Upcoming Trade Shows Essen, Germany for Horses

Essen is one of the few elite cities in Germany associated with the equine industry, equestrianism and horse breeding. It’s Equitana to thank for this reputation. The 2023 edition was built with a strong focus on the harmonious and ethical treatment of horses, and showcased the broader social role that horses play in promoting responsibility, discipline, empathy and respect. Equitana has evolved beyond its roots as a marketplace for the equine industry, now serving as an important cultural and educational hub for horse enthusiasts, trainers, and industry professionals. Equitana 2023 put emphasis on Icelandic horses, with the Icelandic Horse Breeders Association (IPZV) using the event as a key platform to strengthen connections within the equestrian community. Bianca Stollwerk from the Gerhardshof Riding School in Ahrweiler noted how Equitana has helped expand her client base as many people from her region were not aware about the school until Equitana. The event provided exposure, and new inspiration for programs, like holiday camps for children. This is only one example of how Equitana is building the horses industry in Essen. For equestrian brands, Equitana remains an indispensable event for direct engagement with consumers. Christoph Merz, commercial director of Spooks, pointed out the advantage of face-to-face customer interactions over online sales. At Equitana, people come to shop, and give immediate feedback on products. The fair has high visitor traffic in the company’s core target group, which makes it invaluable for understanding market preferences. Merz, like many exhibitors, saw a noticeable impact on sales and customer engagement during the event. Laura Goetsch, from the marketing department at Stübben, emphasised the event’s value in presenting new products to the public as Equitana offers an unparalleled opportunity to display items like their new Rev saddle to a diverse and engaged audience.