Travel the world in Cologne: 17th IAW attracts exhibitors from far and wide


Things will be hotting up in February. The 17th International Trade Fair for Retail Promotions and Imports (from 26-28 February) will attract buyers and exhibitors from a broad range of sectors to Cologne. Companies are already lined up and looking forward to an exciting event.

Europe’s leading trade fair for retail trends and orders, which is taking place this February, has a higher international profile than ever before. There will be an even stronger focus on the European market this year. New major suppliers from France, Spain and Italy figure prominently in the line-up. For example, their ranks will include some important first-time exhibitors such as Antonio Fatigati S.p.a., based in Afragola, Italy, and the French company Fomax in Le Bourget – both distributors of household goods, decorative and trend-led products from various brand collections. The numerous exhibitors from Germany will be joined by many other companies from Eastern Europe, Scandinavia, the Benelux states and Turkey, all of them intent on demonstrating their new product ranges. The current booking figures testify to the impact of the trade show’s international orientation and reputation among exhibitors and trade visitors. Boasting a total display area of 24,000 m², Hall 10.2 at the Cologne site is fully booked. About 300 exhibitors are taking part and an unusually large number of trade visitors have already booked tickets.
 “We always believed that an international approach was in the interests of every trade fair participant. Our strategy has seen us go from strength to strength and we have every reason to be proud of its success”, says a satisfied Ulrich Zimmermann, managing director of trade fair organizers Nordwestdeutsche Messegesellschaft.
The display at the upcoming IAW is dedicated to the approaching summer season. With exhibitors showcasing a product range embracing everything from seed, planting boxes and garden furniture to barbeques and parasols, every retail outlet – big or small – will find strong-selling seasonal products suited to their needs. Of course, they will also find plenty of products suitable for every season. Decorative items, textiles, tools, care products, toys and confectionery account for healthy sales at all times of the year.
Trade professionals look forward to the IAW supporting program with good reason. The high-calibre Trendforum will feature some impressive speakers such as Elmar Fedderke, managing director of Walgenbach GmbH & Co. KG, Marion Seger, product manager of TUI Deutschland GmbH, Tosin A. David, director of Marcellino’s Academy and Ulrich Eggert from Eggert Consulting. The program will cover all the current topics and issues relevant to retailing – for example, building customer loyalty, emotional marketing and forward-looking price and growth strategies.  The zentrada Forum on 27 February is dedicated to the topic of “Optimal product presentation – online and in the store” and will highlight the latest thinking on the design and realization of sales promotions based on recent research findings. The IAW Trendforum will be complemented by brief product presentations held by exhibiting companies. There is also a competition which provides the audience with an opportunity to win some interesting prizes. The program will be moderated by Ralf Kühler, who is well-known to German audiences as a shopping channel expert and TV presenter.
One program highlight that is always popular, and which will appeal in particular to exhibitors showcasing innovative products this February, is the presentation of the Trendseller Product Award. A panel of judges – all professionals from trade associations, the media and other key areas – bestow this award on original, innovative or exceptionally efficient and functional products. For the winners it is more than just a prize. The award serves as a great sales argument and is virtually a guarantee of success.
For information on how to order admission tickets for visitors, current product descriptions and the complete Trendforum program please visit our website

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