Anyone walking through BIOFACH knows it: the dennree stand in Hall 7. For many visitors, it is more than just an exhibitor area — it serves as a point of orientation and a familiar meeting place. When the stand was once arranged differently in a particular year, it quickly became apparent how deeply habits had formed: suddenly, many found it difficult to navigate the hall.
That a trade fair stand can have such an impact is unusual. Even more unusual, however, is the fact that the same stand has been assembled, further developed, and reused for around 25 years.
Continuity instead of rebuilding
In an industry where trade fair stands are often designed for only a few days and then discarded, dennree pursues a different approach. The organic wholesaler and operator of denn’s Biomärkte relies on a durable, modular trade fair stand — deliberately choosing continuity.
“Sustainability plays an important role in our trade fair appearances, but not as a trend — rather as a natural part of our entrepreneurial actions,” explains Lukas Nossol, Head of Corporate Communications at dennree. The concept emerged less from strategic considerations than from a clear self image: “It was important to us to have a trade fair stand that could be used long term and built from high quality, durable materials.”
Growing together
Dennree has been exhibiting in Nuremberg since the first BIOFACH in 1999. Since then, not only has the event developed into the world’s leading trade fair for the organic sector — the company’s trade fair presence has grown as well. While acquiring new customers was previously the main focus, today the emphasis is on maintaining existing relationships.
“BIOFACH is one of the most important events of the year for us. It offers the opportunity to engage in dialogue with many different stakeholder groups in a very short time,” says Nossol.
A stand as a system
Today, the stand covers between 216 and 280 square meters, depending on the year. Its foundation is a robust, modular wooden construction that allows the structure to be flexibly adapted, expanded, or modified without calling the basic concept into question.
What is special is not only the material, but also the execution: dennree organizes setup, dismantling, transport, and storage largely in house. “Over the years, the organization of our trade fair stand has become a well rehearsed process, led primarily by our building services team along with colleagues from logistics and fleet management. They know every move and are often finished significantly earlier than other teams,” says Nossol. After the trade fair, the stand is stored in a company owned warehouse — ready for its next use.
