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White goods industry showing strong support for return of IFA 2021

Organisers of the IFA exhibition have said that domestic appliances brands have already booked more than 80 per cent of the show space for the upcoming IFA Berlin edition later this year.

Pre-bookings from manufacturers of major and small domestic appliances are “well beyond expectations”, they said as preparations are in place for the full-scale real-life event from 3-7 September 2021.

Organisers added that “predictably”, the health and wellness sector is also interested in showcasing at IFA Berlin 2021.

“The past 12 months have completely redefined the relationship between people and their homes,” said Jens Heithecker, IFA Executive Director and Executive Vice President of Messe Berlin. “We have seen a significant increase in consumer demand across many home appliances segments – large and small. However, our world is now emerging from the pandemic, and already there are first signs of a subtle but marked evolution of what people expect from their homes.

“That’s why this year’s IFA is so important; it will be a showcase for the technologies that will allow us to live our best work and home lives in the years ahead.”

Manufacturers have also shared their thoughts on the September show.

Volker Klodwig, Executive Vice President Sales, Region Europe, BSH, commented: “IFA is one of our most important venues to showcase our innovations and product highlights. We will of course be present again in 2021 and look forward to exchanging ideas with guests, partners, media representatives and experts.

“The pandemic has further increased the need for comfort, hygiene and health as well as sustainability. In line with our consumer-centric approach, we are serving these consumer needs with our innovative digital products and solutions, connected devices and new sustainable business models.”

Meanwhile, Executive Director and Co-Proprietor at Miele, Dr. Reinhard Zinkann, said the “unexpected boom” the white goods industry has experienced has been covered extensively – yet how it can shape a ‘new normal’ “remains unclear”.

“The IFA trade show will remain our most important exhibition and also what Miele stands for here – for inspiration and sustainability, digital convenience, lifestyle and cordial hospitality.”

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