Our colleague Thierry Coeman has recently returned from the International Hardware Fair in Bergamo, Italy, and gives us a flavour on what there was to see and trends that may be of interest in the months ahead.
Attending the International Hardware Fair Italy proved, once again, to be more than justified. The second hosting of this two-day trade fair, set in the heart of Lombardy, reaffirmed its relevance with conviction. In the picturesque setting of Bergamo, the event drew 5,600 professional buyers from 53 different countries, a significant increase in attendance. The organisers pulled out all the stops to create an atmosphere of warm hospitality and were amply rewarded for their efforts.
Made in Italy as a global answer to ‘Narrow Shoring’
Held across two spacious halls, the fair was bursting with activity. The 320 exhibitors placed strong emphasis on the power of the ‘Made in Italy’ label, a strategic choice. In a world increasingly embracing ‘Narrow Shoring’ strategies, international delegations showed notable interest in regional manufacturing. The era of sourcing entire assortments exclusively from the Far East appears to be fading.
Geopolitical uncertainty and fragile global supply chains have prompted European retailers to seek out high-quality, reliable production units closer to home. In this context, the Mediterranean region presents promising opportunities in segments such as sanitaryware, tools, household goods, and garden equipment. The fair offered more than encouraging prospects on this front.
Italy’s pivotal role in the European DIY Market
Italy is rightfully considered a global economic powerhouse: the third-largest economy in the Eurozone and the twelfth worldwide. With a sixth-place ranking in global exports and a DIY market valued at approximately €8.5 billion (B2B and B2C combined), Italy’s influence is undisputed. Remarkably, over 60% of this turnover is generated in the country’s northern regions, solidifying Bergamo’s central role in the sector.
At the same time, Italy remains a fragmented market. As Luca Gaudenzi, General Manager of Made4DIY and facilitator of the Italy DIY Boulevard, aptly noted: “A hybrid market, indeed, brimming with energy and the determination to export partnerships, driven by innovation and technological expertise”
The fair was preceded by a store tour organised by EDRA, the European DIY Retail Association, showcasing concept stores from leading players Adeo (35% market share) and Obi (12%). Ample attention was also paid to the traditional Ferramenta (neighbourhood stores run by independents) who still operate over 18,000 stores, primarily located in the country’s most economically active regions.
These stores are largely supplied by wholesalers such as the cooperative Ferritalia. “A valuable lesson in humility and a reminder of the need to continue respecting the traditional retail business model,” emphasised Oliver Ginestier, Director of Communications at EDRA.
Weather Data as a strategic sales tool
No modern trade fair is complete without a robust seminar program, and Bergamo was no exception. In addition to the expected market insights, the presentation that truly captured attention came from Ciro Borelli, Head of Business Development at Weathernews Europe. His compelling talk on the impact of climate on the DIY sector resonated strongly with the audience.
The software model developed by Weathernews, powered by sophisticated algorithms, links weather forecasts to the sales potential of specific product categories in defined regions. This dynamic tool enables retailers to fine-tune their inventory strategies in response to seasonal volatility, resulting in greater customer satisfaction and refined risk management.
“In critical industries such as DIY, building weather models to reduce weather-related risks and enhance profitability is becoming more than a priority. In a changing landscape of regulations and climate impact, collaboration between retailers and suppliers worldwide is key to ensuring a long-term sustainability strategy,” underlined Ciro.
The Art of Vision, Flair and Control
Whether it’s about product sourcing, market shifts, or technological innovation, one universal challenge remains: to think ahead, act with vision, and embrace strategic risk. In this respect, the Italian term Sprezzatura once again says it all: ‘the effortless grace with which one masters complexity, when executed with the right flair’.
Grazie mille ai miei amici italiani e buona fortuna!
