EOG & Messe Munchen Establish Retail Advisory Council

Retailers are calling for more brands, and brands are seeking greater retailer participation at the trade fair. This initiative aims to facilitate proactive exchanges, forge new business contacts, and collaboratively advance the industry. The European Outdoor Group (EOG) and Messe München have established the Retail Advisory Council to directly gather feedback from international retailers on their needs and requirements for the trade fair concept. The council will play a crucial role in shaping OutDoor 2025, ensuring closer retailer involvement in its development. The overarching objective is to enhance industry support, evolve the trade fair concept, and solidify OutDoor’s position as a global platform for business, inspiration, and growth. The new OutDoor concept will be unveiled at the European Outdoor Summit, 18-19 September 2024 in Cambridge, United Kingdom.

Extensive feedback from retailers indicates a strong consensus that trade shows must evolve into more inclusive, efficient, and inspiring events that are closely aligned with the practical needs of the outdoor industry. Additionally, there is a clear emphasis on the necessity of a global platform that facilitates effective exchanges at all decision-making levels within the industry. These insights stem from the Retail Advisory Council, established by the EOG and Messe München. Key international accounts such as Globetrotter, Sport 2000 International, Intersport, Sport Conrad, Frilufts, Partioaitta, Unterwegs AG, Der Aussteiger, WN Alpin, and JD Outdoors are actively involved. 

THE CENTRAL DEMANDS OF THE TRADE INCLUDE:

• Maintaining a central, leading trade fair as a comprehensive platform for presenting the latest trends, products, and industry expertise.
• Ensuring broad participation and representation for all international market participants.
• Revising the trade fair concept to enhance the efficiency of visits while simultaneously reducing costs for exhibitors.
• Placing a stronger emphasis on retailers’ scheduling needs.
• Developing trade fair concepts that extend beyond mere product and sales presentations.
• Offering more curated spaces and personalized or segmented experiences.
• Further developing networking formats within the platform.

OUTDOOR 2025 – FROM BUYING TO SELLING

The new OutDoor concept will be unveiled at the European Outdoor Summit (18-19 September 2024) in Cambridge. It will feature expanded subject areas tailored to different stakeholders, along with creative and more cost-effective participation options for increased flexibility. For example, the new Freestyle area will offer an intimate, innovation-focused environment with smaller, staggered stands along a guided discovery route, emphasizing product and brand stories. This layout provides retailers, media, and participants with an ideal, highly concentrated overview of the sector and its trends.

Personal contact remains a top priority. OutDoor is the world’s largest gathering of industry professionals, offering a focused and time-efficient opportunity for business and networking. It perfectly embodies the identity of the outdoor sector and serves as a platform for opportunity and growth.

On behalf of its members and all retailers in the outdoor and sports industry, the Retail Advisory Council is sending a strong message of support for trade fairs to all brands in the industry. Brands that register for OutDoor 2025 by 31 December 2024 will receive a 20 per cent discount on the square meter price of the 2024 event, setting a positive example. 

SELECTED RETAILER VOICES FROM THE RETAIL ADVISORY COUNCIL

“We need a market overview at the trade fair. [...] The trade fair naturally has the function of providing a platform for new companies and innovations. That has been completely lost.” – Hans Conrad (Sport Conrad), on the importance of trade fairs that include the entire spectrum of industry participants and offer a complete market overview as well as a platform for innovations.

“I have always been a big supporter of trade fairs [...] but if you want to do them, everyone has to be there. If 25 or 30 per cent of their suppliers are missing, it is no good for them to attend because they cannot cover the same number.” – Lee Bagnall (JD Outdoors), on the importance of full supplier participation to make trade shows worthwhile for retailers. He emphasizes that incomplete representation reduces the value of the event.

“The show has developed into a meeting show …. I think it’s important to have the small guys there as well... You want to kick off the new season and get inspired somehow, see where the market is heading, and find unique small products and brands that you might not otherwise encounter.” – Henrik Hoffmann (Frilufts), emphasizes that trade fairs need to inspire attendees by showcasing a wide range of products and brands, including smaller companies that might otherwise be overlooked.