Dutch trade event showUP andThe German lifestyle show TRENDS UP WEST (TUW) have entered a partnership aimed at increasing the visibility of both events and fostering exchange between their respective markets. The collaboration will launch in June 2025
There are numerous synergies between the two lifestyle events: both shows cater to a design-savvy trade retail audience including buyers from home and gift stores, concept shops, webshops, department stores, and museum shops. Stylists, journalists, and bloggers also travel to Düsseldorf and Amsterdam to find inspiration and do business. The fairs also offer visitors the opportunity to discover new and lesser-known labels – a real highlight for anyone in search of fresh ideas and creative impulses. Both events are further distinguished by their relaxed atmosphere and unique venues, offering trade visitors memorable experiences.
showUP has been around since 2013 and quickly established itself as a leading trade fair for Home & Gift in the Benelux. This year the event will take place for the 25-th time. TRENDS UP WEST, on the other hand, was launched during the pandemic as an alternative industry event and, through its seven editions to date, has grown into an important trend platform for design products and gift ideas in Western Germany and beyond.
“With this cooperation, we aim to create new impulses – particularly regarding product diversity, brand presence, and international networking – and to attract even more enthusiastic visitors to both events”, says TUW project manager Christian Kasch. The agreement includes key points such as:
- Visibility: Placement of the partner’s logo on websites, newsletters, and print publications
- Information Exchange: Mutual information booths at the fairs, brochures displayed at media counters. Sharing knowledge.
- Communication: Joint mailings to the exhibitor databases.
The cooperation will span two editions of each trade show and be evaluated afterward. Organizers on both sides see the partnership as a meaningful way to enhance the trade show experience for exhibitors and visitors alike – cross-border and future-focused, as strong lifestyle shows in Western Europe.
“We look forward to the joint activities, as we share the same mindset when it comes to organizing events. We don’t think in traditional trade fair categories – instead, we aim to offer people who work with beautiful things an extraordinary setting for their business,” say showUP organizers Maya Kol and Daan van Trigt.
Upcoming editions:
- TRENDS UP WEST: 28 – 30 June 2025, Areal Böhler, Düsseldorf
- showUP (summeredition): 31 August – 1 September 2025, SugarFactory, Halfweg
- showUP (winteredition): 1 – 2 February 2026, Expo Greater Amsterdam, Vijfhuizen
