Fresh start in Frankfurt

The new launch date, the revamped concept and the more extensive range of products resulted in an increase in exhibitors of almost 20 per cent at the Tendence trade fair this year; 1 125 companies from 54 countries were represented in Frankfurt. On the other hand, there were around ten per cent fewer visitors - according to Messe Frankfurt, more than 20 000 - who visited the trade fair from 24th to 27th June 2017.
As for the concept, the trade fair organisation speaks of a fresh new start. The focus was on inspiration for assortment compilation, product presentations, customer advertising and events at the POS. Special events such as Tendence.Impulse or Concept Store set the scene for sales activities in a tangible and future-oriented way. The spectrum was supplemented by the new International Sourcing segment in Hall 10.1.
One of the new special areas was dedicated to the open air Outdoor Living presentation for the first time, which made a visit to the fair especially interesting for garden centre operators. Time will tell whether the trade fair organisation will continue in this fashion after the many concept and date changes: the trade fair was brought forward by a full two months this year.
At least the first reactions have been quite optimistic. "Together with the trade and industry, we have taken a major step towards making Tendence an extremely practical and future-oriented sales tool for the development of the retail trade", said Detlef Braun, Member of the Executive Board of Messe Frankfurt.

The total amount of exhibition space was increased by twelve per cent to 92 000 m². The main reason for this was, on the one hand, the significant increase in the number of traditional product groups such as seasonal decoration or tableware, as well as additional new product segments such as home textiles, potted plants, and outdoor furniture and accessories. Additionally the spectrum also encompassed not only products for the autumn/winter season 2017 but also, for the first time, specially marked products and collections for the spring and summer of the following year.
The trade fair organisation reports that this was much appreciated by buyers from the wholesale trade and their share in the total number of visitors increased considerably. All additions…