Dealers and exhibitors excited about 16th IAW – International Trade Fair for Retail Promotions and Imports even before start


Pens packed, order forms printed and neatly stacked, calculators and mobile phone chargers on hand – buyers and exhibitors have gone through their check-lists and are all set to go. They are now eagerly awaiting the opening of the 16th International Trade Fair for Retail Promotions and Imports in Cologne on 25 September.

The statistics are good and already confirm the excitement generated by Europe’s leading trade fair for promotional products and trade orders. The popularity and importance of this event is undiminished as can be seen by the fact that the entire exhibition area allocated to the 16th IAW is again fully booked.
Approx. 85 percent of the exhibitors are well-known faces, but these regular exhibitors will be joined by a further 40 companies exhibiting in Cologne for the first time. Top-name companies from Germany, Spain, France and the UK number among their ranks, but there has also been keen interest from Eastern Europe, notably from Poland, Bulgaria and Romania.  
One of the new exhibitors is the Romanian company Allview, which has defied tough international competition and achieved remarkable growth. The company manufactures cell phones and tablet PCs using DUAL SIM technology, which allows separate numbers – for example, for business and personal use – within one phone. Another newcomer to the IAW is the Chinese company YIWU AUSPICIOUS TRADING CO., LTD. As well as trading in various products, Yiwu offers diverse export services, as well as buying and quality control, translation services and dealing with customs and other formalities. With its extensive portfolio of services the company has proven an effective springboard to Asian markets for many German companies.
“It is always great to experience the trade’s enthusiastic response to the IAW”, said a delighted Ulrich Zimmermann, managing director of Nordwestdeutsche Messegesellschaft Bremen-Hannover mbH. “The retail and wholesale community always welcomes new members to its ranks here and looks forward to seeing the new products and offers they bring with them.”
The autumn fair is always especially exciting as it takes place close to the important Christmas sales period and at a time when new product lines are being launched for the winter and spring seasons. 2013 is no exception as project manager Kerstin Manke knows: “The range of products is particularly diverse this time. Trade representatives will definitely be able to find inspiration for the special promotions that are coming up in the next few months.” This especially applies to exhibitors such as Manufaktur Locnikar GmbH. Irrespective of the season, the Bremen-based firm is already on “party alert”. This importer/wholesaler can expect keen interest in the mascots, charms, wedding decorations, figurines and other decorative items for different occasions it will be showing at the IAW.

Expert knowledge and practical tips for day-today business is presented in the IAW Trendforum. In a series of talks delivered by high-calibre speakers, visitors will discover concepts for effective promotions and practical solutions to boost sales.
The top speakers this autumn include Ulrich Eggert, proprietor of Eggert Consulting, Cologne, and Elmar Fedderke, managing director of Walgenbach GmbH & Co.KG, Düsseldorf. They will be joined by a team of experts from Marcellinos Academy, Hannover.

Details of the program for the IAW Trendforum can be found at
This year, the IAW will complement the Trendforum with a new highlight: at the end of the sessions on Tuesday and Thursday visitors have the opportunity to win products donated by the exhibitors in a special prize draw. One of the main prizes is an Allview AllDro Speed PC tablet.

Inventiveness, innovation and trend-setting potential will again be celebrated and rewarded at the 16th IAW. The esteemed “Trendseller Product Award” will be presented for the eleventh time in recognition of an exceptionally innovative product idea. After an evaluation of the products entered for the competition, a panel comprising experts with first-hand experience of products and market trends will announce the winner on the first day of the IAW.

For more information on how to book tickets for trade visitors – plus the detailed program of the Trendforum – visit our website:

The IAW-Newsletter

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