Show review: Frankfurt Ambiente
“An SDA showcase worth visiting” Ambiente in Frankfurt is the world’s leading consumers goods trade fair in February
and is well worth a visit to check out a good spread of SDA. Sarah Selzer reports. W
ith two of the major international shows in the electrical industry taking place in January (CES Las
Vegas) and September (IFA Berlin), there is an argument for another event allowing retailers to see a strong line-up of SDA in particular. One of the worthy candidates for this is Ambiente in Frankfurt (the other is the IH+HS in Chicago in March – report in next month’s IER). Ambiente takes place over five days in February, usually the weekend after the Spring Fair in Birmingham. While that can pose challenges for companies exhibiting at both (and in UK housewares that isn’t as rare as it might seem), it is an easier decision for the visitor to make. But is there enough electrical product to justify the trip? The answer is yes. Held at the Messe, which is near the main train station and has good transport links itself, there are just over 4,500 exhibitors across 12 halls on various levels (a total exhibition space of 306,500 square metres). This year, the show attracted 136,000 buyers, 85% of them from outside of Germany (166 countries). It is an easy show to navigate (albeit very
spread out, but there are travellators between halls and a shuttle bus running around the outside of the show) and there is a useful classification on stands indicating for example if their products are eco, for catering or from the
‘partner’ country; in 2019 that was India. There are also plenty of ‘break out’ areas showing trends and there is even a series of ‘Future Thinkers’ tours round the show by students from an applied sciences university in The Netherlands. The visitor with SDA in mind has a relatively
focused task as those products are mostly housed in hall 3.1 (and the lower level 3.0). That is predominantly where all the cookware, knives and associated products are, so they are in good company, although in practice there are other companies with electrcials in different halls – for example Brabantia is in hall 12.1 as that is the main area for its core product offering, laundry and home organisation. But if you’re heading out that way, then Hall 11 focuses on design-led products across housewares, and here you can find pockets of electrical and smart tech. There was a special pavilion hosting the Hong Kong Smart Design Awards, with products like Samson Bright
A group of students from The Netherlands lead ‘Future Thinkers’ trends tours round the show
‘gravity side-released’ electronic pepper mills, Netvigator Smart blood glucose monitor and Romoss Spirit power bank. A quick search of the consumer-friendly Ambiente website and exhibitor list shows a total of 243 companies across the show classifying themselves as ‘electric’ (145 if you narrow that down to ‘electrical’) and while some of these are Chinese manufacturers and some much smaller European brands, there were some really heavy-duty names in hall 3.1 and 3.0 – KitchenAid, Magimix, Smeg, Vitamix, Dualit, Bugatti, Bamix and Ariete from the De’Longhi group. Many of these had huge statement stands too – a characteristic of Ambiente, especially in the cookware halls. So a mass of colour and design. There is always something new to discover at Ambiente. Swiss brand Novis, with a range of
There are plenty of break out areas at the show like this one featuring Trends 2019
premium juicers and food prep plus a collection of kettles and toasters, isn’t currently in the UK but is keen to expand and so is looking for a distributor. The products tick all the right boxes design-wise and have some useful features – the VitaJuicer (rrp €399) has four juice functions activated with a single button and with VitaTec® technology (where the citrus press works in combination with the centrifuge) both the juice and fibres end up in your glass, for maximum nutrition. The ProBlender (€699) has five pre-set programmes and a neat On-The-Go container which fits straight onto the machine (the various containers are automatically recognised by SmartAdapt™ tech and for safety, the Wireless Safety System senses if the container and lid aren’t properly in place and so won’t work). The kettles and toasters, available in September, will start at €129.
• More information on Ambiente exhibitors and next year’s show (7-11 February) from https://
ambiente.messefrankfurt.com/frankfurt/
en.html
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hello@prdirect.net April 2019
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