(Re)orientation in Cologne

Spoga+Gafa has announced a number of changes for the upcoming trade fair. What feedback did you receive from exhibitors and visitors about last year's trade fair? Has any of this been incorporated into the new concept?

Claudia Maurer: The industry gave us very honest feedback on what works well and where there is room for improvement. The international reach, the high calibre of decision-makers and the personal exchanges were particularly appreciated.

At the same time, there was a desire for a clearer structure, a stronger thematic focus and even more targeted networking – keyword: customer journey. This is exactly where the new concept comes in: we are bundling topics more precisely, strengthening content formats and creating additional opportunities for encounters and business development.

It is important to note that we take the feedback we receive seriously. We listen to our exhibitors and visitors. Accordingly, Spoga+Gafa will not only take place from Tuesday to Thursday again, but will also move to September. The new date will initially apply to the years 2027, 2028 and 2029.

 How do you explain last year's comparatively weak trade fair?

The entire industry is facing a challenging economic environment. Consumer restraint, high inventories in the retail sector and geopolitical uncertainties have delayed investment decisions and affected trade fair participation. At the same time, we consider trade fairs to be particularly important in such phases: when markets are in flux, there is a greater need for guidance, personal exchange and new ideas. With the further development of Spoga+Gafa, we are creating the perfect framework for this. Of course, this cannot be achieved overnight, but only step by step.

At the IVG Media Day, Klaus Peter Teipel predicted a slight upturn for the gardening industry. Is this cautiously positive mood also reflected at the trade fair?

We are definitely seeing positive signs. There is high demand for personal exchange and international networking, and we are seeing stable to increasing participation in several segments, even now that the early bird phase has ended. This is particularly evident in the "Creation & Care" theme world, which is currently already around 85 per cent booked up. In addition to strong international participation, we are delighted to welcome back renowned companies such as AL-KO, Biohort, Hörmann and Robert Bosch Power Tools – a clear sign of confidence from the industry.

At the same time, the industry remains cautious and is acting with a sense of proportion. This is precisely why the trade fair is gaining in importance as a business platform: it offers orientation, a market overview and concrete business opportunities at a time when strategic decisions are being made with particular care.

Finally, a more personal question: as someone who was previously unfamiliar with the industry, how did you find your first year in the gardening sector? Was there anything that particularly surprised or pleased you?

I was impressed by how innovative and down-to-earth this industry is. Gardens are no longer viewed solely in functional terms, but as an extended living space – with themes ranging from sustainability and health to outdoor living. I was particularly pleased with the industry's openness and willingness to engage in dialogue. This is also reflected in the associations: 'We are like a family here.' This spirit of partnership is a great strength and an important foundation for the further development of Spoga+Gafa.