Keeping up with the European Joneses

Where can you peruse the latest raised garden beds, share a grilled meal with colleagues at a table 100 plus feet in the air, hear at least five different languages spoken at any given moment, and stroll through an indoor park, complete with water features and decorations? Spoga+gafa, which dubs itself as a “garden and leisure-time trade fair” offers all of this and much more.

Held in the Koelnmesse convention center in Cologne, Germany, around the beginning of September each year, spoga+gafa is one of the largest trade shows of its kind in Europe. According to the final show report, there were 36,800 trade show attendees from 116 different countries and 1,817 exhibitors at this year’s show. Attendees get a great workout making their way from one end of the convention center to the other, and a shuttle is offered between the north and south entrances for those who would prefer to avoid the 15-minute walk.

Attending this event provided a look into what’s going on in the European garden center industry and which products and trends North American garden center retailers may see crossing the pond sometime soon.
 

Any size gardening (and grilling!)

As could be expected, options for enjoying the outdoors in a small space were plentiful. Apartment living is very common in much of Europe, and customers are looking for the latest way to grow, grill and simply relax in their small space. There were raised beds in primary colors geared toward children, small, lightweight grills marketed to women, elegant options for wooden raised beds. There was truly something for every apartment dweller or small space outdoorsman. For those who have more space to work with, there were folding chairs that two people can sit on together, and oversized statuary and other larger-sized products.
 

Color me bright

When it came to product colors, the trend is definitely toward bright, cheery colors. Solid colors dominated and patterned designs were almost nowhere to be seen. Anything from tools to gloves to décor and containers were offered in a variety of hues, from the more traditional muted colors to the brightest of bright. Items that normally wouldn’t be blue, purple or red, such as animal statues, took on a funkier vibe with their new colors. Exhibitors took full advantage of this trend in their displays, whether color blocking was incorporated as part of the display, or whether color blocking was the design itself.
 

Blast from the past or look to the future?

When it came to the design of products displayed at the show, there was a split down the middle between very rustic, traditional looking products and others that strove to achieve a sleeker, more modern look. One conclusion that could be drawn from this is that even though many customers want to simplify and modernize the look of their garden spaces, others are still fond of the more whimsical and classical looks.

Cool products seen at the show

LITE UP POT	FUN FEEDERS	VEGTRUG POPPY
This container by Funky Garden is anything but a basic pot. It's a self-watering pot with a water compartment that transfers water to the plant via a sponge at the bottom as needed. Getting low on water? An LED light strip around the perimeter of the pot lights up, which is what gives it its name. For more information, visit www.myfunkygarden.com	These bird feeders by ChapelWood, a British company, come in the form of an owl, bumblebee and other shapes and caught my eye with their bright colors and unique look. Visit www.chapelwoodwildlife. co.uk for more information.	What stood out about the VegTrug (seen here in lime green) was the fact that both the plant stand and the felt bag the plant is grown in are foldable and can be easily stored away. This is especially important for Europeans with little storage space and could also work for small space gardeners in North America. Visit www.vegtrug.com for more information.

Vegtrug Poppy Photo Courtesy Vegtrug
 
 

No copy!

Product privacy or counterfeiting can be an issue at large, international trade shows, and spoga+gafa is no exception. Due to the fear of the new product being copied and reproduced in another country, many booths had “No photography” posted outside their booths, either with a picture of a camera with a line through it, or a translation of the phrase into several languages; some had both displayed. Visitors wishing to take photos of any part of exhibitors’ booths needed to first ask permission. Sometimes exhibitors would grant permission, other times they would not. There was no photography permitted in at least one of the halls that showcased new and innovative products as well as some prototypes.

Koelnmesse, a German trade fair organizer that hosts many events at its facility of the same name, has continued efforts to combat product piracy this year at spoga+gafa with its “No Copy!” initiative. According to information provided by Koelnmesse, “Koelnmesse’s efforts in this area focus on consultancy, expert advice, settlement of disputes and practical support. The objective of the ‘No Copy!’ initiative is to bring all exhibitors to comply with the relevant regulations. Furthermore Koelnmesse seeks to facilitate enforcement of intellectual property rights and thus to reduce infringements of such rights at our trade fairs.” There is a “No Copy!” booth set up with representatives that can answer questions about the topic during trade fairs where product piracy is especially prevalent, and provide advice for exhibitors who believe that their rights have been violated. There are also intellectual property lawyers and representatives of the German Patent and Trademark Office at the booths during selected shows.

For more information about this initiative, visit www.koelnmesse.com/en/unternehmen/verantwortung/no_copy_pro_original/index.php

Source: Koelnmesse press releases, September 2013

Photos and article by Karen E. Varga

Stay tuned for more insights about the state of the garden center industry around the world and European garden trends in an upcoming issue.