For more than 20 years the IAW trade fair in Cologne has been regarded as a major retail platform for the market in international promotional goods and imports. This is where exhibitors, purchasers and industry experts meet twice a year to discover new business opportunities and make valuable contacts. But why are more and more companies choosing to participate in the IAW fair? We spoke to exhibitors and summed up their experiences.

Initial experiences at the IAW trade show: discovering new sales opportunities 

“A customer told us about the IAW trade fair, and we thought, ‘Why not give it a try?’” reports Dr. Nadine Veith, CEO of household goods manufacturer Ruco. This is the first time Ruco has participated in the IAW trade fair in Cologne, thus taking an important step towards opening up new sales channels.

An international trading venue with a long tradition 

For two decades the International Trade Fair for Retail Promotions and Imports (IAW) has been a well-established market place for manufacturers, retailers, and importers from all over the world. A wide range of exhibitors present their products and services in Halls 6 and 9 of the Cologne exhibition centre, while a fascinating supporting programme promotes networking in the field of e-commerce. This combination makes the IAW a key platform which is constantly attracting new companies.

Productive contacts in times of difficult market conditions 

The French company Chloelina is also exhibiting at the IAW for the first time. “We heard about the IAW trade fair through a recommendation and wanted to reduce our warehouse stock,” explains Natacha Pascaud. She adds that the IAW fair is a valuable opportunity to meet new business contacts, especially when the market is challenging. “At a trade fair, customers see your face and hear your name – this creates trust and credibility,” says Ms Pascaud.

For companies exhibiting at the IAW trade show for the first time, Natacha Pascaud recommends careful planning of the stand setup before arrival, in order to ensure that the trade fair participation goes smoothly.

New market opportunities for specialist manufacturers 

Belgium’s The Cookware Company, which specialises in PFAS-free kitchen utensils, also uses the IAW trade show to open up new sales channels. “We wanted to connect with retail chains that we hadn’t been in contact with before,” explains Karl-Heinz van Boxstael, Sales Manager Retail at The Cookware Company. His conclusion: “The trade fair made a strong impression on us, we’ll definitely be back.”

Networking and selling surplus stock

With Managing Director Jochen Rath and Project Manager Samir Bahri, Blechwaren Fabrik Braunschweig GmbH is represented with its own stand for the first time. “We’re taking advantage of the IAW to sell surplus stock and present new products,” says Rath. The company benefits from extensive networking at the trade fair, and has already successfully acquired new customers.

IAW 2025 – your opportunity for new business contacts 

With its international coverage, diverse exhibitor portfolio and knowledgeable trade visitors, the IAW trade show remains a key event for ordering promotional goods and imported products. The 39th edition will take place from 2 to 4 September 2025 in Halls 6 and 9 of Koelnmesse, Cologne’s exhibition centre. Registration for exhibitors and visitors is already under way.

This is your ideal opportunity to access new markets, make valuable contacts and strengthen your business in the long term – at the 2025 IAW trade fair in Cologne!