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April 19, 2022

Great Expectations: Global Retailers Gear up for IFA 2022

Retailers from around the world say they are eager to attend IFA 2022 because they need to gear up for new consumer expectations in a post-pandemic future.

For many of the world’s largest retailers and retail groups, IFA Berlin 2022 will be the first opportunity to connect at full scale with brands and manufacturers of the consumer electronics and home appliances industries. The event (2-6 September) takes place as manufacturers and brands are getting ready to roll out a new generation of innovative services and devices optimized for a world where the home has gained new importance and where many people follow new hybrid work patterns.

Retailers have told the IFA team that this year they are more eager than ever to come to Berlin, because they want to make sure that the surge of demand during the first 18 to 24 months of the pandemic will not become a one-off that subsides during the coming months. To keep the momentum going, they are keen to focus their marketing activities and reconnect with both brands and consumers.

Technology brands, meanwhile, know that their headquarter teams have been physically cut off from most of their key partners, customers and media for more than two years now. In some regions, stringent travel restrictions made it close to impossible to rebuild personal contacts and organize face-to-face meetings; this makes the need to finally rekindle contacts and rebuild social capital even more pressing.

“IFA Berlin 2022 could not come at a better time: our event gives brands and retailers a much needed and perfectly timed large-scale real-life platform to re-energize the connection between industry, retail partners and consumers worldwide”, says Jens Heithecker, IFA Executive Director and Executive Vice President, Messe Berlin Group. "This year, IFA will resume its role as a key platform for global trade. We know from all the discussions with our retail partners that they need and want to come to IFA – this year more than ever."

Comments from global retailers:

(in alphabetical order)

Till von der Osten, Director Trading AO Germany

"Without the IFA, one of the most important industry events for trade would be missing. For us, this year's event is a special highlight, because finally it is possible to experience innovation at first hand and to exchange ideas on site again. As an online retailer of household and electrical appliances this is essential for us."

Ibrahim ALCI, Leader Produit PC, Moniteurs & Logiciels Boulanger, France

“The IFA show is an essential show at European level which allows us to discover the novelties and to touch, to try the products which will come out on Christmas or at the beginning of the year. During this fair we also have the opportunity to discuss with the top management.”

Jochen Pohle, Chief Retail Officer EK/servicegroup eG, Germany

"One year without IFA is definitely one too many. Our retailers and we ourselves look forward to the international product innovations and technologies, to new trends and great infotainment. What causes a sensation among the public in Berlin will subsequently leave its mark on local retailers. So being there means securing a competitive edge. And that's what this trade show is all about for us. In addition, we are naturally using the opportunity to present the EK range of products and services to the trade. To this end, we will be bringing our electroplus and küchenplus brand store concepts to the River Spree, among other things."

Karl Trautmann, Member of the Executive Board, ElectronicPartner, Germany

"In the past two years we have learned that a lot can be implemented virtually – but we have also seen that this does not work for two things: human nature – because people want to communicate personally and live – and when experiencing our great products. That is why we look forward to the IFA 2022 as a physical event and to our appearance in the Palais!“

Benedict Kober, Spokesman for the Management Board, EURONICS, Germany

“Of course, we as EURONICS will again be present at the IFA with a membership stand. Especially with a view to this year's Football World Cup, which will be played at the unusual wintertime, the year-end business in the consumer electronics sector promises to be particularly exciting. The IFA in September is therefore very important with regard to product innovations. We will focus our appearance on our smart solutions.”

Norbert Lüthi, Management euronics schweiz ag, Switzerland

"Business is done between people. That's what IFA in Berlin stands for. In addition, discussions with industry and service providers can be held very efficiently within the framework of the trade show, which would otherwise only be possible with a disproportionate amount of time spent at individual events."

Dr. Stefan Müller, CEO expert SE, Germany

"IFA is and remains the most important platform for new and innovative electronics products in the industry. The response from our partners during the preparations for the KOOP cooperation trade fair clearly showed that there is a great need and request for an event in real life- we are therefore looking forward to the meeting in Berlin in September 2022.”

Suyeon Jung, Category Merchandiser LOTTE Himart Co., Ltd., Korea

"Such a thrilled news IFA will come back as usual! IFA has led market trends in appliances reflecting future vision of lifestyle. Hope to be the one groundbreaking show again."

Jörg Bauer, COO MediaMarktSaturn Germany

“IFA is the hub for the world of consumer electronics. All the important representatives of the industry come together here and we have the opportunity for intensive exchange. I am all the more pleased that IFA can take place regularly again after a break of two years due to Corona. For us as a retailer, the trade fair is still one of the most important sources of information about new products and trends.”

Ken Lin, Board Director Senao International, Taiwan

“IFA 2022 is an important international event for the retail business. We are looking forward to joining IFA live event and to exploring new business opportunity when business traveling regulation is eased."

Udo Knauf, Managing Director telering Marketing GmbH & Co. KG, Germany

"We are looking forward to IFA 2022 and are firmly convinced that it will take place in a format that we appreciate and love. As an exposed industry event, IFA is unique for us, indispensable and an integral part of our event calendar. IFA is and remains the industry meeting place par excellence.”

Hironobu Oi, CEO, Japan

"Congratulations on your decision to host IFA 2022. Since our first IFA visit in 2012, we have been participating to broaden the perspectives of our young employees, so we are happy to have this event back. We wish IFA 2022 a successful event."

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 2022 takes place in Berlin from 2-6 September.

About Messe Berlin

Berlin has been a trade fair location for 200 years, and one of the most important in the world for many decades. As the state-owned trade fair company, Messe Berlin makes a major contribution to the city’s position. It designs, markets and organizes hundreds of live events every year. Its broad portfolio includes the global brands and leading trade fairs IFA, InnoTrans, ITB, FRUIT LOGISTICA and the International Green Week, as well as major conferences and outstanding events, such as the Fan Mile at the Brandenburg Gate. With around 90 offices abroad, Messe Berlin markets its events in over 170 countries. Every year around 25,000 media representatives from all over the world are accredited to the events at the company's headquarters under the Radio Tower in Berlin alone. Messe Berlin strives to be an outstanding host to visitors at all of its events, to provide the best possible business impetus and to ensure fair conditions for everyone. This self-image is reflected in the company motto: Messe Berlin - Hosting the World.