Interbike is to expand a booth section on the show floor designed to highlight European brands seeking to enter the US market for the first or second time. The EU@Interbike area will spotlight up to 30 brands in the expanded Hall E during Interbike at the Mandalay Bay Convention Center.
“To connect innovative brands with retailers, distributors, and media is what EU@Interbike is designed to do,” said Pat Hus, Interbike's vice president. “Last year’s opportunity helped 18 brands from Europe make the decision to invest in the North American markets. Proven products and bicycle trends from Europe have an increasing market place here – and this area offers US distributors a very easy way to check if a product is appropriate for distribution in the Americas.”
The EU@Interbike area this year will be in a more central position of the new floorplan layout and closer to the main entrance area. European companies that participate will be able to do so with "much lower costs and coordination efforts" than for a traditional tradeshow stand, said Hus.
Brands seeking to participate in the EU@Interbike area, must be a new or second time exhibitor at Interbike, must be ready to initiate distribution of products into the North American market in 2017 and must have company headquarters in Europe. This limited-space opportunity is designed to be an incubator spot for these brands, with a two year limit on participation in the area.
Interbike starts with OutDoor Demo in Boulder City, Nev., September 19-20, followed by the Interbike Expo September 21-23, at the Mandalay Bay Convention Center, Las Vegas.