The fifth edition of the B2B FESTIVAL, scheduled for February 14 and 15, 2027, has been fully booked in under three months. This rapid sell-out is largely due to existing exhibitors reaffirming their participation and some opting for larger spaces, leading to over 90% occupancy early on. The remaining stands were allocated to a waitlist of approximately 80 companies on a first-come, first-served basis.
Organiser Rick Hackmann expressed both enthusiasm and regret: “It’s fantastic to see such eagerness for the B2B FESTIVAL, but it’s unfortunate that we have to disappoint other interested parties. That was inevitable.” He noted that while the expansion of existing exhibitors is positive, the hall’s size remains unchanged, reducing the availability of stands for newcomers.
The waitlist also includes several international suppliers focused more on the industry than retail. These companies have been directed to the CycleExpo at Expo Greater Amsterdam, scheduled for October 6–8, 2027. Hackmann emphasized the B2B FESTIVAL’s commitment to serving the retail sector: “With the B2B FESTIVAL, we ensure that exhibitors are relevant to the retail market. For those more industry-focused, we now have a suitable alternative.”
Looking ahead, Hackmann announced plans for the 2028 edition, which will include Hall 2, adding approximately 25% more exhibition space. He clarified that this expansion is modest and will not compromise the event’s atmosphere: “We don’t want the event to grow too large, and this expansion will not detract from the atmosphere on the exhibition floor. We cherish that atmosphere and hold it in high regard.” He acknowledged that with the growth in exhibitors and visitors, this step is unavoidable but emphasized the focus remains on the 2027 edition, aiming to be a remarkable anniversary event.
For more information, visit the official B2B FESTIVAL website.