NL – “Eurodutchies” was the theme of this year’s Supplierdays, which were held at the Expo Houten, near Utrecht on September 2 and 3, 2026. The organisers, Het Portaal Media, stated, “This year we are combining Dutch entrepreneurial pride with a broad European perspective.”
A motto that reflects the character of the trade fair nicely, since the significance of the Supplier Days extends far beyond the Netherlands meanwhile: The according to official figures over 270 exhibitors – which corresponded to a growth in attendance compared to 2025 – included both major Dutch importers and numerous local specialists as well as many suppliers from all over Europe. Overall, the trade fair offered a broad and comprehensive overview of the promotional products market. In addition to some elaborately designed booths of industry giants like New Wave or Solo midocean, there were also many small, interesting niche providers to discover.
With its wide-ranging offer, Supplierdays has become one of the most important autumn industry events, attracting visitors from far beyond the Dutch promotional products trade. Many agencies from Belgium, Germany and other European countries attended the trade fair again this year, which is reserved for resellers. According to the organisers, a total of 1,942 visitors attended (2025: 1,748).
There was also a lively exchange at association level: As is customary, the Dutch industry association PPP (Promotional Products Professionals) supported the trade fair, providing information about its projects and recruiting new members, while the European umbrella organisation, EAC (European Associations Cooperation), held a board meeting during the fair.
The Night of the PromZ on the first evening of the show also offered ample opportunity for networking beyond the exhibition halls. Het Portaal presented this year’s PromZ Awards in a festive setting at the evening event. PF Concept, XD Connects, Araco and New Wave were distinguished as “Suppliers of the Year.” The “Leverancier van het Jaar” went to the Belgian companies FDS Promotions, Maximum Image, and Kick And Rush, and – for the Netherlands – to Amigo Promotion, Hokra, BeGlobal, Robitex, Greengiving, and ViveleDon. The “Industry Achievement Award” was presented to Joop van Veelen, the long-standing PPP Chairman.
“I am incredibly proud of what we achieved with the Supplierdays this year,” Het Portaal’s CEO, John Swaab said. “We welcomed a record number of exhibitors, a record number of visitors, and companies from 17 different countries. The atmosphere throughout the two days was fantastic and I think we can confidently say that the Supplierdays is becoming the leading meeting place for the European promotional products industry in the second half of the year.
At the same time, we know that you’re only as good as your last performance. So, the challenge is to raise the bar again next year.”
You will be able to come to your own conclusion as to whether this is the case on 8 and 9 September 2027. TB
Photos: Till Barth, Michael Scherer, Sarah Vieten, © WA Media
