On 3rd, 4th and 5th October, Feria Valencia shall open its doors to hold the 41st edition of Iberflora (International Fair for Plants and Flowers, Technology and Garden DIY) and the 7th edition of Eurobrico, the International DIY Fair. These two trade fairs have joined forces in the past to share synergies, and this year they form part of the trade fair calendar for the purpose of developing at Feria Valencia in parallel in even years (Eurobrico is biennial, although its offer is completed in odd years with the Eurobrico Meeting Point, a B2B encounter among manufacturers and distributors in the DIY and ironmongery sector).
Thanks to the collaboration between these two trade fairs, the Garden Hall comes about in 2012, an initiative whose purpose this year is to provide value to the Garden DIY segment activity, which is gaining an increasing number of followers in Spain and which has a specific weight within both the Iberflora and the Eurobrico offers.
Outdoors entertainment
Two mottoes make up the proposals of both trade fairs for the forthcoming event: Iberflora’s Green Vitamin and Eurobrico’s Home & Garden Improvement. Two concepts with which, on the one hand, Iberflora wishes to inject energy into both manufacturers and buyers of the green sector in order to stress the importance of green entertainment and contact with plants, flowers and nature as opposed to the grey landscape of cities. On the other hand, Eurobrico proposes a philosophy of life in which homing, that is remaining at home, becomes an entertainment trend, and a new behaviour for users of DIY products who demand solutions that adapt to a broader vision of fitting out, reforming and decorating our home.
With this joint Eurobrico and Iberflora event, the offer of both these trade fairs will respond to the new reality; this increasingly includes DIY references in nurseries, gardening centres and shops selling agricultural products and, conversely, the inclusion of garden plants, pots or accessories as part of large DIY distribution centres.
Another link between both trade fairs is Eurobrico and Iberflora’s announcement power. Every year, this DIY event brings together more than 90% of the agents which intervene in the Do-It-Yourself industry, and the attendance of distribution leaders, AKÍ, ATB, Bricogroup, Bricoking, Bricor, Bricorama or Leroy Merlin, has been confirmed. Moreover in 2012, the event has made much effort to attract new distribution channels, such as gardening centers, decoration chains, construction warehouses or industrial supplies.
Iberflora, a leading ornamental plant trade fair in Europe, opens to the public in 2012 with new proposals to recover the garden, petcare or cut flower sectors. The ultimate purpose is to attract all the demand of the green sector with its ample offer: gardening centers, nurseries, shops selling pet food and accessories, shops selling agricultural products, gardeners, local shops, flower-growers and suppliers, etc.
Likewise, their internationalization processes have become a priority objective for the Organizing Committees of both trade fairs, especially with today’s scenario marked by internal market weakness and the need to open out to foreign markets. Through Edra (the European DIY Distributors Association), Eurobrico has taken actions to attract the visit of the main European distributors. Meanwhile, Iberflora has organized commercial missions from 13 countries after selecting large accounts from each market and by organizing an agenda of interviews between buyers and exhibitors.
