area30 and M.O.W. will be working together strategically from the 2026 trade fair season onwards. The aim of the partnership is to further enhance the appeal of the exhibition venues in Löhne and Bad Salzuflen, to capitalise on synergies and to offer trade visitors even greater added value. The first tangible element of the partnership is a free shuttle service that will run several times a day between the two exhibition centres during the trade fair in September.

The decision to collaborate was made after just a few discussions. It quickly became clear that both organisers share a common understanding of what sustainable B2B trade fairs should look like: consistently trade-focused, managed with an entrepreneurial approach, and with a clear focus on the needs of exhibitors and visitors.

area30 and M.O.W. are the two largest exhibition centres for the kitchen and furniture industry in East Westphalia-Lippe in Germany. Their partnership creates a high-performing exhibition network with international appeal. With more than 700 exhibitors, both organisations will further strengthen their position as one of Europe’s leading B2B venues for kitchens, furniture and interior design.

Christopher Boss, Managing Director of trendfairs/area30, says: “M.O.W. and area30 complement each other in many ways. Both events are financially strong, independent and firmly focused on the trade. Together, we create added appeal for exhibitors and trade visitors without compromising our respective identities. On the contrary: each remains independent – and together, both become stronger.”

Bernd Schäfermeier, Managing Director of M.O.W, also sees this collaboration as the start of a long-term partnership: “There are encounters where, after just a short time, you realise you’re on the same wavelength. That’s exactly how it was in our discussions with Christopher Boss and his team. We share the same approach: we think from a retail perspective, are constantly developing our events further, and want to offer visitors genuine added value. This gave rise to the idea of combining our strengths in a meaningful way.”

The partnership is explicitly designed to be long-term. The shuttle service marks the start of this collaboration. Furthermore, both organisers intend to expand their cooperation step by step. Plans include joint marketing activities, coordinated national and international visitor recruitment, additional services for trade visitors, and joint initiatives to promote internationalisation and support the growing contract segment. For both organisers, this is just the beginning – because the future is built on collaboration.

The focus is less on size and more on impact. “We want to enable our visitors to experience the full spectrum of the kitchen and furniture industry within just a few days,” says Boss. Schäfermeier adds: “If we join forces, everyone stands to benefit in the end – exhibitors, visitors and our two exhibition venues.”

Save the Date:

area30, 19–24 September 2026

M.O.W., 20–24 September 2026

Further information: www.mow.de and www.area-30.de

Next Show
19 to 24 September 2026

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