International, diverse and innovative: from 2 to 4 September 2025, the 39th International Trade Fair for Retail Promotions and Imports (IAW) will once again welcome visitors and exhibitors from all over the world to the Cologne Exhibition Centre (Koelnmesse). For over 20 years the IAW fair has been the established industry meeting place for all sectors of global retailing, regularly attracting around 6,000 trade visitors and 300 exhibitors from more than 80 countries.
On 30,000 m² of exhibition space, the 39th IAW trade show will once again showcase the entire product spectrum of the retail world, right on time for the Christmas business. Prestigious exhibitors will present their goods from all areas of retailing – ranging from promotional and on-trend articles via DIY, gardening, household goods and toys to drugstore products and food. The efficiently organised exhibition space will enable trade purchasers to find new product ranges and suppliers quickly and easily. In times of uncertainty in trade and global politics, the IAW accordingly represents a reliable hub for attractive deals and lasting business relationships.
The IAW‘s role as a leading trade fair is particularly evident in the diversity of its exhibitors. The event will not only feature established retailers, but a number of first-time exhibitors will also be presenting their wares in the exhibition halls. Justus von Siebert, Director of Sales & HR at L&K BrandTrading GmbH, explains the importance of the IAW for healthy business relationships: “At the IAW trade fair, we can make initial face-to-face contacts and discuss every offer in detail.” The varied and diverse mix of first-time exhibitors and long-standing partners has for many years made the IAW a reliable sales and networking platform which provides the inspiration for product range expansion.
The innovative character of the IAW is backed up by the E-Commerce Arena, which is now in its 21st time as an integral part of the trade fair activities. The E-Commerce Arena offers visitors a wealth of essential know-how in the form of specialist presentations on topics relating to marketplace strategies, online marketing, logistics and many other areas of online retail. Stefan Grimm from GKS-Handelssysteme GmbH, the organiser of the programme, emphasises that a retail company can only maintain its sales figures if it sells via online channels. This is where the E-Commerce Arena comes in: “In the final analysis, it‘s always about practical applications: What can I do to be better tomorrow?” The E-Commerce quarter gathered around the stage brings together specialist service providers – from shop systems to fulfilment – and accordingly facilitates the transfer of knowledge between analogue and digital commerce.
Visitors and exhibitors can experience this and many other highlights at the 39th IAW trade fair. The upcoming fair is taking place in Halls 6 and 9 of the Cologne Exhibition Centre from 2 to 4 September 2025. Exhibitors who register before 1 July 2025 will receive a 10% early-bird discount on the basic stand rental, and trade visitors can register right now for free admission tickets. For more details, please see www.iaw-messe.de.
