Epoc Messe Frankfurt anticipates that the five trade shows it is poised to stage between May 15 and 17 will be roaring successes, given that they have already registered a 100 per cent increase in the number of exhibitors compared to the previous events held last year.

The shows – ISH Kitchens and Bathrooms, Lightstyle Gulf Light, Hometech, Gardens & Outdoor Living and Hardware and Tools running concurrently – are rated among the top regional events with visitors expected to come from all over the Middle East and Sub-continent. These shows provide the contractors, specifiers, designers and many other visitor groups an opportunity to select from best quality products and services showcased during the three-day trade extravaganza, says the leading exhibition organiser.
 “We are often asked as to why we market each show separately, rather than bundle them up and the answer is that the market in the Middle East is becoming targeted and need-specific,” says Christopher Hudson, exhibition director of Epoc Messe Frankfurt. “Our research shows we need specific standalone events instead of having a large show spreading over seven halls where it is difficult for the visitors to find the products of their interest. Our decision of having separate shows has not only helped the exhibitors but it has facilitated the various visitors’ groups as well – be it contractors, specifiers, designers or individual buyers.”
The response to Epoc Messe Frankfurt’s approach has been phenomenal, as most of the shows have attracted a large local participation this year. This simply reflects the fact that these shows are a better forum to gain a larger regional and international audience.
“ISH Kitchens and Bathrooms and Lightstyle Gulf Light, in particular, are design-led shows and local participation in them is very encouraging. Both these shows are created for the industry and driven by demand. So far the names of locally based international  giants account for 50 per cent of the exhibitors list which is a good barometer as to what the industry expects from this show,” Hudson points out.
“Local companies not only occupy 50 per cent of floor space in ISH and Lightstyle, they have massive participation in the other three as well. In the Hometech event, they have 30 per cent representation of locally based international companies such as Miele, Siemens, Gaggenau and many more. In Gardens, Landscaping and Outdoor Living, we have 50 per cent local participation, and Hardware and Tools has 30 per cent. There are huge country pavilions but the individual exhibitors’ participation – specially the local companies that have a clear understanding of the market – is a unique factor which doesn’t happen in a lot of other trade shows,” he continues.
Explaining how the Messe Frankfurt categorises the shows, Hudson says: “As an exhibition organiser, we have adopted a unique approach by first evaluating what the visitor groups want and then brief and guide the exhibitors. This is a three-way partnership between the organisers, exhibitors and visitors and success for one is a success for all three. We need to know what the visitors buy, when they buy and why they buy and then need to have complete knowledge of what agenda the exhibitors are coming in with.
“At the end of the day, we have to cater to the needs of the visitor groups as they are the ones who make any show a success. If their needs are identified and the product portfolio presented at the exhibitions is tailored to meet their requirement, the show becomes a success.
“In short we are not looking to re-invent the wheel with our exhibitions. We are just returning to the basics of what makes a good exhibition work and that is the philosophy of creating a meeting place as well as a market place,” he adds.
The success of the Epoc shows could be judged by the fact that this year, several local and global giants would make new product launches for the Middle East market. For ISH Kitchens and Bathrooms 15 launches are expected and at Lightstyle 12 new products will be introduced, he adds.

Lightstyle
The major international players participating in Lightstyle Gulf Light include Philips, Osram, Neonlite/Megaman, Brumberg, AGID Technical Association, Kurt Faustig, Abdul Aziz Dawood, Tecon, Electromotor, Herner Glass, Raylo.
Here again the local participants occupy half the floor space and in addition to the 50 local representatives, the show has pavilions from Spain, Italy, Germany, Hong Kong, Greece and China.
“Again, this is a show that has been driven by key companies, both local and international. This is by no means an Epoc Messe Frankfurt Show. It really is a lighting industry show and this is reflected by the quality of stands built on the floor plan,” Hudson points out.
The main visitor groups for the show would be lighting designers, architects, contractors, interior designers, developers, mechanical electrical engineers property management companies, hotels and a host of others from specialist retailers.
The show last year had just 53 companies occupying some 785 sq m. This year, Epoc has representation from 90  companies spread over 2,500 sq m, which demonstrates the need for a stand alone focused event, he stresses.

