This interview was conducted with Bernd Sanden, Director of imm cologne. We thank him for taking the time to answer our questions and share his insights.
1. Could you briefly introduce your trade fair in a few words?
Bernd Sanden: imm cologne is the interior business event. Held annually every January in Cologne, it marks the start of the international furniture year and serves as a central B2B platform for the consumer-oriented furnishing market. As a highly efficient sourcing event, it brings together key industry decision-makers and showcases market-ready products, innovations, and trends. The 2026 edition, themed “World of Interiors,” highlights the full spectrum of modern living – accessible, international, and business-driven.
2. What do you pay attention to while preparing for the fair?
Bernd Sanden: Our focus is on creating a platform that is efficient, market-relevant, and tailored to the evolving needs of our exhibitors and visitors. This includes strategic hall planning, optimized logistics, and attractive participation conditions – such as our adjusted pricing model at 100 euros per square meter, offering cost transparency and accessibility.
We also ensure that the fair reflects the full diversity of the market by welcoming not only traditional retail and wholesale but also e-commerce players. At the same time, maintaining imm cologne’s uniquely welcoming atmosphere remains essential – it’s a trusted and inspiring setting for networking, business, and personal encounters across the interior industry.
3. What are your target markets this year? According to which criteria do you determine your target markets? Could you list the problems you encounter while bringing visitors from these markets to the fair?
Bernd Sanden: Our primary focus remains on the European core markets – especially Germany, the Benelux countries, France, Italy, and Scandinavia – where we see strong demand. We also observe increased engagement from parts of Eastern Europe and growing interest from Asia. Target markets are identified based on market potential, relevance to the consumer-oriented furnishing sector, and logistical connectivity to Cologne. Challenges in attracting visitors from certain regions may include geopolitical developments, economic volatility, and fluctuating travel regulations, all of which can impact participation planning and cross-border mobility.
4. Competition in the market is intense, and global developments are making it increasingly difficult to access new markets. As a trade fair company, what kind of additional support do you need to withstand this competition?
Bernd Sanden: Close cooperation with the industry is absolutely essential. The current concept of imm cologne was fundamentally redesigned in close coordination with key stakeholders like the Furniture and Kitchen Trade Association (BVDM) to ensure the fair remains market-competitive and fit for the future. This collaborative approach helps us respond effectively to evolving industry needs.This collaborative approach allows us to stay aligned with market needs.
As a trade fair, we can set the framework and provide the platform for transformation – but the actual momentum must come from the market itself. In the end, we rely on the commitment and engagement of the industry, as imm cologne ultimately reflects the state and dynamics of the market.
5. Is there anything you would like to add?
Bernd Sanden: imm cologne is where the industry comes together – not just to present products, but to move the consumer-oriented market forward. Especially now, it’s about collaboration, relevance, and seizing momentum. We’ve created the framework – now it’s up to the industry to bring it to life. We look forward to welcoming the interior community to Cologne from January 20 to 23, 2026.