SHERIDAN, WYOMING – August 27, 2025 – The 39th International Trade Fair for Retail Promotions and Imports (IAW) is set to return to Cologne from September 2–4, 2025, bringing together 280 exhibitors from over 30 countries and thousands of professional buyers. Positioned as Europe’s leading ordering platform for retail promotions, the event continues to blend product diversity, competitive sourcing, and forward-looking e-commerce strategies under one roof.
A Marketplace for Retail Innovation
For many European and international retailers, IAW has become an indispensable sourcing hub. From gardening tools and household essentials to food, electronics, and seasonal items, the trade fair offers a broad spectrum of consumer goods that help merchants keep shelves competitive and assortments dynamic. Beyond purchasing, the event emphasizes relationship-building, allowing suppliers and buyers to negotiate deals face-to-face in an environment designed for efficiency and trust.
First-Time Exhibitors Strengthen International Mix
One of IAW’s defining features is its ability to attract fresh market players, ensuring constant renewal of its exhibitor base. This year’s debut participants include:
- Simon Handels – a German coffee merchant with more than 30 years of expertise and a focus on quality and long-term B2B relationships.
- Universal Care Trading GmbH – a Cologne-based fabric wholesaler with an extensive international network and proprietary brands.
- Cadeju GmbH – a full-range supplier of school products, from premium backpacks to licensed merchandise.
- Jonas France – a major French importer specializing in non-food, household, and snack products that drive retail traffic.
With new exhibitors from across Europe, Asia, and beyond, the fair underscores its role as a global nexus for sourcing innovation and product diversity.
E-Commerce Arena: AI, Marketplaces, and Brand Building
Now in its 21st edition, the E-Commerce Arena remains a highlight of the show, offering a compact but highly practical program for digital retail professionals. Organized in collaboration with RESTPOSTEN.de and MiToU GmbH, the forum will feature 21 experts covering critical topics including:
- Marketplace optimization and international sourcing strategies
- AI-driven retail transformation and consumer engagement
- Techniques for turning trade brands into “love brands”
- Practical approaches to global purchasing and supply chain resilience
A notable session includes Martina Schimmel at the zentrada Forum, presenting “Living. Acting. Thinking – How AI is reshaping our world and the retail industry.” The program continues with Sebastian Herz of Zignify, who will explore opportunities in global procurement, and Mario Alka of tricoma AG, who will outline tactics for elevating retail brands in competitive markets.
Strategic Value for Buyers and Suppliers
The Cologne showcase delivers both immediate business value and long-term strategic insight. Buyers gain access to:
- A vast assortment of products ready for seasonal and year-round demand
- First-hand exposure to new international suppliers and product categories
- Expert-led e-commerce knowledge sessions to strengthen digital competitiveness
For suppliers, the fair provides a platform to reach large-scale purchasing networks, test new products, and build trust through personal interaction—critical differentiators in today’s hybrid retail environment.
Access and Registration
Trade visitors can secure entry via the official IAW Ticket Shop, with admission to all expert forums included at no additional cost. By combining traditional sourcing with digital retail education, the 2025 IAW Cologne is positioning itself as more than just a trade fair—it is a strategic resource for retailers navigating rapid shifts in consumer demand and technological disruption.