New image underscores successful positioning as hardware platform for professionals - USETEC, the global trade fair for used technology to take place in parallel in Cologne in 2012.

With 2,686 exhibitors and 56,500 trade visitors from 124 countries, last year’s INTERNATIONALE EISENWARENMESSE was a resounding success. The highly effective focus on hardware expertise is now being emphasised by means of a new, fresh image. "Rock your business" is the solidly founded claim to go along with the INTERNATIONALE EISENWARENMESSE (4th to 7th March 2012) in its role as a leading marketplace for hardware. The new image is accentuated by the new logo in black and metallic grey, which makes the trade fair brand the focal point in a clear, straightforward manner. Also clearly conveyed is the B2B nature of the fair, which in 2012 will once again be open exclusively to visitors from the trade and buyers from industrial sector companies.

Trade visitors attending the trade fair next year can look forward to finding a very diverse range of products and a wealth of innovations in the core segments Tools, Industrial Supply, and Fasteners & Fixings, Fittings. The fair’s product range will be rounded out with offerings in the core segment Home Improvement, in the categories sanitary ware, wood products, building materials and chemical products. Each segment will be allocated its own hall, thus creating a platform that identifies that specific sector. As was the case last year, the hall layout will enable the manufacturers to use a target group-oriented approach to present their products to trade visitors in their segments.

And thanks to the new visitor-friendly layout, dealers and buyers can quickly find their way around the fair and gain a compact overview of the new products for their specific areas of responsibility.

The Eisenwarenmesse brand, with its long history, has also been synonymous with the hardware business at the Cologne location in the eyes of sector professionals from abroad, who can visit the English-language version of the web site starting immediately at www.eisenwarenmesse.com, and the URL address for the German-language site remains www.eisenwarenmesse.com.

USETEC supported by RESALE will take place in parallel to the INTERNATIONALE EISENWARENMESSE in 2012 at the Cologne exhibition centre. The USETEC product range encompasses not only used machines and equipment, but also services and machine accessories. Koelnmesse and Hess GmbH, as the organizers of USETEC, are thus using their synergy effects to good advantage: The visitor target groups of the two events overlap to a great degree, so the trade and industrial buyers will benefit from the expanded range of products offered. The INTERNATIONALE EISENWARENMESSE will take place at its traditional venue in the southern section of the Cologne exhibition centre (4th to 7th March 2012).

USETEC supported by Resale will occupy the northern section of the centre from 5th to 7th March 2012.