The countdown has begun: IAW – the top event for German and European retailers – is once again fully booked in March 2012


For the IAW – the biggest trade fair for retail promotions and imports – March 2012 marks a small anniversary.  For the 15th time the organizers of the event will be welcoming exhibitors and buyers from Germany and other European countries to Cologne. A diverse range of products, a fully booked exhibition hall (Hall 10.2) and a conference program featuring high-calibre speakers ensure that the event will once again prove to be an outstanding success.

From 20 to 22 March 2012 trade professionals will be taking part in the most important trade fair for orders and trends in promotional, trend-led and fast-selling products. With over 250 exhibitors from across Europe and further afield, the 15th IAW is fully booked for the second time in succession. Exhibitors will be coming from far and wide – numerous companies from Scandinavia, Indonesia, Benelux, Bulgaria and Rumania have decided to use the IAW to market their products for the first time. Trade visitors will find that their trip to the IAW spring fair is especially rewarding as a bigger display area (over 24,000 m² floor space) has been booked in Hall 10.2 of the Cologne exhibition centre. This means more exhibitors, greater product variety and more business opportunities.

Launched seven years ago, the IAW can boast a continuing success story. From the outset, the organization team headed by Ulrich Zimmermann has shown an unerring ability to identify retail trends and develop the IAW into the no. 1 platform for the retail sector. This is also evident in one of the trade fair’s recurring highlights – the Trend Forum – which in March 2012 will again feature talks by high-calibre speakers on topical issues of relevance to the trade. The opening speaker on the first day of the trade show will be Ulrich Eggert from Eggert Consulting, who will focus on “Ways of optimizing success through new business models and trade channels”. On the second day the zentrada Forum will discuss the topic “Facebook, Twitter & Co – what options do traders have?” In addition to motivational talks organized in cooperation with Marcellino’s Academy, several exhibitors will hold presentations on the product highlights of the coming season. Ralf Kühler, a well-known TV moderator on a German shopping channel, will ensure that the proceedings run smoothly. There will also be a special competition – organized together with MGM Networks Deutschland GmbH – which offers the Trend Forum audience a chance to win five  complete anniversary DVD sets.

The second major highlight of the IAW – the Trendseller Product Award – will be held for the tenth time this spring. This award celebrates the dedication, innovativeness and creativity of exhibiting companies. A panel comprising experts from the retail and marketing sector, trade associations and the media will select the most innovative product.

Further information on how to order visitor admission tickets and the detailed Trend Forum program can be found at

The IAW-Newsletter

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