‘Better hanger, better life.’ - MAWA's new corporate identity
New Impulses and Strong Partnerships
Ambiente 2025 in Frankfurt was not just a must-attend event for the international consumer goods industry – it was a clear signal for renewal, innovation, and collaboration. MAWA seized the opportunity with an impressive trade fair presence, a clearly defined strategic positioning, and numerous meaningful conversations with partners and customers from across Europe.
A Trade Fair Full of Momentum and Optimism
From the very first day, it was clear: Ambiente 2025 radiated optimism. After a challenging 2024, marked by economic uncertainty and hesitant investment behavior, a distinct shift in sentiment was noticeable. Trade visitors – especially from Europe – came with purpose, genuine interest, and the drive to gain fresh inspiration and strengthen partnerships.
This dynamic was strongly felt at the MAWA booth: intensive discussions, high interest in new products, and a constructive exchange about market potential shaped our daily interactions. The increased international attendance, particularly from EU countries, confirmed our role as a reliable partner in textile solutions – both in retail and in project-based sectors.
Clear Pricing Strategy: Building Trust Through Stability
While many industry players were forced to raise prices due to increased costs, MAWA made a bold and deliberate decision: no price increase for our clothes hangers.
This move was met not only with recognition but also with sincere appreciation from our partners. In a market environment shaped by pricing pressure, we stand for reliability, fairness, and long-term partnership – values that are lived within the company and deeply appreciated by our network.
New Brand Identity: Modern, Approachable, Future-Oriented
Another highlight of our presence at Ambiente was the launch of our new corporate identity. With a fresh design, clear messaging, and a lifestyle-oriented visual language, MAWA presented itself as a modern, agile brand with tradition and foresight.
The feedback was overwhelmingly positive: “Modern and authentic,” “a natural evolution,” and “finally a brand identity that makes the product emotionally tangible” – were just a few of the comments we received. Most notably, our updated appearance was not only aesthetically well received but also understood as a strategic move that positions MAWA clearly for the future.
Sustainability Remains at the Core of Our DNA – With International Sensitivity
Even though the importance of sustainability varies across global markets, it remains a central pillar of MAWA’s corporate strategy. The Ambiente 2025 clearly reflected this: While ecological criteria are becoming increasingly decisive in markets like Germany and Scandinavia, they play a lesser role in other regions.
MAWA addresses this complexity with a nuanced and responsive approach: our production processes remain resource-efficient, our products are recyclable, and our commitment is authentic. At the same time, we take cultural and market-specific differences into account – without losing sight of our environmental mission.
Trade Shows as a Stage for Innovation, Exchange, and Customer Connection
Despite increasing digitalization, one thing is clear: nothing can replace personal interaction. Ambiente 2025 once again demonstrated that in-person trade shows still play a vital role in our industry – not only as a sales platform, but also as a space for connection, brand building, and emotional engagement.
Visitors were thrilled by the opportunity to experience our products hands-on, feel the materials, directly compare innovations, and dive into meaningful conversations. Direct contact builds trust – and trust is the currency of the future.
Conclusion: MAWA at Ambiente 2025 – Empowered, Inspired, and Ready for What’s Next
This year’s Ambiente was more than just a trade fair for MAWA – it was a milestone. With a powerful brand presence, a customer-focused pricing strategy, and a clear stance on sustainability, we didn’t just convince – we inspired.
We extend our heartfelt thanks to all customers, partners, and visitors who joined us at the show. Your feedback, your interest, and your support encourage us to continue on our path with courage and consistency.
Watch our Ambiente 2025 video here.
