SHERIDAN, WYOMING – Sep. 10, 2024 - The 37th IAW Trade Fair recently wrapped up in Cologne with resounding success, showcasing a dynamic blend of global retail trends, innovative branding, and valuable networking opportunities. This year’s event, held from September 3 to 5, 2024, brought together 4,850 trade visitors and 285 exhibitors from 28 countries under one roof, creating an atmosphere charged with inspiration, great offers, and know-how.
Overview of the Event
In its 37th edition, the International Trade Fair for Retail Promotions and Imports (IAW) once again proved its ability to bridge gaps between a diverse range of global retail players. The event was organized by Nordwestdeutsche Messegesellschaft Bremen-Hannover mbH and was designed to provide an impressive array of products—from seasonal Christmas and winter specials to cutting-edge food items, toys, and decorations. The fair not only presented a comprehensive variety of products but also introduced a modern, rebranded image that added a fresh and youthful appeal.
A striking element of this year’s edition was the extensive rebranding effort. The exhibition halls were transformed with dynamic and colourful banners, special meeting retreats, photo booths, and an inviting IAW Lounge. This modern design, complemented by a new logo and a strong social media presence, significantly enhanced the overall visitor experience.
Exhibitor Insights and Success Stories
Exhibitors at the 37th IAW Trade Fair shared their positive experiences with enthusiasm. After three stimulating days at the event, Project Manager Kerstin Manke expressed her delight with the fair’s results, stating:
“The 37th IAW Trade Fair demonstrated that in spite of weak consumer spending, there is still strong interest in affordable, high-quality products. The great international diversity of our exhibitors ensured that this year visitors were off ered an even wider range of products.”
Industry leaders also weighed in on the fair’s importance. Frank Werm, Managing Director of OSMA Werm GmbH, remarked:
“The trade fair continues to be very important for us,”
and further emphasized the fair’s appeal by adding:
“The IAW is a combination of internationality and top-quality purchasing opportunities on fair terms.”
Detlef Heins, Sales and Key Account Manager at HATEX Group, also highlighted the event’s effectiveness:
“For us, the contracts we conclude are crucial. We had a lot of excellent meetings, the trade fair went well and we were able to get our message across.”
Fresh Faces and First-Time Exhibitors
The fair was also an excellent platform for first-time exhibitors, with 50 new participants making their debut. Their enthusiasm was palpable, as reflected in the feedback from Amin El Morabiti, Manager Operating Wholesale at SWF Großhandel & Franchise GmbH, who shared:
“I am highly satisfied, especially the first two days were very productive,”
and from Thi Van Ruhland, Sales Representative of Vuly U.G., who noted:
“Our first impression of the trade show is super. We’re very satisfied and the team there provided us with excellent support. We had some really great sales talks, especially on the Tuesday.”
Trade visitors were equally impressed. Ali Sen from Nurtextil24 UG, attending the fair for the first time, said:
“I’m very satisfied and was able to achieve some favourable results. The team is very helpful,”
while repeat visitor Marvin Hollmann remarked:
“This is my third time here and everything is great, as always.”
These testimonials underline the event’s consistent ability to deliver on its promise of quality networking and productive business discussions.
Spotlight on the E-Commerce Arena
A highlight of the event was undoubtedly the E-Commerce Arena, now in its 19th edition. Hosted by RESTPOSTEN.de, this segment has become a magnet for businesses looking to harness the potential of online retail. The Arena provided visitors with not only intriguing facts and valuable insights but also a modern design that perfectly complemented its focus on operational e-commerce.
Stefan Grimm, one of the organisers, explained the initiative’s value by stating:
“We aim to provide visitors with relevant trade information. Our visitors are normally concentrated completely on their own business operations, but here they have the time to get relevant new information in a nutshell.”
Adding to the strategic insights, Sebastian Herz, Founder and Managing Director of Zignify Global Product Sourcing, shared actionable tips with attendees on how retailers can
“increase their profitability by 30 to 200%.”
Pavel Saper, Managing Director of PSA Marketing GmbH, further enriched the discussions with innovative ideas on purchasing in online retail. Stefan Grimm wrapped up the Arena segment with high praise:
“The E-Commerce Arena is a perfect fit for the IAW, as it particularly appeals to small and medium-sized companies.”
Looking Ahead: Future Opportunities
Overall, the 37th IAW Trade Fair stood out as a pivotal event characterized by profitable sales talks, valuable contacts, and a rejuvenated, modern aesthetic. Both visitors and exhibitors left the fair with a sense of accomplishment and optimism about the future of global retail. With its extensive thematic focus and engaging atmosphere, the event has once again demonstrated its significance in the market.
Looking forward, the next IAW Trade Fair is scheduled to take place from March 11 to 13, 2025, at Koelnmesse’s well-established Halls 6 and 9. In a particularly exciting development, next year’s edition will mark the IAW’s 20th birthday—an occasion set to feature major surprises and special acknowledgements for both exhibitors and visitors.
Final Thoughts
The success of the 37th IAW Trade Fair is a testament to the enduring appeal of global retail events that combine tradition with modern innovation. As the industry evolves, events like these continue to provide invaluable insights and opportunities, fostering growth and collaboration across borders.
What are your thoughts on the future of global retail trade fairs? Have you experienced similar events that blend tradition with innovation? Let us know your views!