IAW Cologne – International Trade Fair for Promotional Products and Imports

Trends, high-volume items, and bestsellers for tomorrow's retail sector

The IAW – International Trade Fair for Promotional Products and Imports in Cologne is Europe's leading trade fair for merchandise, promotional products, and seasonal assortments. Twice a year, it brings together trade visitors from brick-and-mortar retail, e-commerce, wholesale, and purchasing organizations – with a clear focus on fast availability, good margins, and sales success. With around 400 exhibitors from over 20 countries and several thousand buyers and decision-makers, the IAW offers a unique shopping and information forum for everyone who relies on reliable, inexpensive, and high-selling products in their day-to-day business.

A wide range of products across more than 30,000 square meters

The IAW covers a wide range of goods: household goods, electronics, tools, home textiles, drugstore items, decorations, toys, garden supplies, food, fashion accessories, and much more. The focus is on products that are in particularly high demand – ideal for retailers who want to stock promotional and special areas or respond to short-term product range impulses. A clearly structured hall plan ensures easy orientation, while special themed areas – for trend products or non-food bestsellers, for example – bundle the most important product groups and make the shopping experience efficient.

Wholesale meets retail – direct and uncomplicated

IAW brings manufacturers, importers, distributors, and sales representatives into direct contact with retailers, online retailers, and purchasing groups. Many exhibitors offer goods that can be delivered ex works, attractive graduated prices, and flexible purchase quantities. This enables spontaneous orders, personal advice, and individual terms – without lengthy intermediate stages. A special feature: many products are not only ready for demonstration, but can also be ordered or taken away immediately – making the trade fair a real ordering event with direct benefits for ongoing business. Anyone interested in other trade fairs in Cologne – whether in the fields of retail, lifestyle, technology, or culture – will find a comprehensive overview of the regional event portfolio at Cologne Trade Fair.

E-commerce specials and digital services

The IAW has been responding to the growing importance of online retail for years. Special exhibition areas, lectures, and partner offers are specifically aimed at Amazon sellers, platform operators, social commerce providers, and start-ups in online sales. Topics such as logistics, drop shipping, merchandise management, payment, and digital marketing are presented in a practical manner – with a focus on implementable solutions and measurable success. In addition, many exhibitors already offer product data for marketplaces or provide support with content creation – an advantage for retailers who want to strengthen their online presence.

Inspiration from the IAW Trend Forum

The accompanying IAW Trend Forum provides up-to-date market analyses, recommendations for action, and concrete tools for everyday retail. Experts and practitioners give presentations on assortment strategy, price psychology, store design, supply chain management, consumer behavior, and sustainability in retail. The presentations are short, informative, and immediately applicable—ideal for retailers who are looking for strategic input in addition to purchasing.

Seasonal highlights and trend islands

Whether it's Easter, back to school, fall promotions, or Christmas—seasonal themes play a major role at the IAW. Many exhibitors present ready-made concepts for special areas, promotional displays, or gift sets. Trend islands and innovation corners showcase new products that deserve special attention—from energy-efficient household accessories to viral gadgets or sustainable packaging solutions.

Start-ups and growing brands

In addition to large suppliers, the IAW also features smaller producers, young brands, and creative start-ups that bring fresh ideas to classic product groups. This mix makes the trade fair attractive for retailers who want to differentiate themselves – whether through regional suppliers, original products, or new revenue streams in their product range.

Networking, exchange, and ordering

The IAW sees itself not only as an ordering platform, but also as a meeting place for the retail industry. Here, contacts are cultivated, new business partners are found, and joint projects are initiated. Whether over coffee in the business lounge, on guided tours, or in conversations at the booth, the trade fair offers space for dialogue on equal terms and direct exchange of information.

Cologne as a traditional retail hub

With its central location, trade fair expertise, and strong retail structure, Cologne is the ideal venue for the IAW. The city combines logistics, distribution, and innovation in a small area—and with Koelnmesse, it offers an easily accessible, modern event space. The IAW reflects the dynamics of trade – directly, pragmatically, and close to the market. It is a fixed date in the calendar for anyone who wants to design product ranges, optimize margins, and set the tone for a successful financial year. Further information can be found on the organizer's website: www.iaw-messe.de