08/09/2021 – Interview with Jörg Schmale, Director at Kind + Jugend

Small but bespoke “Re Start Edition”

Kind + Jugend is finally back after an extended break. Under the apt and promising banner “Re Start Edition”, the fair reopens its doors today. baby&junior spoke to Jörg Schmale about relaunch preparations, what’s in store for visitors and how the digital addition “Kind + Jugend @home” fits into the new programme.

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A small yet bespoke showcase awaits buyers at the fair in Cologne. © Koelnmesse GmbH, Oliver Wachenfeld

 
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Jörg Schmale, Director Kind + Jugend © Koelnmesse

 

baby&junior: It’s exciting to be back in Cologne! Talk us through the lead-up to the “Re Start Edition” of Kind + Jugend?

Jörg Schmale: We worked together very closely with our exhibitors as well as our service providers and the team constantly finetuned the best way forward. We proactively used the time during lockdown to test various approaches and regulations with the help of the #Safe4business Village model to make sure they worked. This means we now have a detailed concept in place that guarantees that all elements of the fair run smoothly and keep everyone safe. Some key measures that are worth pointing out include online tickets, our app and Check3 (otherwise known as “G3” in Germany). This means that all tickets for exhibitors, visitors, service providers and press alike must be prebooked online and are only valid for the specified day. People are only permitted to attend the fair in person if they are either vaccinated, have recovered from Covid-19 or have a negative test (Check3). All this information will be checked via the app. Another feature of the app is that it shows which areas are the busiest. As you can see, we are ready for the Re-Start.

baby&junior: There’s a big difference in exhibitor numbers compared to 2019. Where are the exhibitors from this year and which sections of the industry are represented?

Jörg Schmale: Launching this year’s fair under the banner “Re Start Edition” Kind + Jugend was a very intentional decision. After all, it is a markedly different event compared to previous editions. The 180 or so exhibitors together create a small yet bespoke showcase for buyers. Our range of exhibitors includes well-known brands as well as various smaller and medium-sized companies. The focus lies on home textiles, décor and clothing, but we also have a number of stroller and car seat manufacturers presenting their products. We have firms joining us from Germany, the Netherlands, Austria, Poland, Denmark and other European countries. All exhibitors specifically chose to attend the “Re Start Edition” of Kind + Jugend and have invested time and effort in preparing and selecting the best products. You can find an up-to-date list of exhibitors on our website. And you can also find them on our new digital platform Kind + Jugend @home where online visitors can access all information as well as all Trend Forum talks until the end of October. This allows buyers unable to travel to Cologne to participate in the fair digitally and the additional broader reach provides even more opportunities for exhibitors as well.

baby&junior: Events, awards, talks: What does the “Re Start Edition” have to offer?

Jörg Schmale: Again, given the current circumstances, we have opted for a small but tailored supporting programme. As always, the Trend Forum will offer invaluable insights and updates through talks and discussions. Experts from Trendbible and The Insight Family will highlight current industry topics. There will also be a panel presenting the latest industry figures and offering tips on social media engagement. We have decided to skip the award ceremony this year. However, we are still presenting a shortlist of exceptional designs under the Kids Design Award to shine a deserving spotlight on young designers who keep pushing the industry forward. The same information and recordings will also be available on our digital platform Kind + Jugend @home. Unfortunately, happy hours, get-togethers and other evening events will not be permitted this year. baby&junior: Simultaneously to the event in Cologne, the fair has also gone digital with “Kind + Jugend @home”. What can people expect from the online platform? Jörg Schmale: A plethora of company and product presentations invites online visitors to discover what’s new. It also offers plenty of networking opportunities, which are an integral part of any fair. The chat function as well as the search and offer feature instantly get people talking. The platform also enables social media integration that helps build and grow communities. Another advantage is that the digital platform runs until October and thus offers exhibitors even more visibility.

baby&junior: Is this hybrid programme also something you can envision for Kind + Jugend 2022?

Jörg Schmale: Hybrid is the future, definitely! The pandemic has, of course, necessitated and accelerated this digital transformation for trade fairs. It showed us that expanding physical events in scope and especially time through digital and interactive platforms holds great potential for the industry. Undoubtedly the biggest advantage is the wider reach, not just in terms of digital multiplication but also in terms of reaching real companies at real locations that want to procure products from exhibitors. That can only be a good thing. Yet, we are convinced that the physical dimension of the fair will always remain a vital and sought-after marketing opportunity for companies, both on the supplier and buyer side. Meeting people face-to-face is always an integral step in any business relationship, maybe even more so in our industry. When it comes to products for babies and toddlers, people have to be able to see the quality, durability and safety of such items for themselves.