Italy and beyond

Koelnmesse appears to have successfully launched another project to internationalise its strong International Hardware Fair brand: the spin-off in Bergamo in northern Italy, not far from the metropolis of Milan, is proving a success. This is demonstrated by the numbers of exhibitors and visitors, but also by their feedback on the second edition of the International Hardware Fair Italy.

The event attracted around 5,600 visitors, which is around 6 per cent more than at the premiere two years ago. They travelled from 53 countries to attend the event on 8 and 9 May 2025. In the two exhibition halls and on the outdoor grounds, 320 companies from 22 countries presented their products and innovations. That was 20 (7 per cent) more than two years ago. The trade fair is organised by Koelnmesse Italia every two years in the years when the International Hardware Fair does not take place in Cologne. It appeals to the professional hardware sector, but also to the DIY and gardening sectors. Buyers from European DIY chains and retailers from other regions also attended.

From the outset, it was part of the concept that the trade fair in northern Italy would also have an impact on regions that are not so well served by the parent trade fair in Cologne, such as North Africa and Central Europe. And that is exactly what happened. In this way, the large German trade fair organiser has not only succeeded in establishing this regional event, but also in attracting new visitors to the main trade fair in Cologne.

The largest share of exhibitors and visitors came from Italy, where traditional hardware retail continues to play a major role. At the same time, however, the number of international buyers doubled compared to the first International Hardware Fair Italy, according to Koelnmesse. To facilitate exchanges with manufacturers, the organisers set up a matchmaking programme, which was used for 350 meetings.

And, of course, international brands were also present in Bergamo. Thomas Schmitt, Sales Director at European Aerosols, sums it up as follows: "After our very positive experience at the DIY Boulevard in Cologne, we decided to present our POS brand concepts for the hardware industry at the international hardware trade fair in Bergamo in 2025 as part of the DIY Boulevard. This was our first time exhibiting in Bergamo, and we were able to hold interesting technical discussions over the two days of the trade fair. We were particularly impressed by the many international visitors from a wide variety of countries who visited our stand."

The major Italian and international associations supported the trade fair. For example, the Italian manufacturers' association Made4DIY organised a boulevard for its members, similar to the one at the International Hardware Fair in Cologne.

The association's managing director, Luca Gaudenzi, has already announced that it will expand this commitment for the third edition in two years' time. Following the example of the German Manufacturers' Association for Home & Garden, the association will set up a larger area at the request of its members in order to better showcase itself and, above all, its members' brands. There will also be a networking zone to provide a setting for more informal discussions between exhibitors and their customers.

“We firmly believe in participating in such events,” says Gaudenzi in his summary of the trade fair, citing Koelnmesse's experience with the well-established hardware trade fair as a key factor in its success. Gaudenzi also confirms the “strong presence of buyers from abroad, especially from Eastern Europe and North Africa. It was great for our member companies; everyone is very, very happy to be here.”

The international significance of the trade fair is underlined by the cooperation with the international DIY association Edra/Ghin, which, among other things, co-organised the store tour on the previous day.

Because the Italian market is dominated by traditional specialist retailers in addition to DIY retailers, it is important for the organisers that the wholesaler association Assofermet Ferramenta is also on board and supporting the trade fair. There is also cooperation with the German manufacturers' association FWI and the trade association ZHH.

Another element designed to increase the appeal for exhibitors and visitors was the conference held as part of the supporting programme on both days of the trade fair. It was organised by trade journalist Giulia Arrigoni, with whom Dähne Verlag has been working for more than two decades. She also invited Rainer Strnad, editor-in-chief of diy and DIY International, who reported on current developments in the international home improvement market. The programme also highlighted individual product ranges such as tools and paints and offered the audience detailed insights based on market research figures from GfK, for example, and panel discussions. The session ‘Guerra all'e-commerce!’ also attracted a lot of attention.

The date for the third International Hardware Fair Italy in two years has already been set: 5 and 6 May 2027.