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April 19, 2021

IFA 2021: After a year when the world rediscovered the importance of Home, the industry gears up to showcase its firework of innovation at IFA Berlin

Pre-bookings for IFA 2021 from manufacturers of Major and Small Domestic Appliances are well beyond expectations.

As the world tries to define a new work-life balance after COVID-19 and appreciates the importance of the home in our lives, companies want to show their innovation at the industry’s first large-scale, real-life event in nearly two years.

Global leading brands from the domestic appliances industry (both MDA & SDA) have already booked more than 80% of its available exhibition space at this year’s IFA Berlin – the first full-scale return of the world’s leading consumer and electronics and home appliances show in two years. IFA Berlin is set to take place as a full-scale real-life event from 3-7 September 2021.

The brands coming to Berlin want to support people in a world that is currently redefining the relationship between work and home, and offer them the home comforts they crave. For the industry, the home also now extends into the balcony and garden, which have become integral parts of our daily lives.

Predictably, the health and wellness sector is just as interested in coming to IFA Berlin 2021. Consumers are health-conscious, active like never before and looking for solutions that help them maintain their physical and mental health and well-being.

“The past 12 months have completely redefined the relationship between people and their homes. They have changed how we eat and live, what we expect from our kitchens and all the other home comforts that we need and want,” says Jens Heithecker, IFA Executive Director and Executive Vice President of Messe Berlin. “We have seen a significant increase in consumer demand across many home appliances segments – large and small. However, our world is now emerging from the pandemic, and already there are first signs of a subtle but marked evolution of what people expect from their homes. As always, innovation is anticipating, supporting and driving these trends. That’s why this year’s IFA is so important: It will be a showcase for the technologies that will allow us to live our best work and home lives in the years ahead.”

Michael Mueller, President Northern, Central and Eastern Europe GfK, adds: “Due to the changes in the past year, our homes have experienced a digitalization boost that creates long-term impulses for the technology markets. The need to work at home coupled with the desire for better cooking and cleaning, has attracted a lot of consumer investment over the past few months. These are also expected for 2021 however, due to the strong fluctuations in 2020, volatile sales developments in the market for large and small domestic appliances are still to be expected. Globally, this grew by around 5 percent in 2020, with some regions of the world - such as Europe - recording significantly more dynamic growth of 11 percent. "

Volker Klodwig, Executive Vice President Sales Region Europe, BSH
“Whether with retail partners and consumers on site or virtually - IFA is one of our most important venues to showcase our innovations and product highlights. As Europe's No. 1 home appliance manufacturer, we will of course be present again in 2021 and look forward to exchanging ideas with guests, partners, media representatives and experts. The leading trade fair will serve us to present our latest developments, technologies and digital services and demonstrate how they improve the quality of life at home. The pandemic has further increased the need for comfort, hygiene and health as well as sustainability. In line with our consumer-centric approach, we are serving these consumer needs with our innovative digital products and solutions, connected devices and new sustainable business models.”

Dr. Reinhard Zinkann, Executive Director and Co-Proprietor, Miele
“People are still spending much of their time at home, where they wish to feel at ease and enjoy life. The unexpected boom the white goods industry has experienced during these difficult times has been covered extensively. When and precisely how we will be able to shape our ‘New Normal’ remains unclear. What is certain, though, is that the IFA trade show will remain our most important exhibition and also what Miele stands for here – for inspiration and sustainability, digital convenience, lifestyle and cordial hospitality.”

During the most recent full-scale event, in 2019, IFA Berlin welcomed 238,700 visitors, 1,930 industry partners and 5,360 journalists – all coming from more than 130 countries and territories.

Last year’s special edition of IFA Berlin – a tightly controlled, three-day real-life event, amplified and extended by a virtual exhibition space – had 145,900 visitors onsite and online, with 1,570 industry partners participating and 10,750 journalists following the event. The special edition attracted visitors from 100 countries and territories.

About IFA Berlin

IFA, the world's most significant trade show for consumer and home electronics with a record number of new products being unveiled is the main market place for key retailers, buyers, and experts from the industry and the media. IFA 2021 takes place in Berlin from 3-7 September.