategy. With over three decades of presence at the event, the Danish manufacturer aims to reinforce long-standing relationships while engaging new retail partners eager for authentic Scandinavian craftsmanship. This year's participation is not just a continuation, it marks a deliberate effort to adapt to shifting market dynamics and evolving design needs.
'A good idea never grows old,' says Jacob Højsted Nielsen, Head of Marketing, reflecting on the steady principles that guide the brand's evolution. For interior professionals seeking partners who combine heritage with innovation, Skovby's participation this year signals a timely and deliberate step forward.
© Skovby
Classic tastes, modern needs
'We have been at the show for around thirty five years,' Jacob explains, describing the event as essential to the company's dialogue with the UK market. 'It is the biggest fair for us, and the UK remains important.' Even with the recent turbulence in retail, he remains optimistic. 'The UK has been tough, but we believe we can come back to what we were, if the clients are ready.'
Much of this confidence stems from strategic adjustments. 'We started working with ........... a couple of years ago, giving Skovby another look and another step up in the UK,' he says. The focus for 2026 is twofold: strengthen bonds with long term partners and open the door to new retailers who seek dependable Scandinavian craftsmanship. 'Many clients have scaled down in recent years,' he adds, 'so both old and new clients are more than welcome to visit us and see our main collection.'
Design wise, Skovby continues to align its philosophy with real life living patterns. 'People sit around the dining table the whole evening now,' Jacob notes. 'So we focus on the light and comfort of our chairs, so you feel like you can sit all evening in the same place.' While international markets lean towards colour, he observes that UK buyers still show strong affection for classic oak lacquer and timeless Scandinavian silhouettes. 'Our designs are developed to last for a very long time,' he says.
© Skovby
Innovation shaped by real use
Although final prototypes are still in development, Skovby will unveil several new designs at the show. Jacob describes them as 'different cool pieces' and hints at an upcoming cabinet he is personally excited about. True to Skovby's functional ethos, many innovations centre around enhanced usability. 'Every furniture maker can make a table,' he remarks, 'but when you build in something special, you give people a reason to choose Skovby.'
He points to extension systems as a defining strength. 'We have a table that goes from two metres to over five metres, and it is quite amazing,' he shares. Such engineering elevates the everyday, creating versatile dining solutions for families that grow, shrink or gather differently over time.
Visitors can expect a refreshed visual identity on the stand. 'A new look, new colours, a step up,' Jacob says, describing the atmosphere the brand aims to create. Even without expanded floor space, the design direction is distinctly elevated.
As for the lasting impression, Jacob answers instantly: 'When people see our Model 33 table, they always say wow.' With its concealed leaves rising seamlessly from the base at a simple push, it remains one of Skovby's most admired ideas. 'That wow,' he concludes, 'is exactly what we want them to walk away with.'
More information:
Skovby
January Furniture Show
18 - 21 January, 2026
NEC, Birmingham, Hall 1, Stand D80
[email protected]
www.skovby.com
+45 87 54 55 00
Denmark
