MAWA - A triad of innovation: MAWA at Ambiente 2024
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A triad of innovation: MAWA at Ambiente 2024

Ambiente 2024 was a complete success

Ambiente 2024 from 26-30 January in Frankfurt, under the motto "Celebrating Business Together", was a record-breaking event for the global consumer goods industry. With an increase of ten per cent, 4,928 exhibitors presented their new products on over 360,000 gross square metres. Despite the Deutsche Bahn strike, which lasted several days, around 140,000 visitors from all retail sectors and distribution channels were enthusiastic about the wealth of trends and innovations.



The trade fair trio of Ambiente, Christmasworld and Creativeworld, which is regarded as the global meeting place for the consumer goods industry, impressively showcased the entire global consumer goods industry at the fully booked Frankfurt exhibition centre. The Deutsche Bahn strike did nothing to dampen the success and international guests in particular were very well represented.

Digitalisation played a central role at the trade fair. Messe Frankfurt itself acts as a pioneer of digital transformation.


Metal, wooden and eco hangers - MAWA impresses with a versatile exhibition stand at Ambiente 2024

Ambiente 2024 was also a complete success for MAWA! The three-part exhibition stand, consisting of metal hangers, wooden hangers and eco hangers, was met with great enthusiasm by visitors and trade visitors.


Particularly positive response to our MAWA Eco hangers

The positive response to the MAWA eco-hanger made of natural fibres is particularly noteworthy.
This first complete replacement for the plastic hanger on the market is called C-Cycle. The new series with a top, jacket and trouser/skirt hanger in the attractive colours "sand, stone grey and coffee brown" has been a hit. The new MAWA C-Cycle range is TÜV-certified and features the biobased logo engraved on the hanger. The trade fair visitors were impressed by this consistently sustainable approach and MAWA's innovative strength.


The bag holder bracket as an absolute highlight at Ambiente 2024

One highlight from the metal hanger range was the bag holder hanger, which immediately caused a stir. A small but effective helper that extends the functionality of clothes hangers. Our other accessory hangers, such as the MAWA ring hanger, which emphasise the versatility of clothes hangers, were also on trend. In terms of colour, the Latte Macchiatto series continues to be the trend.

In addition, the wooden hangers at the best price continued to be very well received. MAWA not only presents innovative products, but also attractive prices.

MAWA claimed top dog status at the trade fair, in contrast to suppliers who only offer coat hangers as an accessory. To summarise, the general mood at the trade fair was consistently positive.


Ms Schenk concluded by emphasising the importance of trade fairs:

"We are a fan of trade fairs! The personal contact, closeness and trust, as well as the mutual exchange, cannot take place digitally with the same intensity. We will therefore continue to rely on trade fairs as an instrument in the future."