As the European upholstery sector moves towards a more customer-led and experience-driven future, manufacturers that balance scale with adaptability are becoming increasingly influential. SoftNord is one such company, combining industrial capacity with a highly flexible design and production approach. At this year's January Furniture Show, the brand is reinforcing its role as a long-term partner for retailers rather than a short-term supplier.
Founded in 1992 and now supplying much of Europe and the UK, SoftNord has built its reputation on breadth of choice and an unusually flexible production model. Renata Šilinskienė, Sales Director of SoftNord, and Daryl Drylie, UK Sales Manager at SoftNord, outline why physical trade fairs remain central to that strategy and what visitors can expect from the brand's latest presentation.
© SoftNord
Newest collection, Hamden
Why January still matters
For SoftNord, the January Furniture Show remains the most effective environment to present new products and deepen relationships. 'The biggest advantage of the show is exposure,' says Daryl. 'This is where the highest concentration of buyers is, all in one place, over a short period of time. Retailers want to sit on a sofa, touch it, feel the comfort in real life.'
Renata emphasises that the show also serves an important relational function. 'We have long-term relationships with our clients, but we cannot visit everyone,' she explains. 'Meeting them at the show, drinking a glass of champagne, discussing ideas, listening to what they want, this is very important. Trust comes from years of working together, and the show helps maintain that connection.'
© SoftNord
Renata Šilinskienė, Sales Director at SoftNord, next to the newest Hydra Collection
Commercial goals shaped by collaboration
While networking plays a role, SoftNord's objectives are also commercial. 'We are coming because we want business,' Renata says. 'If nothing happens, then why invest? Our focus is on continuous improvement, growing together with our clients and strengthening our sofas across every level.'
For Daryl, success is measured both immediately and over time. 'You see appreciation in the eyes of customers when they come onto the stand and say, "You've listened to us and look what you've produced,"' he says. 'But the real confirmation comes six months later, when those models start selling in stores. That is when you know the product works.'
Customer input is central to SoftNord's development process. 'All developments come from clients,' Renata explains. 'They give the first idea, then we develop it based on requirements. Those conversations are what create the best products.' Daryl adds, 'We can always tweak a design, change a detail, because if the customer tells us it will sell, we listen.'
© SoftNord Daryl Drylie, UK Sales Manager at SoftNord, next to the newest Palma Collection
New collections and a stand that reflects the brand
At this year's show, SoftNord will introduce six to seven new collections, including modular sofa groups, corner configurations and a new sofa bed featuring an Italian mechanism. 'Every model has many variations,' says Renata. 'Open corners, U-shapes, chaise longues, different seat options. That flexibility gives customers real choice.'
Two key highlights are the Hydra modular system and the Palma model. 'Palma is a great example of sharing ideas between markets,' Renata notes. 'It was originally for Europe, but we adapted it for the UK with a special double back cushion that creates a higher back. It supports the neck and is very comfortable, which UK customers really like.' Daryl adds, 'This is exactly how we combine European design with UK-specific needs.'
Visitors can also expect a warm welcome. 'We are a very welcoming stand,' Daryl says. 'Tea, coffee, wine and even a Lithuanian speciality. But most importantly, people can sit, lie down and really experience the sofas.' Behind that hospitality is serious technical performance. 'Our frames are laboratory tested, fully panelled and extremely durable,' Renata explains. 'Some clients guarantee the frame for 15 years, which says a lot.'
Ultimately, SoftNord wants visitors to leave with a clear feeling. 'We want retailers to feel appreciated,' says Daryl. 'There are many choices in this industry, but if they leave knowing we value the partnership, then we have succeeded.' Renata concludes simply, 'We just invite everyone to come to our stand and experience it for themselves.'
© SoftNord
More information:
SoftNord
January Furniture Show
18 - 21 January, 2026
NEC, Birmingham, Hall 5, Stand C20
Daryl Drylie, +44 (0) 7709 553737
[email protected] / [email protected]
Renata Šilinskienė, +370 615 816 77
[email protected]
www.softnord.co.uk
Lithuania
