DIY Market in the EU: Size of the Market Declines 2013 by 1.2 Percent

Recent calculations of the IFH Cologne show that the DIY-market has again taken a slight decline in sales in the year 2013. The size of the market sank to 673 billion Euro. Only four merchandise groups were able to increase their sales.

Screws, flowers, bricks, lake pumps, wallpapers: Although the DIY market in Europe had trouble developing in the past years, the 27 member states of the European Union turned over 673 billion Euro with DIY merchandise altogether in 2013. Following a stable phase of growth, the industry had to take a setback due to the financial crisis in 2008/2009. In 2012 the sales declined again slightly and this negative trend continued in 2013 when the volume of sales dropped another 1.2 percent. The industry expert Christian Lerch from the IFH explains the negative trend: “The reasons for this development are the difficult weather of the past few years and the declining building sector in many European countries.”

With combined sales of 140 billion Euro in the DIY-product ranges – home building, construction materials and gardening – Germany is the most important single market in Europe: Over 21 percent of consumer expenditures in DIY were made in the most populous country of the EU.

Looking at the core product ranges in DIY, it becomes clear that there is almost no branch spared by the sales drop. With minus 1.8 percent the gardening branch – especially garden furniture and garden tools – took the biggest losses. The two other product branches, home building and construction materials had losses of 1.3 and 1 percent. Only four merchandise groups were able to increase their sales, the leading group was heating/air-conditioning.

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3 Questions to: Bettina Ulrich (brainLight)

Walking around the spoga+gafa can be quite exhausting. So many things to see and so little time. One way to relax your feet on the trade fair grounds is to have a seat at one of the snack stops and cafés, but if you wanted a real relaxing experience, the brainLight stand offered something very special. Bettina Ulrich, brainLight’s head of sales, introduced visitors to some impressive massage chairs and answered some questions for us.

What is the latest model in your range of massage chairs and what are its functions?
The current state of the art in massage chair technology is the brainLight relaxTower with Shiatsu Massage chair 3D FLOAT PLUS. Unlike other massage chairs this one not only works out your back but your hands, feet and legs are involved as well. It has 10 fully automated massage programs and 3 half-automated programs. It comes with special visualization glasses that send out soothing light pulses and together with guided relaxations over the headphones it turns into a full experience for body and mind.

Who are the target audiences for your massage chairs?
The Shiatsu massage chair and the relaxTower are mainly geared towards commercial use. They can be used in hotels, shopping centres, spa-areas, gyms, everywhere, where people can use some quick relaxation. Coin slots are optional in our systems. Of course relaxation at the workplace is a growing topic nowadays, so businesses are also ordering our chairs for their relaxation rooms.

What can you tell me about your company, brainLight?
Our company is in business for 26 successful years now. We not only produce relaxation systems, we also give seminars and information events about relaxation. Our philosophy is it to increase global consciousness, understanding, love and compassion.

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A spoga+gafa Event for the Public: TAG DES GARTENS – Garden Day 2015

The planning phase for the “Garden Day – the garden exhibition for all”, TAG DES GARTENS, has begun. From August 29th to 30th 2015, the weekend before the spoga+gafa, the end user format is scheduled to take place in hall 8 of Koelnmesse, in the outdoor area and in the adjacent Rheinpark. The first renowned companies have already confirmed their participation in the “Garden Day”.

According to the status in September 2014, garden enthusiasts from Cologne and the surrounding region can look forward to exciting campaigns, novelties and tips from Barbecook, Compo, Honda, Husqvarna, Idealspaten, Lechuza, Lubera, Neudorff, Royalbeach, Sabo, Scotts and Weber Stephen. The “garden exhibition for all” is going to cover the garden in all its facets. Those companies that have already confirmed their participation include suppliers from the Grill & BBQ, plant and soils, garden and motorized tools, decoration, sport and leisure-time sectors.

With diversified events, exciting campaigns and exhibitor novelties, the TAG DES GARTENS addresses hobby gardeners, fresh-air and garden enthusiasts as well as families.

The end user format for garden living is organised in cooperation with the German Garden Industry Association (IVG). The spoga+gafa itself remains an event purely for trade visitors.


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spoga+gafa 2014: High Quality of Visitors, Growth in Exhibitors

The spoga+gafa 2014 is over and the final numbers show once again that the trade fair in Cologne is the melting pot of the international garden industry.

Around 36,800 trade visitors from over 100 countries attended the international garden trade fair to inform themselves about the novelties in the garden industry. The share of foreign visitors was 58 percent. “The overall attendance in 2014 was stable. However, there was a shift in the visitor structure across the countries. Positive developments were particularly recorded from North and South America and Oceania. Due to the social and political situation, growth from Africa and Russia was not to be expected,” explained Katharina C. Hamma, Chief Operating Officer of Koelnmesse GmbH.

Boasting 2,012 exhibitors from 56 countries, the spoga+gafa 2014 experienced a growth rate of 10.7 percent compared to the previous year. “The abundance of innovations and the expansion of the range of exhibits raised the event up to top level. The high media coverage in both the trade and daily press also indicates a positive development,” commented Hamma.

“The quality of the visitors has also underlined the fact that the spoga+gafa is the leading international garden trade fair.” In 2014, the spoga+gafa covered exhibition space spanning 241,000 square metres with its five exhibition segments ‘garden creation’, ‘garden living’, ‘garden care’, ‘garden unique’ and ‘garden basic’ and the trade fair showcased everything that makes garden living better, more beautiful and more comfortable.

The spoga+gafa 2015 will be from August 30th to September 1st 2015.

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EFSA: Garden Retail Trends for 2015

A newly designed lifestyle magazin for the new trends of the coming seasons, a concept store at the spoga+gafa 2014 to show “the garden centre of the future” and the launch of a new website: The European Floral and Lifestyle Product Suppliers Association EFSA shows what’s going to be important in the next garden year. 

Concept Store 3.0

For their third concept store at spoga+gafa, EFSA chose the theme “Changing the City”. Urban gardening and farming are growing areas with enormous unused potential for suppliers and retail. Visitors can look forward to the following subthemes of the concept store.

  •  Tribal – Avantgarde and rich with atmospheric and ethnic decorations.
  • Nautic – All about water features in the garden and on the balcony.
  • Level – Solutions for outdoor experiences on the balcony.
  • Tom Boy – Playful, social solutions
  • Secret – Endless possibilities of a ‘secret’ inside garden. 

The store has been developed and realised with TPK Media Partners and Vinnce Ponnet of Viretail. According to EFSA, a tempting combination of product ranges, scent, light and signage allow the retailer to respond to the subconscious of consumers and lure them into specific parts of the shop.

New Format for Publishing Trends 

EFSA is going to present the next colour and style trends for the spring/summer season 2015 in form of a fun and exciting lifestyle magazine. Besides the trends, there will be expert interviews and opinions, news and EFSA’s event agenda. For 2015 they have made out five different garden themes:

  •  Vitamin Vibe – Pure, fresh and clean with contemporary design
  • Poetic Project – Summer in the city with industrial spirit and vintage influence. Urban gardening and farming are key elements
  •  Super Shore – a hippy-chic spirit full of fresh aquatic shades of blues and greens
  • Flash Fusion – modern arts meet ethnic references in a high summer atmosphere, a homage to the sixties
  • Eternal Earth – a dry, almost desert like environment, raw and pure

The trends are based on the Colour and Style Forecast from Nelly Rodi Paris, an international leader in trend forecasting.

The magazine will be available at the EFSA Area and in the Concept Store in hall 10.1 of the spoga+gafa 2014.

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