Workshops & Networking

Benefits for your “Daily Business”

During the gardiente, you will find not only the latest trends in outdoor living, but also exciting programme topics and new ideas for the daily running of your business. Take advantage of the attractive networking formats to chat in a relaxed atmosphere and to forge new and strengthen existing business contacts.

These were the presentations during gardiente 2017:


Sunday, 9 July 2017 | 5pm – 5.45pm

Keynote: “Keep away from e-commerce? Curse or blessing for the garden industry?”

Pierre Haarfeld, Partner eTribes Connect GmbH


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Short description of the presentation

Supply chains based on traditional business models can no longer simply be transferred into the digital world. These days, other factors play a decisive role in the creation of sustainable digital concepts. Given the anticyclical buying patterns of the garden furniture industry, this task poses particular challenges. Simple e-commerce models such as drop-shipping by the manufacturer are unfeasible due to the large fluctuations in volumes throughout the year. Not only that but the majority of garden furniture manufacturers produce in Asia, requiring longer ordering cycles and long-term planning. In a nutshell: models based on success factors such as price, tight delivery times and a responsive product range either do not work or are difficult to implement in the garden furniture segment.

So, what makes successful offerings such as different? And why aren’t other online businesses managing to achieve the same critical mass? What kind of digital models lead to success in the furnishings and garden furniture industry and which models don’t work? Who is currently losing the race for online market shares and why? Can we learn from related industries?

This presentation provides a detailed insight into the status quo in the field of garden e-commerce and is thus a source of ideas and inspiration for attendees at “gardiente”. Further questions will subsequently be discussed at the get-together at “gardiente night”.

Pierre Haarfeld, Partner eTribes Connect GmbH

Pierre Haarfeld has been a partner of eTribes Connect GmbH since 2014. He is an entrepreneur, speaker, member of an advisory board and eCommerce expert with experience in the field. The Business Administration graduate (MBA, Westfälische Wilhelms-Universität Münster |Shanghai) has been working in the field of e-commerce and digital business concepts for many years. As a partner at eTribes, he heads the Home & Living Division, whilst using his profound industry experience to help companies create new business models. He also bridges the gap between the old and the new economy. Pierre Haarfeld has written many articles on strategies for digital business models in the furnishing industry.

Monday, 10 July 2017 | 3:30 pm

»Editorial Whisperings« – an Editor-in-Chief in the spotlight

Helmut Merkel, Editor-in-Chief of the trade magazine MÖBELMARKT


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More than just reporting!

After a successful launch last year, Helmut Merkel, Editor-in-Chief of the German furniture trade magazine MÖBELMARKT, invites attendees back to “Editorial Whisperings” at gardiente. The professional work of a trade magazine includes continuous communication with important industry representatives. Helmut Merkel demonstrates this dialogue live at the fair on Monday at 3:30 pm in the TrendArea. With insiders from the ​​outdoor living sector, he asks whether the topic of sustainability is perhaps only a short-term fad, or whether it is necessary to face this challenge even in the context of garden living. All visitors and exhibitors at gardiente are invited to participate in the discussion.

Tuesday, July 11, 2017 | 10:00 am

Talk to the General Manager of the regional association of commercial agents (CDH Mitte) – Ask your questions about using a commercial agent as a distribution channel

Jan Kristan Hannes, General Manager of the regional association of commercial agents (CDH Mitte)


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Mediation of trade representatives, development of international markets ( and legal background.

Learn everything you need to know about working with a commercial agent and seize the opportunity to forge new contacts with commercial representatives/companies.

How can I find the right legal framework for my sales targets? Which solutions are available for conflicts of interest with independent sales partners? Jan Kristan Hannes, General Manager of the regional association of commercial agents (CDH Mitte), will be pleased to answer any questions you may have and is at your service as a lawyer.

Tuesday, 11 July 2017 | 2:30 pm

»Beacons« – learn how to become a trailblazer in the outdoor living sector.

Thomas Dettloff, owner of the agency Werbeateliers „Werbung & Drumherum“ | HS Fachmarkt Vertriebs-GmbH


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For the first time, gardiente is selecting “Beacons” in the outdoor living sector whose innovative retail ideas have contributed to securing the future of our high-street stores. Be it digital innovations, creative customer loyalty schemes or unique POS concepts – you can benefit from the best practice examples featured in our special area during the fair and learn how to become a trailblazer in the outdoor living sector.

Thomas Dettloff, owner of the agency “Werbung & DRUMHERUM”, will give an insight into the world of POS and ambient marketing with his presentation “Mix it – combine marketing activities” and introduce selected “beacon projects” (eg HS Fachmarkt Vertriebs-GmbH).

Visual marketing is used for product presentation, sales promotion and communication with the customer. It focuses on the product and its context, has a decisive influence on the perception of the products and, above all, on the image. In addition, visual marketing at the point of sale plays a crucial role and ensures a basic structure in order to take account of the customer’s running logic and the customer’s view. With special product placements, influence can be exerted on the perception of special actions. Visual marketing thus helps to attract attention, emphasize content and product aspects, and helps the customer to make the purchase decision by imparting emotional aspects.
But also guerrilla marketing, such as unconventional advertising measures to achieve the greatest possible attention to the consumer, is a component of modern marketing. Through the viral distribution of the documentation of the advertising campaign, enormous frequencies can be generated via social networks such as Facebook, Twitter, Google+ or Youtube.
In combination with other multiple communication channels, these measures contribute to a holistic 360-degree marketing.
The possibilities of this linkage are represented in the presentation and lead to interesting results.

About Thomas Dettloff:
The speaker has more than 20 years of professional experience. He also trains apprentices and is chairman of the audit committee of the IHK Rhein-Neckar for “Designers for visual marketing.” In addition to the classic shop window or “point of sale” presentations, Thomas Dettloff realizes exhibition concepts as well as advertising campaigns.


1—3 July 2018

Opening Hours:

Sunday 9am to 6pm
Monday 9am to 6pm
Tuesday 9am to 5pm


Messecenter Rhein-Main
Robert-Bosch-Straße 5–7
65719 Hofheim-Wallau