An occasion to celebrate! The 20th IAW – a special event for the trade!


The IAW team has invited more guests than ever to the anniversary event. The latest product lines will be showcased by some 300 exhibitors from across the world on a 26,000 m² display area – starting 23 September 2014.

“We want to make a big impact with our 20th trade fair this autumn”, declares trade fair boss Ulrich Zimmermann. The IAW – International Trade Fair for Retail Promotions and Imports – will occupy a new venue: Halls 10.2 and 11.1 at the Cologne exhibition centre. “With a total display area of  26,000 m² we can offer our exhibitors and trade visitors the biggest exhibition in the event’s history”, says Zimmermann. A bigger display space obviously means more diversity. This time all eyes will be directed to the upcoming autumn/winter seasons, which will naturally include seasonal decorations and decorative items, winter clothing and accessories, Christmas and seasonal products, toys and games, care products, and everything to liven up the wet and gloom of winter, as well as boost retail sales.
As usual, the exciting array of innovations and novelties, best-selling products and traditional favourites will be augmented by an interesting forum program spread across all three days of the trade show. The speakers are high-calibre experts from the trade who will pass on their know-how, visions and strategies for successful product presentations, ventures into e-commerce – and more besides – to a trade audience. The program, as in previous years, has been devised in cooperation with two outstanding partners in tune with the trade, namely and

At the IAW Trendforum, held on the first day of the trade show, Elmar Fedderke, managing director of Walgenbach GmbH & Co. KG, will explain how brick-and-mortar retailers can attract custom by acting as top service providers offering excellent customer support and advice. The Forum will be presented by Ralf Kühler, Germany’s best-known TV shopping channel expert. At the end of this first day he will also moderate the IAW Trendseller Product Award ceremony. The award is given to three promising products shown at the IAW. The whole event has become a real magnet for customers.

The many new exhibitors are also expected to cause a stir at the anniversary edition of Europe’s leading event for orders of promotional products, trend-led items and bulk selling products. For more than 50 exhibitors this will be their first time at the IAW, and the merchandise they exhibit, including thermal socks, halal fruit gums, brightly coloured bags, accessories and lifestyle products, will add further variety to the event. The organizers of the IAW expect to see exhibitors and visitors from more than 60 countries. Ulrich Zimmermann believes that “the international mix of our trade fair is one of our greatest strengths”. He adds: “Only here will you find the top buyers for such a diverse range of products from across the world. In a sense, we bring the world to the buyer’s doorstep.”

A broad product range, an interesting supporting program and an increasingly international trade fair mix are the three most persuasive arguments for making the IAW a “not to miss” date in the calendar of international retailing. In order to ensure that trade visitors are well prepared for the key event of the season the IAW website is full of relevant information. Other planning aids for trade fair visitors coming to Cologne include a comprehensive list of exhibitors and an online catalogue with many top items that are already accessible online. A lively impression of the trade fair atmosphere can be gained from videos of the trade show which can be viewed on YouTube.

The IAW-Newsletter

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