A Spirit of Optimism

If one were to summarize the feedback on this year’s International Hardware Fair, these three words would suffice: quality over quantity. In all the conversations the diy editorial team had with exhibitors, the conclusion was consistently positive. “Especially in the age of Teams, many are looking forward to in-person interaction,” reports Ute Schoone from Bostik. “There’s a palpable sense of optimism,” agrees Dennis Hüsken of Conmetall Meister. “Customers are open to new ideas.”

The decision to change the schedule—the fair took place this year from Tuesday to Friday, thus avoiding the weekend—was also praised by participating companies and entrepreneurs. BHB CEO Dr. Peter Wüst emphasizes: “The Hardware Fair is changing, and that’s a good thing! The new schedule takes into account the needs of exhibitors and visitors and makes the weekend a protected space.” And the organizers themselves are also satisfied with the numbers: Around 33,000 trade visitors from 125 countries and approximately 2,500 exhibitors from 53 nations came to Cologne from March 3 to 6.

Nevertheless, “quality over quantity” also means fewer visitors and fewer exhibitors. This year, for example, some manufacturers of hand tools were not present, noted one exhibiting company. In return, a major brand returned to the exhibition halls: Bosch was both a visitor magnet and a topic of conversation with its booth.

Laserliner has also returned to the trade show. Thanks to many new products—more on this in the trade show report in this issue—it was once again worthwhile for the company to present itself with a major presence, says CEO Martin Wonisch. He values the bridge to the power tools sector and the trade show’s role as a barometer for whether the company’s own concepts are on the right track, as well as the “very direct exchange.”

J.B. Weld, a U.S. adhesive manufacturer for whose products Wenko recently acquired exclusive distribution rights in Germany, Austria, and Switzerland (DACH), was also represented with a booth at the International Hardware Fair for the first time. Wenko Managing Director Niklas Köllner expressed great satisfaction: The brand was well received. It already enjoys high recognition among professionals and DIY enthusiasts and is now set to be introduced to other target groups. The company offers “professional quality at fair prices,” explained Köllner.

However, the somewhat sparser exhibition halls may also have been due to the situation in the Middle East: “The tense security situation led to short-term restrictions on international air travel, which affected individual exhibitors and trade visitors. Additionally, a warning strike in public transportation on the last day of the fair made travel within Cologne more difficult,” the organizers summarized, but also noted: “Nevertheless, international participation remained at a high level. Over 90 percent of exhibitors and 72 percent of visitors coming from abroad attest to the trade fair’s international reach.”

Several exhibitors also noted this. The fair was “very international,” reported Senior International Product Marketing Manager Sarah Hölscher of Edding; at WD-40, this defined their entire trade fair presence: The brand appeared for the first time alongside its European subsidiaries at a central joint booth. A cross-border team had already come together in the run-up to the event, reported Marketing Manager Alicia Pust. “That makes perfect sense: learning and growing together is a guiding principle of WD-40,” she explains. The new cleaners presented at the booth, as well as the eco-labeled organic lubricant spray, were also launched jointly.

In doing so, the company is also picking up on one of the trends identified by the organizers during the trade show: “Sustainability and recycling solutions were just as present as ergonomic concepts and health and safety solutions.” Stanley Black & Decker, for example, presented a new cordless screwdriver with a housing made from 50 percent recycled material. Wolfcraft demonstrated the ergonomics of its tools at its booth, where the products were showcased live. “It shouldn’t be clinical; a little dust and noise are part of the deal,” said Christian Hurth.

At Conmetall Meister, the focus at this year’s trade show was on stations where visitors could try out the products: Tools from the hand saws and socket wrench segments of their own Connex brand could be experienced in action. Similarly, visitors were able to see for themselves the quality of the fastening technology from Austria while working with screws from the sister company Schmid Schrauben, for which Conmetall Meister handles distribution in the German DIY sector. “We deliberately no longer just present walls. Customers want to experience things for themselves,” says Dennis Hüsken.

At the same time, the trade show aimed to achieve exactly that with the DIY Boulevard: offering a product presentation close to the point of sale—complete with walls and secondary placements. Retailers and buyers received a compact market overview here, as well as inspiration for assortment design and product presentation. The deputy managing director of cooperation partner HHG, Dr. Marie-Charlotte Claßen, is very satisfied with this year’s DIY Passage: “There was a lot of foot traffic—just like last year. The DIY Boulevard is bigger than ever, with 62 exhibitors.” Ciret Managing Director Michael Oppermann is also convinced by the concept: “The DIY Boulevard is great. We’re represented very comprehensively here by the manufacturers’ association.” He appreciates the opportunity for exchange, even though the paint tool manufacturer is “in daily contact with customers” anyway.

Gebol used the Boulevard to present its new shop-in-shop system, which, in addition to gloves—for which the company has primarily been known until now—also includes a new knee pad and work shoe concept, explaining and organizing them with the help of a special customer guidance system. “Complex product ranges must be communicated in a simple and understandable way,” says Sales Manager Thomas Schrader.

Fischer also introduced a new customer guidance system: The anchor specialist offers wood construction, specialty, drywall, and stainless steel screws for various applications by professionals and DIYers.

A clear color-coding system on the packaging and at the POS now makes finding your way around the store even easier, reported Marco Gundacker. Another focus was on the new Hybrid Power Anchor, which combines the easy installation and flexibility of a plastic anchor with the greater security of a metal anchor.

Numerous exhibitors presented concepts that appeal to both professional customers and DIYers, while others showcased solutions specifically tailored to their target audience. Trowels from private-label specialist Haromac, for example, are used primarily by professionals but are also available at home improvement stores. The company has been manufacturing tools in Germany for over 100 years. At the booth, Haromac highlighted this tradition and also discussed further developments, personalization options, and its commitment to sustainability. “We have invested heavily in machinery,” emphasized managing partner Adina Lück-Weschenbach.

The new ironworkshop was particularly popular among professional end-users: international creators from various trades demonstrated the use of modern tools and technologies from the exhibitor portfolio live on stage. “With formats like this, we are consistently developing the trade fair further,” emphasized Koelnmesse Managing Director Oliver Frese.

The next International Hardware Fair will take place in Cologne from March 7 to 10, 2028—once again from Tuesday to Friday.

Laura Rinn