Kitchens & bathrooms
ISH Kitchens & Bathrooms show, which introduces the latest in design themes, technology and textures, is a sister show to ISH in Frankfurt which is claimed to be the largest of its kind in the world. Major players or companies in this year’s show include Villeroy & Boch, which is launching its new Wave collection to the Middle East market. Other key local companies include the Sultan Group, Jacuzzi Middle East, Kohler, RAK Ceramics (which is launching its new range including Samurai, Granitino and Sparta collections).
In addition, companies such as Siemens Appliances, GE Appliances, Baumatic, Teka and many others supplying kitchen equipment for the new-build and development markets are also participating.
“ISH is, without doubt, the first dedicated kitchen and bathroom show within the region. It is not a building show and again it is a design-led forum that has been created by the major local companies in the region,” he says.
There are some very large stands at this years’ show from Villeroy & Boch, Kohler, Sultan Group – AR Helmy, and Baumatic.
RAK Ceramics this year is building a 300 sq m stand, which is the largest ever stand that it has built within the UAE, according to Hudson.
While the show last year attracted 50 exhibitors, this year’s event has seen 100 per cent growth, with the floor plan dominated by the major local manufactures and distributors. Exhibiting companies have taken over 3,000 sq m of space. In addition, there are national pavilions from Germany, the UK, France, Turkey, Spain, Hong Kong and China.
Hometech
Hometech is this year’s brand new show specifically targeting developers, architects, designers and retailers and complements ISH Kitchens and Bathrooms. It is dominated by the major local suppliers.
“UAE is becoming a more sophisticated market and developers want quality products in their properties. Even the home-owners are very quality-conscious and they need only the inspirational products in their dwellings,” says Hudson. “This show will bring the world’s top brands under one roof and will provide an opportunity to select from the best of the best. So far, 100 exhibitors including 30 world-renowned brands are coming to Hometech.”
The key big local exhibitors include Bosh Home Appliances Middle East, Teka Middle East, General Electric, Baumatic, Zanussi, Miele and many more.

Gardens & landscaping
The Garden, Landscaping & Outdoor Living show reflects the growing change in design and appreciation of outdoor space and a huge advancement in the gardening and outdoor living products, says the organiser.
The show covers garden machinery, garden tools, garden furniture, water features, swimming pools and landscape architects.
Over 100 companies will be exhibiting from 15 countries introducing the latest in technology and themes and solutions for any outdoor space to the key visitor groups including landscape architects, designers, developers, construction companies, property management companies and hotels.
The show has increased in terms of size by 100 per cent and will occupy over 3,000 sq m of space this year, he says.
Companies like Arid Land Development and the Sultan Garden Centre from Saudi will be part of the show besides their international counterparts including Schere Jardin, Ascot, Lembert, August Fisher, Seggio Line, Global Furniture, Irak Plastic.Stone Gallery, Stone Palace, Art of Stone, Al Banna Marble, EKA Rock Art, Moonstone, Galleria Home, Zimsculpt, Tropicdane, Errington Raey, Bennocchi, Wulf und Hauck, Oase, Thermospas UK, Ripples, Green People, Grass Innovations US and Le Barbare.

Hardware & Tools
Said to be the region’s only dedicated trade fair for architectural hardware, mouldings, and tools and accessories, the sixth edition of the Hardware & Tools show will accommodate the key exhibiting groups including architectural hardware, mouldings, power tools, adhesives, sealants and abrasives, ladders and scaffold systems, paint and painting products.
Major power tool companies exhibiting this year include: DeWalt, Unitech AEG, Bosch Power Tools, Spit, Arwani Trading, Plano Europe, Perino, Milwalki. Many of these companies’ Middle East offices are exhibiting which further shows the importance of the event and the huge support from the local marketplace.
Other participants include Piher, Sanson, Ivor Pro, Sentry Safes, Harris Paint Brushes besides national pavilions from Germany Italy, Spain, Egypt, US, Brazil, Netherlands, Turkey, Japan and China with biggest participation from Spain.
“It is fair to say that approximately 40 per cent of the floor plan is occupied with local companies, which again demonstrates that the exhibition is driven by the industry within the Middle East. Presently 279 exhibiting companies are occupying 3,500 sq m of exhibition space which is a 30 per cent increase over last year’s figures,” he says.