'Remarkable number of returning brands at the show, which had previously said goodbye'

On 8 and 9 September, Garden Preview will get a completely new look. We spoke to brand-new director Frank van Tussenbroek about the striking innovations, the repositioning of the fair and his ambitious vision for the future of the trade event for outdoor living in the Benelux.

The Garden Preview gets a completely new look. What prompted this repositioning?
'In recent years, we noticed that visitor numbers and exhibitor interest were lagging somewhat behind. The fair clearly needed an update to get back in tune with the dynamics of the outdoor living sector. Shifting the event from May to September gave us room to innovate not only practically but also in terms of content and visuals. We listened carefully to feedback from exhibitors, visitors and partners and decided: it has to be different, more contemporary and relevant. And with success: we already have 20% more exhibitors than previous years, and expect to see that number grow even further.'

What are the biggest differences between previous editions and the upcoming one in September?
'The difference is in a lot of things: in set-up, appearance and exhibitor base. We have a completely new visual identity, including a new logo and fresh look. The trade fair now takes place in Evenementenhal Gorinchem, which not only gives us a more professional look, but also allows us to divide and scale up more efficiently. The stands are now logically grouped, and there is plenty of room for growth. We also see a striking number of new brands and parties that had previously left Garden Preview are now returning. We are emphatically focusing on the entire Benelux, both in terms of exhibitors and visitors. Furthermore, we are also fully committed to attracting broader visitor groups: besides retailers, garden architects, project organisers, hospitality professionals, holiday parks and other business end-users are also very welcome. To achieve this, we have substantially increased our marketing budgets, with campaigns targeting both the Netherlands and Belgium. This is already bearing fruit.'

What message do you want the renewed concept to convey to visitors and exhibitors?
'That Garden Preview is the trade fair for outdoor living in the Benelux. It is the ideal opportunity to evaluate the season, exchange ideas, discover new products and strengthen your network. We focus on quality, content and image, so that as a visitor or exhibitor you go home with energy. And we already feel that energy in the registrations.'

What will the new set-up look like? Can you give us a hint about the look and feel of the event?
'We will of course remain a trade fair, but one that looks fresher, more modern and more professional. The new location, Evenementenhal Gorinchem, plays an important role in this. Not only do we have more space there, but also a better layout. The stands are now concentrated instead of being spread over several halls. Moreover, we work with thematic areas: for instance, suppliers of outdoor kitchens and barbecues stand together, which provides more cohesion and inspiration. And with guided tours, we help visitors get in touch with exhibitors in a more targeted way, which also helps to strengthen the international, Benelux-wide character of the fair.'

You are the new director of Garden Preview. What is your personal vision for the event?
'I believe that fairs definitely have a future, provided they have strong content and are visually appealing. And I also notice that from the reactions of exhibitors. For me, a lot is still new; since 1 January I have been director of DOFAS, the trade association that organises Garden Preview. But I am positively surprised by the enthusiasm and commitment of both existing and new brands. That gives confidence and energy to continue this line.'

What are your ambitions with Garden Preview for the coming years?
'We are now building a new image and that will not stop after this edition. There are already many exhibitors who have indicated they will be there again next year anyway. Even brands that just couldn't fit it into their schedule this year have already indicated that they will definitely be there in 2026. The advantage of Evenementenhal Gorinchem is that we can still grow there. And we will probably need that extra space in the coming years. We will continue to focus on quality, atmosphere and relevance, and we will also continue to emphatically seek the connection with the entire Benelux market. Garden Preview must develop into the leading trade event in the Benelux for everything to do with outdoor living.'

'I especially want to invite everyone to come and experience the new Garden Preview for themselves. The atmosphere, the look, the quality of the participants, you really have to experience it live. It is the moment in the year to engage with industry colleagues, evaluate the outdoor season and look ahead together.'

The fair will take place on 8 and 9 September in Evenemtenhal Gorinchem.

More information:
Garden Preview
frank@gardenpreview.eu
www.gardenpreview.eu