Local Retail: Creating the Future - at h+h Cologne

The retail trade in a changing world
The growing online competition, increasing operating costs, customer bonding and the necessity to adapt to new technologies demand innovative solutions. This is precisely where h+h cologne 2025 comes into play. Under the new key theme "Local Retail: Creating the Future" the leading international trade fair for creative handicraft & hobby supplies offers the stationary retail trade a platform where it can gear itself up for the future sustainably. In the scope of a diversified event programme, the aim is to address the transition within the trade as well as retain and promote the trade's diversity and uniqueness.

Challenges as an opportunity
Changing market conditions and consumer needs make it necessary for the trade to further develop. Because according to the current consumer survey of GfK, 50 percent of the DIY customers already purchase their handicraft materials such as fabric, wool or accessories on the web (2021: 45 percent). At the same time, the specialised stores are losing in significance, their market share dropped from 34 percent in the year 2021 down to 32 percent in the year 2023. "However, these figures show that the stationary trade still plays an important role," explained Hedwig Ehlen, CEO of Initiative Handarbeit e.V. "It is going to be decisive for the future to reposition ourself as a place of encounter and of haptic experiences." According to the 2023 Retail Report of the future institute, the future of the trade is digital, but also physical. Furthermore, the trade is showing increased presence in both sections and cleverly combines them. Companies that want to be successful need to offer the customers special shopping experiences - coupled with service and sustainability. Being open to technology, courage and innovation are the decisive steps on the way to the future.