Reviewing A+A 2025

Our Director Graham Wilson, shares his thoughts on this year’s A+A Trade Show in Düsseldorf

After four years away, it was great to be back at A+A. I had a fantastic time catching up with clients and seeing first-hand many of the new products that we’ve supported in bringing to market. I also really enjoyed reconnecting with a lot of familiar faces from across the industry—always one of the highlights of these events.

Here are a few observations from this year’s event.

Footfall & Atmosphere
Attendance felt slightly lower than previous years. I wouldn’t describe it as quiet—there was still strong energy and plenty of activity—but overall the footfall seemed down compared to my last visit. Nevertheless, it remained a well-attended and valuable show.

Increase in Asian Manufacturers
There appeared to be a noticeable rise in new manufacturers exhibiting from Asia. A significant number of stands featured very similar products to both each other and to established global brands. This suggests that many of these businesses may be providing OEM products while simultaneously promoting their own direct-to-consumer or distributor-focused lines.

Innovation and Product Landscape

While I didn’t see much in the way of ground breaking innovation or new technology this year, there were some genuinely strong products on display.

On Thursday, we spent the day walking the halls, brainstorming opportunities, product improvements, and gaps in the market. We came away with a solid list of ideas, and we’re now in the process of shaping these into potential product development projects to share with the market.

Overall, it was a productive trip, and I’m excited about where some of these conversations and concepts may lead.