Hardware Retailing The Industry's Source for Insights and Information
The largest global garden and BBQ trade fair, spoga+gafa, gained Claudia Maurer as a new director in November. Maurer shared insights about her experience managing spoga+gafa, as well as some of her personal experiences and changes, with Hardware Retailing. 
Hardware Retailing (HR): What impresses you about spoga+gafa?Claudia Maurer (CM): I find spoga+gafa’s combination of themes unique and very exciting. The trade fair represents the garden industry in its entire diversity—from garden furniture and decoration, appliances and machines, through to barbecues and outdoor kitchens. That turns it into an important international meeting point for the latest trends and innovations in the outdoor lifestyle section.
Through international trade fairs like the HPB Expo in the U.S., I have already gained an insight into the outdoor world and know how valuable the global exchange is. spoga+gafa offers the garden sector a central platform—a place where future-looking garden and barbecue trends and solutions take shape and new ideas arise. I am looking forward to promoting these dynamics further and strengthening the trade fair in its pioneer role.
HR: Which experiences from the U.S. will you be able to put to use here?
CM: As a result of working together with international stakeholders for many years, I have a deep understanding for cultural differences and know how important it is to align events to meet the needs of global target groups. The close exchange with the stakeholders is decisive in integrating different perspectives and developing a strategy that is successful at both the regional and international level. I will consistently pursue this goal at spoga+gafa.
HR: What does your personal green space look like?
CM: My personal green space was rather limited up until now. During my time in the U.S., I used indoor plants, cut flowers and herbs to create a pleasant atmosphere and increase the living quality. However, I am hoping to have a larger balcony or terrace with comfortable furniture, a BBQ and a wet bar here in Cologne—perfect for having friends over and pampering them with culinary delights.
Photo: Koelnmesse / spoga+gafa / Cooling World, Halle 8
Photo: Koelnmesse / spoga+gafa / Claudia Maurer, Director der spoga+gafa
