IAW trade fair concludes on a positive note

At the 40th edition of the  Internationalen Aktionswaren- und Importmesse (International Promotional Goods and Import Fair, IAW), held from 24 to 26 March 2026, around 4,900 trade visitors met with 280 exhibitors from 25 countries in the Cologne exhibition halls to examine new product ranges and find out about the latest retail trends.

Project manager Kerstin Manke reports on "fresh product ranges and a friendly, productive atmosphere for discussion". She considers the anniversary edition a success: "At a time when the market is being put to the test by rising energy prices and geopolitical tensions, the IAW fair acts as a link between the players in the retail sector."

In the E-Commerce Arena, online retail experts shared their experiences, tips and insights from their success stories. "I am very pleased with how things have gone," said organiser Michael Frontzek on the final day of the fair. Alongside presentations on major marketplaces such as Amazon, eBay and Kaufland, specialist players also showcased their offerings, including the marketplace of British DIY market leader B&Q, part of the Kingfisher Group. "I’m not a fan of one-sidedness. We make the programme as broad as possible so that there’s something for everyone," explains Frontzek. The stage was surrounded by the E-Commerce Quarter, where online retailers showcased their offerings.

The next IAW trade fair will take place from 8 to 10 September 2026 in Halls 6 and 9 at Koelnmesse.