From 21-23 July 2017, KIDS NOW in Wallau offered visitors an amazing show. In the Hessian Main area, the trade fair visitors got an overview of the SS18 collections of well-known children’s fashion brands. As part of the new INSIDE KIDS NOW project, 20 international newcomers presented to German trade visitors.

“The INSIDE KIDS NOW project was very well received, and we had more than 20 international brands in this area for the first time. The labels, all newcomers, came from Europe, Australia, and the USA. They offered collections that were only available in Germany at KIDS NOW,” said Teresa Mertz, PR Marketing & Communications at KIDS NOW. She added that the forthcoming editions will focus on further expanding and strengthening the INSIDE KIDS NOW project.

“Right now, we are evaluating the KIDS NOW product and offering. We are planning to establish and expand the INSIDE KIDS NOW project as one of the show’s important USPs,” said Teresa Mertz with a view to the future.

Newcomers at the most recent edition included: Inevitabile (BE), Homeyness (DK), Vuela Cometa (ES), Jimjam Paris (FR), Minina (IT), Knit Planet (UK), Frenchie mini Couture (USA), and ACBC Alphabet Design (RO).

Mannequins introduce new collection

The TRENDSPACE was another first for the trade fair. The highlight of the TRENDSPACE area was the staging of 30 shop window mannequins to present the fashion for spring and summer 2018. These included mannequins made by Best Mannequins, Eurodisplay, Formes, GenesisDisplay, HANSBOODT, and New John Nissen Mannequins. Due to their unusual appearance, the mannequins were a real eye-catcher, explains Axel Fehse, KIDS NOW project manager. “Whether traditional or casual, sophisticated or elegant for high-end fashion”. Visitors also approved of this combination of the collection with the mannequins. According to Teresa Mertz, visitors found the TRENDSPACE (a first for the trade fair) to be creative and usual. A competition was also held, with the prizes being three mannequins each for the two winners’ specialist shops.

Experts share tips and tricks

In addition to many new impressions for the children’s fashion market, there were free workshops and lectures for trade fair visitors. The valuable tips for day-to-day business were especially popular, giving participants the opportunity to exchange experiences and to ask questions of the experts. The courses were regularly led by speakers with experience in their field.

This year, Viney Lugani was delighted by the participants’ active interest. With his “Instagram – an all-in-one solution?” workshop, the expert showed how participants could gain more attention for their own business by using social media.


The KIDS SELECTED photoshoot has established itself as an integral part of KIDS NOW. With the slogan “house lights down, stage lights on”, children get the chance to present the coming season’s trends.

K-NIGHT at the vineyard

On the Friday evening, KIDS NOW invited visitors to network at the Weidenmühle vineyard outside the exhibition grounds and outside of the trade-fair opening hours. “For us, K-NIGHT is always a great opportunity to get in touch with our exhibitors away from the context of the trade fair. Especially for our international newcomers, there is great added value in meeting a variety of important decision-makers in one evening, and discussing trends and developments,” explains Jens Frey, Managing Director of MUVEO GmbH and organiser of the fair.

Great success

Teresa Mertz is delighted by the positive feedback from exhibitors. They especially praised the offering and the organisation around the fair. In addition, the exhibitors consider the trade fair to be one of the most important information platforms for specialist retailers.

Images: KIDS NOW