International character of IAW stronger than ever – more visitors and exhibitors from outside Germany


The trade fair for orders of promotional products, trend-setting imports and volume products consolidates its position

Anyone who wants to be successful in the retail trade understands the importance of constantly checking his range of products and offering competitively priced, trend-led products that secure fast sales and attract additional customers. The International Trade Fair for Retail Promotions and Imports in Cologne provides the ideas and inspiration needed. The next IAW – the 13th Fair – will be showcasing its biggest and most diverse display of products ever. Manufacturers, wholesalers and importers are all welcome to take part. 

Over the past twelve months the IAW has successfully consolidated its position as the leading trade fair for retail promotions in Europe. Despite fierce competition, the event has been able to attract increasing numbers of exhibitors and visitors. In particular, the level of international participation has continued to grow. Thus at the last IAW in September 2010 more than 210 exhibitors were registered – including more than 25 % from outside Germany.

The event, which exclusively targets trade professionals, not only showcases the whole spectrum of trend-setting products for retail promotions – the visitors are able to plan promotions and finalize orders on the spot. More than 6,500 visitors from 47 countries took part in the last IAW in autumn 2010 and used the opportunity to find the right products for short-term seasonal business, look at new product ranges and be inspired by new trend-setting products. Most of the visitors were buyers from retail chains, department stores, discounters and independent retailers. The organizers expect approx. 250 exhibitors to present their products in Hall 6 at the Cologne Exhibition Grounds from 15-17 March.

Exhibitors who book their place at the IAW by 20 January 2011 will benefit from our 10 % early booking discount on basic stand rental. First-time exhibitors at the IAW from outside Germany will be able to take advantage of an all-inclusive package (incl. PR services), which costs only as much as the stand rental. At the last IAW more than 20 companies who were first-time exhibitors took advantage of this offer. Another new interesting benefit is being offered in March 2011: exhibitors who take part in cooperative advertising and mention the IAW in their own advertising will get part of their costs “refunded”. Exhibitors and visitors taking part in the IAW Trend Forum will learn about concrete solutions and original ideas to drive their daily business forward. Participation in the Trend Forum is free of charge. Another highlight is the presentation of the IAW Trendseller Product Award – widely spoken of as the Oscar of the retail trade – which is presented twice a year in recognition of trend-setting products expected to rank among the season’s top sellers.

Finally, the IAW also offers a unique range of additional services. These range from free refreshments at the Exhibition Grounds and price reductions on rail travel to free admission tickets and diverse advertising and PR services for exhibitors. Further information on the IAW can be found at

The IAW-Newsletter

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