New product ranges for the trade


A major key to success in the retailing sector is the ability to offer diversity. The IAW – International Trade Fair for Promotional Products – plays an important role in this respect. The event, which takes place for the eleventh time from 16 to18 March in Halls 4.1 + 4.2 at the Cologne Exhibition Centre, will offer even more products and ideas for effective promotions than in the past.

Germany’s most important trade fair for promotional and trend-led products is the central showcase for the entire retail sector. Exclusively devoted to trade visitors, the trade show attracts more than 200 manufacturers and importers, who will present product highlights on a total display area of 24,000 m². Offering a clear professional orientation,the IAW boasts a comprehensive array of trend-setting products and an opportunity for retailers to plan and order products for their promotions on the site. For over 6,000 visitors this is a perfect opportunity to secure merchandise for short-term seasonal trade and try out new product ranges. Apart from offering a varied and exciting range of products, the IAW is also a great source of ideas and inspiration.

Not surprisingly, the international profile of the event has grown from strength to strength. Nearly 20% of the exhibitors coming to Cologne are from outside Germany, including 12 companies participating in the IAW for the first time. Among the new exhibitors is Jutexpo Ltd., a UK company which has “reinvented” jute bags and offers a politically correct accessory that is modern and stylish and meets green considerations in the age of climate change and debates on sustainability. Another newcomer, Marian Plast Ltd. from Northern Israel, will be exhibiting reasonably priced, high-quality household goods, kitchen accessories and plastic toys.

The IAW Trend Forum is at the heart of the fair. Here visitors can access the information needed to identify branch trends and perspectives. A special highlight of the Forum is the IAW Trendseller Product Award – the Oscar of retailing, which is bestowed twice a year on trend-setting products that are regarded to be potential best-sellers.

One of the unique features of the IAW fair is the package of free services on offer. For example,every exhibitor who books stand space of at least 30 m² is profiled free of charge in the online showroom at the reseller’s site Every exhibitor receives free refreshments at the Exhibition Grounds, offers for cheap rail tickets and hotel accommodation, as well as attractive advertising aids and services – many of which are also free of charge. Of course, trade visitors also benefit from numerous additional services, including the chance to obtain complimentary admission tickets if they pre-register at

The IAW-Newsletter

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