The IAW in Cologne – Synergistic benefits at the summit meeting for the trade


From 3–5 March 2015 the IAW – International Trade Fair for Retail Promotions and Imports – will once again demonstrate its first-class credentials. No other comparable event offers exhibitors and buyers as many benefits as the IAW. The unique cross-section of products is a real magnet, attracting an increasing number of visitors from far and wide to the Exhibition Grounds in Cologne. Buyers at the three-day event are able to plan and stock up for the entire season. The many lucrative deals concluded between the 300 plus exhibitors and approx. 8,900 visitors in such a short period explain why the IAW is ranked as Europe’s leading trade fair for orders of promotional products, seasonal and trend-led merchandise, and bulk-selling goods.

Next March the 28,000 m² display area occupied by the IAW in Halls 6 and 9 will be an attractive sight, not least due to the seasonal array of greenery and garden merchandise. All exhibitors, however, irrespective of their product category, can confidently expect their sales to grow. Many exhibitors have been quick to book their stand space, particularly those who specialize in seasonal merchandise for the spring and summer. Countless exhibitors will also be showcasing trend-led products. Trade visitors can expect a colourful collection of products for outdoors – from gardens and barbeques to camping and garden parties, including related seasonal decorations. Of course, there will also be no shortage of traditional best-selling products such as toys and games, beauty and body care products, textiles and household goods.

“Our next spring fair will be as exciting and diverse as ever”, says an enthusiastic Ulrich Zimmermann, organizer of the IAW. “Apart from the many loyal regular exhibitors who are already putting together some great product presentations, there will be interesting offers from newcomers to the fair. They will be showcasing original products that are certain to attract new customers into the stores.”

The rich and diverse array of exhibits at the International Trade Fair for Retail Promotions and Imports will be complemented by a varied supporting program. Using the professional resources pooled within the IAW, the and, the trade show organizers will stage talks, seminars and workshops involving top experts and marketing strategists on all three days of the event. The topics addressed range from current market trends and new strategies for marketing and advertising, as well as for a successful eCommerce venture. The highlight of the first day of the trade fair will be the presentation of the IAW Trendseller Product Award. This prestigious award is presented to very innovative products with the potential to be top-sellers.
Sustained growth rates testify to consistent success. After all, over the past five years the number of exhibitors at the IAW has risen by 37 percent to a total of 315 companies from more than 20 countries. At the last event  as many as 8,900 visitors from 62 countries came to Cologne – an increase of 50 percent compared with 2010. The organizers are confident that this will be higher next time as many thousands of visitors will be attracted to an additional event held in the neighbouring Halls 5.1 and 5.2. In March 2015 the important event Asia-Pacific Sourcing will be taking place parallel to the IAW in Cologne.

Asia-Pacific Sourcing – Europe’s no. 1 Sourcing event
Asia-Pacific Sourcing is a major platform for orders and communication and a showcase for Asian products, innovations and trends in the home, garden and leisure sectors. A 24,000 m² display area, full of products supplied by the growth markets of Asia, will meet the growing demand of consumers from Europe and North America. This event, which will take place every two years at the Cologne exhibition venue, attracts around 600 Asian exhibitors and some 5,000 trade visitors, thus serving as an important hub for multilateral import and export business.

Attractive spin-off effects: Additional benefits will result from holding the two events together. Buyers will enjoy more opportunities to do business in a short period of time. Exhibitors will also benefit from the additional source of potential buyers and an increased number of orders. Display space at the IAW is therefore limited, so potential exhibitors should not delay booking their stand any longer. Incidentally, first-time exhibitors thinking about taking part in the IAW can take advantage of our preferential, no-risk offer to newcomers. For a slightly increased fee IAW newcomers receive not only the stand area, but also stand construction and an extensive PR package.

More information and registration forms for exhibitors, including forms to order complimentary visitor admission tickets, can be downloaded from our website

The IAW-Newsletter

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