My First B2B Trade Fair: What I Learned at Ambiente 2025

In February 2025, I attended Ambiente, one of the world’s biggest B2B trade fairs for consumer goods, held in Frankfurt. At the time, I was working full-time at Metaltex Belgium as an e-commerce developer, managing their Amazon and Bol marketplaces.

I wasn’t just attending — I was representing the brand on-site. That experience completely shifted how I see product development, branding, and the behind-the-scenes machinery of global commerce.

The Fair: Bigger Than I Imagined

Ambiente is massive. Walking through the halls, you see hundreds of booths — each more polished than the last — representing everything from home goods to luxury kitchenware, from cutting-edge gadgets to classic artisanal crafts.

It was overwhelming at first. But once I settled in, I started noticing what really matters: storytelling, positioning, and buyer psychology.

Representing Metaltex at Our Booth

I’m truly grateful to Metaltex for inviting me to take part in such a major international event. It was a real honor — and something I was proud to experience firsthand.

At the booth, I stood next to the York Lava collection, welcoming distributors and engaging in conversations with partner from Germany, France, Italy, and beyond.

Being there in person allowed me to observe what matters most to buyers — how they react to price points, product display, or branding. It was a unique opportunity to get real-time market feedback, something we rarely get when operating purely in e-commerce.

What I Took Away

• Buyers don’t just buy product — they buy presentation. From shelving to lighting, every detail influenced perception.

• Packaging matters as much as the product — the right branding can instantly elevate perceived value.

• Personal connections drive deals. Email is nice. Meeting someone in person and shaking hands? That seals partnerships.

Looking Ahead

Ambiente 2025 was a milestone for me — not only as an employee, but also as someone building his own business. Today, I’ve launched LightCove, Cordular and Nolucard, and I approach everything — from photo shoots to product launches — with the experience I gained at Ambiente.

That fair taught me to think not only as a marketer, but as a brand builder and business strategist.