What began as a flash of inspiration in Hanover in 2005 has become a flagship for growth and innovation: in its 20-year history, International Trade Fair for Retail Promotions and Imports (IAW) has developed from a small platform for products and services to a global trade fair that brings together the global trade in the heart of Europe.

The IAW trade fair started in Hanover in 2005 with 180 exhibitors and 3,500 visitors, back then as a platform for promotional goods and remaining stock. Just two years later, the event moved to Cologne: A vibrant city with the perfect infrastructure for visitors and exhibitors from all over the world. The extremely trade-oriented environment with short distances to Benelux and France also contributes to the positive development. The IAW trade fair now fills the Cologne exhibition halls every six months and has provided thousands of exhibitors and trade visitors with a platform to make contacts, do business and present the latest products and ideas.

“It’s incredible how quickly time has flown by and how quickly so many trade fairs have passed us by,” says organizer Ulrich Zimmermann, looking back. What is so special about the IAW? “At the IAW trade fair, the entire retail range is always on display and buyers can get a lot of inspiration here.” The event is characterized by the affordable prices and the special conditions that buyers receive from the retailers on site. “Of course, the goods on offer are particularly attractive,” says the organizer.

The IAW trade fair has experienced a number of crises in its history, including, of course, the coronavirus pandemic, which caused a global disruption to the event and trade fair industry. But even from this low, the IAW trade fair was able to recover and shines brighter than ever before with its rebranding in 2024.

“Sometimes it’s like a family. You don’t get that at other trade fairs, where you have such a personal connection to the participants,” says project manager Kerstin Manke happily. “I hope that this family will become much bigger,” adds Ulrich Zimmermann. They announce that some resolutions have been made for the anniversary in March and special promotions have been planned.

The anniversary edition of the IAW trade fair will take place from March 11 to 13, 2025 in the tried-and-tested Halls 6 and 9 of the Cologne Trade Fair Center. The 38th IAW trade fair is expected to attract 6,000 buyers from over 80 countries and more than 300 exhibitors looking for attractive deals in all segments. An inspiring anniversary program will provide expertise and specialist knowledge from the world of retail: the E-Commerce Arena will also be taking place for the 20th time. Together with the zentrada Forum, it presents concentrated know-how for the industry, free of charge for trade visitors as usual.

ASIA PACIFIC SOURCING, which takes place at the same time and focuses on home, garden and leisure products from Asia with around 800 participating companies, attracts more visitors to the trade fair city and offers unique synergies for buyers from the building, garden and DIY markets, among others.

Registration for exhibitors and trade visitors is already open! Exhibitors who register by 18.12.2024 will receive an early bird discount. Further details can be found on the website www.iaw-messe.de

20 years of innovation for the retail trade – IAW trade fair celebrates anniversary (PDF)