IWA 2025 – Preview Part 2: knife and outdoor segments are to be further strengthened at the trade fair

Clothing and footwear are at home in Hall 4 at the IWA. A glance at the list of exhibitors shows that few of the established clothing manufacturers have currently confirmed their participation in the 2025 trade fair. This means that clothing is a difficult market segment for the IWA. But is this due to the trade fair or are there also market-related reasons? The hunting apparel market is a highly competitive business segment in which many established brands are fighting over a rather small number of customers. In addition, there is the target group focus of the IWA as described in our first part of the IWA preview series linked here: exhibitors who specialise in clothing may fear that their target groups are better represented at other trade fairs.

So far, Clothing Hall 4 (here a photo from 2024) has attracted too little attention. This is set to change with the special "Hunting Camp" area at IWA 2025.

The Hunting Camp – An exhibition area designed to be as close to nature as possible is also intended to showcase smaller clothing and equipment exhibitors at the IWA 2025

Clothing Hall 4 at IWA OutdoorClassics plays an important role for the organiser. However, it does not have the same appeal as the hunting guns or optics segments. Nevertheless, one thing is certain: if this trend continues, it poses a threat to the trade fair. The question arises as to how this can be counteracted.

One of the organiser's first measures is a new special area called Hunting Camp. The Hunting Camp will be an area with a natural design where exhibitors can display their products in the form of table tops. The area with the integrated presentation tables is intended to be a visual highlight in Hall 4 and make it easier for smaller companies in particular to participate in the trade fair.

BLADE Demo Area and IWA Knife Award also emphasise the knife segment at IWA 2025

Things look a little better in the knife sector: industry giants such as Boker, Fox Knives, KTL, Peltonen, Puma, Otter Messer and We Knife can be found on the hall plan in Hall 5 at IWA 2025. They will be joined by a number of smaller knife manufacturers from all over the world. The way in which the organiser has strengthened the segment over the past few years has certainly contributed significantly to this. Thanks to the success of the BLADE Demo Area and the successful revival of the IWA Knife Awards, the trade fair has been able to assert itself to some extent and send an important signal to exhibitors and visitors.

At the BLADE Demo Area, participants in the Knife Awards and other exhibitors will also be able to showcase their knives at IWA 2025.

The BLADE Demo Area is proving to be a concept that is precisely tailored to the target group and the IWA Knife Award will feature two new categories and a modified jury in 2025. From all4shooters.com' point of view, the right mix makes the BLADE Demo Area a successful concept. Visitors are attracted to the area on the one hand by exhibitor presentations and on the other hand by the IWA Knife Award exhibits on display. An integrated catering area invites visitors to linger. The whole event is rounded off by a lecture programme that is precisely tailored to the needs of the knife trade. All in all, this is the best possible way to attract visitors and multipliers.

With the reintroduction of the IWA Knife Award, the trade fair management has made a successful decision. At IWA 2025, there will be the Kitchen/Cooking and Outdoor categories for the first time. The photo above shows the presentation of the IWA Knife Award 2024 in the Innovation category.

In order to provide the IWA Knife Award with the appropriate variety, two new categories will be created next year: Kitchen/Cooking and Outdoor. In order to do justice to these new categories, the jury will also be reorganised accordingly. The presentation of the IWA Knife Awards will take place on the Saturday of the trade fair (1 March) at 4 pm in the BLADE Demo Area.

Our conclusion on the topic of knives and clothing at IWA 2025

Visitors to the IWA should definitely take the time to take a closer look at what is on offer in Halls 4 and 5. Although there are no industry giants in Hall 4, a number of smaller companies from Germany and abroad will be exhibiting. These are good for a surprise or two, and could even provide one or two importers and retailers with a USP at best. If you are focussing on the knife segment, you will find an absolute trade fair highlight in Hall 5 with the BLADE Demo Area, which you should not miss.


You can find more information about IWA OutdoorClassics 2025 on the organiser's website.

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