In January of 2025, Kristine Art entered a brand-new chapter—our first-ever B2B exhibition at Formex in Sweden! This journey wasn’t just about showcasing our art; it was about stepping into the wholesale market, learning, and meeting inspiring people along the way.

For anyone thinking of taking their small creative business to such an event, I hope this post provides valuable insights, tips, and inspiration. Here’s how Formex helped us grow and prepare for the future.

Why We Chose Formex

The decision to participate wasn’t made lightly. With its reputation as one of Scandinavia’s top trade fairs, Formex seemed to perfectly balance affordability and accessibility. It was close to home, allowing us to drive all our materials , and provided a great platform to reach an audience tailored for creative and boutique brands like ours.

We also saw this as the perfect starting point to step into the wholesale market, inspired by watching other small brands succeed in this space.

How We Prepared

Let me be honest: preparing for an exhibition for the first time is intense. We had so many questions, so much research, and not enough hours in the day!

Some of the steps we took:

Marketing Materials: We made fresh business cards and A5 cards with product information and a free tutorial to try out—a hit among visitors.
Booth Design: Crafting the booth was trial and error! Researching other stationery brands gave us ideas, but it wasn’t until the last day that our final design came to life. (Lesson learned: start your booth design earlier!)

The Exhibition Experience

Walking into Formex was both overwhelming and magical. The vibrant energy of over 500 businesses, showcasing everything from home goods to stationery, was palpable.

Here’s what stood out during the event:

Booth Impact: Visitors admired our simple, elegant individual displays for each product. Sometimes less really is more!
Recognizable Reputation: A few attendees recognized me from our social media, which was so rewarding. Others noted how familiar our designs felt—proof that Kristine Art is reaching hearts!
Meaningful Interactions: Connecting with shop owners and other artisans, particularly those passionate about floral themes, felt like meeting kindred spirits.

What We Achieved

We may have been first-timers, but Formex was packed with wins:

🛍 First Wholesale Sale: We found our debut stockist—it was thrilling to see our art ready to find homes in boutiques.
🖼 New Network of Contacts: Every conversation at Formex became an introduction to new opportunities. We’re already following up with many enthusiastic leads.
📈 Learning Opportunities: From frank feedback (both kind and critical) to advice from seasoned exhibitors, it was a priceless education.

Looking Forward

This is just the beginning. Encouraged by our success, we’re already planning pitches for some of the connections we made and researching exhibitions that align even better with our niche.

Tips for First-Time Exhibitors

If you’re planning your first B2B exhibition, here are a few things I’d share from my experience:

Start Small & Local: Go for a smaller, affordable venue to ease your way in.
Plan Your Booth Well in Advance: Research and test your setup—don’t leave it for the last minute like we did!
Engage Fully: Be warm, friendly, and proactive—it makes all the difference.
Treat It as a Learning Experience: Sales are great, but your first exhibition is all about growth.

Was It Worth It? Absolutely!

While Formex wasn't an exact match for Kristine Art’s category, the experience was invaluable. It gave us confidence, clarity, and momentum for our wholesale journey.

To see more from our time at Formex, including visuals and behind-the-scenes moments:
🎥 Watch the YouTube video to relive the event ➡️

Have you thought about going wholesale or showcasing at a B2B event? I’d love to hear about your experiences! Let me know in the comments or through email art@kristineart.com

Breaking into Wholesale: Reflections on Our First B2B Exhibition at Formex - Sweden