Trade fair IAW more international than ever before


The IAW is the leading trade fair for orders of promotional and trend-setting products. The organizers expect more foreign exhibitors than ever before in Cologne this September.

Late September will see the opening of the International Trade Fair for Promotional Products in Cologne. The twelfth IAW, which runs from 28-30 September, will offer exhibitors from various nations the opportunity to present their latest offerings to some of the retail trade’s top people. The IAW is Germany’s most important trade fair for orders of promotional and trend-led products. Trade visitors will be able to discover the latest trends and exciting new products from 9.00 a.m. to 6.00 p.m. on the first two days of the fair, and until 5.00 p.m. on 30 September.

Hall 10.2 at the Cologne exhibition centre will house a display of some 22,000 square metres staged by over 200 manufacturers and importers. The number of exhibitors coming from outside Germany has increased every time. As project manager Kerstin Manke enthusiastically explains: “We expect more than 50 companies from abroad to exhibit at the next IAW fair. For the first time we will be welcoming companies from as far away as China, Turkey and the USA.” Apart from key German companies there will be exhibitors from 13 other countries, thus bringing the proportion of participating foreign companies past the 25 % mark.

One explanation for this positive trend is undoubtedly the fact that at least 6,500 visitors from Germany and further afield are expected by the organizers – Nordwestdeutsche Messegesellschaft Bremen-Hannover GmbH. Significantly, this large audience consists mainly of top buyers from retail chains, discounters and independent retailers. The organizers are particularly encouraged by the return this year of many of their “old” exhibitors who in the recent past had been attracted by a competing event and therefore did not take part in the IAW in Cologne. In the words of Manke: “This proves to us that our event is more interesting to exhibitors in terms of quality and that they value it as Germany’s most important trade fair for orders.”

One of the main benefits of the IAW to exhibitors and visitors alike is the Trend Forum located at the heart of the IAW. This is a place where industry experts exchange ideas. Retailers and other parties in the trade welcome the opportunity to catch up on trends and find the interesting lecture program a source of valuable ideas to improve their daily business. One of the highlights on the first day of the trade fair is the presentation of the 6th IAW TRENDSELLER Product Award. Devised by the trade show organizers, this award recognizes exceptional products regarded as potential top-sellers and as a valuable asset in the range of promotional products. Another award presentation is scheduled for the second day of the fair. Its organizers, the media partner of IAW – the based in Würzburg – present the zentrada Award to companies with the best online shop.  Martina Schimmel, editor in chief of zentrada.magazin and moderator of the award presentation, explains: “We hope that the competition will serve both buyers and suppliers as a trendsetter and benchmark in the booming online wholesale business.”

Details of the Trendforum can be found online as from late August under:

The IAW-Newsletter

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