26th IAW Trade Fair in Cologne – once again as the central showcase for the retail trade


From 20-22 September the Cologne Exhibition Centre will again be hosting Europe’s biggest event for orders of promotional and bulk-selling trend products and merchandise for impulse sales – the International Trade Fair for Retail Promotions and Imports (IAW). Due to various parallel events in Cologne, the IAW has been rescheduled and will this time run from Wednesday to Friday. A total display area of 28,000 m² in Halls 6 and 9 will be occupied by more than 330 exhibitors from across the world, including importers, manufacturers and some of the sector’s real giants. Trade fair organizer Kerstin Manke is already excited about the coming fair: “We were able to carry the drive and enthusiasm engendered by the previous IAW – our silver anniversary – into this event and will be offering our visitors maximum diversity, not only with the biggest-ever display of products seen at an autumn IAW, but also with the program of talks.” Around 9,000 guests from numerous countries are expected to attend the IAW.
The International Trade Fair for Retail Promotions and Imports boasts a unique portfolio embracing every segment: gift items, seasonal and trend products, body care and beauty, food, textiles, toys and games, private labels, and many others. Trade visitors will be able to find the right merchandise in every segment for their outlets and online shops. The visitors’ interest in original and innovative products will be satisfied by the event, not least through the presentation of the Trendseller Product Awards, when the most promising products at the trade fair – previously selected by a jury of experts – will receive special awards.
The newcomers exhibiting at the IAW often bring innovative products with them and find that the trade fair gives their sales a real boost. Once again visitors at the autumn IAW will encounter many new international exhibitors and experience the excitement that they bring by adding to the range of exhibits. So far approx. 50 new exhibitors have already registered. They will undoubtedly add new impetus to the trade fair.
New ideas and impulses can also be expected from the experts taking part in the next IAW, who will offer attendees their insights and insider tips – a valuable transfer of practical know-how. As was the case at the Spring IAW, the program of talks will be presented at two locations – the IAW Trendforum and the E-Commerce Arena staged by restposten.de / GKS Handelssysteme GmbH. Both will feature informative talks on marketing, sales psychology and e-commerce. The sessions addressed by expert speakers will include an analysis of key players such as the sales platforms Amazon and eBay. Undoubtedly one of the highlights of the Trendforum on the second day of the trade fair will be the session organized by zentrada Europe, where e-commerce star Michael Atug will explain how dealers can set themselves apart from their competitors. This highly successful online trader will offer useful advice on positioning and branding. On Friday, the third day of the trade fair, there will be three additional talks on such topics as consumer psychology and sales. Further information on the program of talks can be found at www.iaw-messe.de/trendforum_de.aspx.
“There are still a few spaces available for stands, but we recommend that anyone interested should book soon. Experience has shown that at some stage requests for stands must be rejected”, says Kerstin Manke. She recommends checking out the website www.iaw-messe.de, where trade visitors can also register and order complimentary admission tickets.

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