A refreshing experience for visitors, attractive trade fair offers and many new contacts: At its 37th edition, International Trade Fair for Retail Promotions and Imports (IAW) once again presented itself as a bridge builder between the players in global trade. With modern branding and new trade fair elements, the 37th IAW trade fair attracted 4,850 visitors and 285 exhibitors from 28 countries to Cologne from September 3 to 5, 2024.

 

After three exciting days at the trade fair, project manager Kerstin Manke is delighted with the results: “The 37th IAW trade fair has shown that, despite the subdued buying mood, there is still a great deal of interest in affordable, high-quality products. The great internationality of our exhibitors ensured that visitors had access to an even wider range of products.”

 

At the 37th IAW trade fair, exhibitors presented a wide range of products from all sectors. From Christmas offers and winter products to food and trend products, toys and decorations: trade visitors could expect a promising range of different articles from the numerous nationally and internationally active companies in a stimulating atmosphere.

 

A striking feature of this edition is that the IAW trade fair is now younger and more modern following its recent rebranding. The two exhibition halls were not only adorned with dynamic and colorful banners, but also provided with numerous special features: Tiny Spaces as retreats for meetings, photo boxes, an IAW lounge and, last but not least, the new logo were able to raise the visitor quality to a new level. The extensive, entertaining and modern social media presence completes the trade fair’s fresh image.

 

The exhibitors at the 37th IAW trade fair draw a positive conclusion: “The trade fair is still very good for us,” says Frank Werm, Managing Director of OSMA Werm GmbH. “The IAW is a bundling of internationality and high-quality buyers at fair conditions”. Detlef Heins, Sales Manager and Key Account Manager at the HATEX Group, is also satisfied with the results: “The deals are crucial for us. We had a lot of good discussions, the trade fair went well and we were able to get our message across.”

 

With 51 first-time exhibitors taking part in the 37th IAW trade fair, visitors had the chance to experience fresh faces and products at the trade fair in a relaxed atmosphere. The first-time exhibitors also look back on the trade fair days in a positive mood. “I am very satisfied, especially the first two days were very good,” says Amin El Morabiti, Manager Operating Wholesale at SWF Großhandel & Franchise GmbH. Thi Van Ruhland, Sales Representative of Vuly U.G., agrees with this assessment: “Our first impression of the trade fair is great, we are very satisfied. The team supported us very well. We had really great discussions, especially on Tuesday.”

 

 

Not only the exhibitors, but also the visitors are enthusiastic about the 37th IAW trade fair. “I am very satisfied and was able to achieve some positive results. The team is very helpful,” says Ali Sen from Nurtextil24 UG, who is attending an IAW trade fair for the first time. Visitor Marvin Hollmann has been here before: “This is my third time here, everything is great as always.” He found the presentations in the e-commerce arena particularly exciting.

 

Speaking of which, the E-Commerce Arena was a highlight of the IAW trade fair for the 19th time. Hosted and organized by RESTPOSTEN.de, the E-Commerce Arena has been offering interesting facts, valuable input and exciting presentations for visitors for ten years. “We want to provide visitors with relevant specialist information. Visitors are otherwise very caught up in their business. Here they have the time to get the information in a nutshell,” says organizer Stefan Grimm.

 

The e-commerce arena also shone in a new, more modern design at the IAW trade fair. The focus of the 19th edition was on operational business in e-commerce. Sebastian Herz, founder and Managing Director of Zignify Global Product Sourcing, reported on the tips retailers can follow to “increase their profitability by 30 to 200%”. And Pavel Saper, Managing Director of PSA Marketing GmbH, gave visitors valuable tips for their online shopping. Stefan Grimm: “The e-commerce arena is a perfect fit for the IAW, because it particularly appeals to small and medium-sized companies.”

 

The overall picture: Lucrative sales talks, valuable contacts and a fresh appearance characterized the 37th IAW trade fair, which satisfied visitors and exhibitors alike. With its thematic focus and productive atmosphere, the IAW trade fair was able to offer a successful all-round experience for the thematically diverse visitors and exhibitors from all over the world. The next IAW trade fair will take place from March 11 to 13, 2025 in Koelnmesse’s tried-and-tested Halls 6 and 9. Next year, there will be a great reason to celebrate: with 20 years of the IAW trade fair, the trade fair will manifest its market significance and will thank its exhibitors and visitors with some great surprises.

 

 

Inspiration, offers, knowledge: Conclusion of a productive 37th IAW trade fair in Cologne (PDF)