We’re delighted to announce that Cromwell will be returning as exhibitors to Decor + Design and the Australian International Furniture Fair in 2021. Co-located, together the trade fairs form the most important buying and networking destination for the Australian furniture and design industry.

After a virtual show in 2020 thanks to the pandemic, we’re looking forward to seeing everyone in the flesh at the Melbourne Exhibition Centre from 15 – 18 July, for the 18th edition.

Cromwell has been a star attraction of the exhibition for a number of years…and for good reason! Founded over 56 years ago in Melbourne, the furniture house has become a go-to staple of interior designers and furniture retailers all over the country.

A Family Affair With Furniture 

Cromwell was started in 1964 by Paul and Sue Snowsill. Today their four children – Eliza, Andrew, Emily and Carl – run the business, with the support of an outstanding team.

Braganza Jars. Image: @cromwellaustralia

Such a strong family love affair with the furniture business is rare, and one which the siblings now appreciate, says Eliza.

“It’s a really special thing to work with each other and it’s only now, after so many years have passed, that we really treasure it!”

A Local Institution; Powered by International Inspiration

With interiors and furniture in their blood, the Snowsill brood are always on top of international trends for high-end residential interiors. In a usual year, they visit factories and trade shows across the globe, sourcing the best quality products which will also fit the Australian lifestyle.

Of course, 2020 was not a usual year. Luckily for Cromwell, their decades of experience helped them navigate the unexpected terrain we were all faced with.

“Thankfully we have a small, dynamic team with a deep knowledge of the sector,” says Eliza Snowsill.

“Running a small business during a pandemic was never going to be easy, but thankfully we always plan months in advance for stock orders, so our supply chains and arrival of new products was still consistent.”

Classic Bar Cart. Image: @cromwellaustralia

It’s All About Relationships

Great trade client relationships became more important than ever during the long periods of enforced lockdown in Melbourne.

Loyal trade clients trusted the Cromwell team’s knowledge of their products, and a good supply chain meant they could still show their clients high-end, well designed pieces perfect for their projects.

“For interior designers, being able to confidently specify those pieces without seeing them ‘in the flesh’ was essential. Our interstate customers were still working well with us throughout this period and we were thankfully able to keep busy during a challenging time,” says Eliza.

Furniture & Interior Design Has Become a Priority

One of the silver linings of the pandemic is the new appreciation people are showing for furniture and design. We’ve all fallen back in love with our homes.

Cromwell has found that in general, their Interior Designer trade clients have been busy; and having large amounts of items in stock has meant they have been able to satisfy most customers’ needs quickly – especially for projects which were put on hold in 2020 but are now back in full swing and need to be completed quickly.

“Clients are also willing to wait for the right product, and we are working on a lot of projects where we will be supplying goods for late 2021.”

Accessories by Cromwell, in a charming vignette by @tess.newman.morris and @cooteandco Image: Instagram

“It is lovely to see such a variety of products being used in projects, and that colour is back in interiors in so many ways! Classical pieces are still extremely strong, and we are lucky enough to do a cross section of styles to cover these and transitional/contemporary pieces.”

Bookends by Cromwell. Image: @cromwellaustralia

New desks and dining tables have also proven particularly popular – reflective of the fact that we’re using them more than ever these days!

Eliza recognises that there are still challenges ahead. “Not being able to travel internationally will make it tough to source products. It is going to really rely on the network of knowledge and experience in this part of the industry in terms of new designs and products.

“Supply around the world throughout all industries is going to be a challenge and experience in this area is only going to be a benefit. Thankfully we have been doing this a long time!”

Cromwell’s exhibition stand at Decor + Design & AIFF 2019

With the renewed focus on the home, furniture and design, the industry will be looking closer to home for inspiration. We’re delighted to welcome Cromwell back as an exhibitor at the 18th edition of Decor + Design and the Australian International Furniture Fair in 2021.

“2020 was made an even stranger year not being part of the exhibition! It really is a landmark event in our calendar, and we are so excited to have it to look forward to this year.”

Cromwell also have new collections arriving just in time for the show. “We cannot wait to see everyone again and show them what has been developing in the past year. Stay tuned!”

The 18th edition of Decor + Design and the Australian International Furniture Fair (AIFF) will take place from 15 – 18 July at Melbourne Exhibition Centre. Visitor registration opens on March 1st and is free for members of the design trade – subscribe now to receive an alert when it opens and start planning your trip to Australia’s No. 1 Interiors Trade Event.

You can explore Cromwell’s current collections via their website.