EuroShop turns 60: From a showcase trade fair to a global retail festival

On 11 June 1966, EuroShop opened its doors for the first time /Credit: Messe Düsseldorf

When around 330 exhibitors from eleven countries presented their products to over 30,000 visitors on 17,193 square metres of net exhibition space on 11-15 June 1966, no one could have guessed that EuroShop would develop into the world’s leading trade fair for retail. The exhibition mainly featured shopfitting, shop fittings, refrigerated display cabinets, cash registers and display advertising materials. Hot topics included “the modern drug store”, “modern textile sales” and “frozen food as the product of the future”. Initially, the retail trade was sceptical about the new trade fair. However, by the second EuroShop in 1968, the press was already talking about its “international standing”.

EuroShop has always reflected the major transformations in retail. In the mid-1960s, self-service, discount principles and the open display of goods replaced traditional mom-and-pop shops. In 1965, Messe Düsseldorf and the EHI Retail Institute, then still known as the “Institute for Self-Service”, decided to launch a new trade fair specifically for retail: EuroShop – European Exhibition with Congress “Modern Shops and Shop Windows”. From then on, EuroShop’s offering continued to expand in line with innovations in the retail sector. In the 1970s, lighting, modular shop concepts and electronic cash register systems made their appearance. In 1975, EuroShop switched to its current three-year cycle due to the medium-term innovation potential in shopfitting. In 1978, the two-colour EuroShop star replaced the old logo of a shop and shop window. The trademark stands for the buzzing sound of cash registers, but it later came to represent the meeting of supply and demand in the entire capital goods sector of retail. The 1980s were marked by technological upheavals: “Scanning is on everyone’s lips”, wrote Lebensmittel Zeitung in 1981, when barcodes and automatic merchandise management were introduced. Soon, cashless payment, bottle returns and recycling came into focus. EuroShop addressed these topics at an early stage. In the 1990s, shops became brand stages. EuroShop accompanied this change with innovative shopfitting, new POS technologies and the first electronic price tags. In 1996, a virtual reality prototype costing DM 80,000 caused a sensation, and it was a foretaste of the digital future. At the turn of the millennium, the focus shifted to multisensory experiences, e-commerce, RFID and mobile payment. A year later, EuroCIS celebrated its premiere as an independent technology trade fair and, today, it is Europe’s leading event for retail technology. In the 2010s, sustainability, omnichannel and emotionalisation shaped the picture. With new special areas, such as the Designer Village, and renowned awards, such as reta, EuroShop highlights were born. In 2017, the seven experience dimensions were created, which still structure the trade fair in a similar form today. The 2020s brought special challenges: In 2020, the trade fair coincided with the onset of the COVID-19 pandemic, visitor numbers suffered, but the innovative spirit remained. The year 2023 marked the big reunion: digitalisation, energy management and sustainability dominated the agenda, accompanied by a palpable spirit of optimism.

Today, 60 years after its founding, EuroShop has established itself as a cosmopolitan trade fair family: In 1997, EuroCIS was added as a standalone trade fair for retail technology, and international spin-offs, such as China in-store in Shanghai and in-store Asia in India, were created abroad. The 60th anniversary will be followed by another milestone in the company’s expansion: On 26-28 October 2026, EuroShop Middle East will celebrate its premiere in Dubai, which is a clear signal of the brand’s global relevance.

There is reason enough to celebrate: On 22-26 February 2026, the exhibition grounds will be transformed into a global retail festival. In addition to the exhibition with around 1,900 exhibitors from over 60 nations, guests can expect an extensive supporting programme with seven stages, numerous special areas such as the Designers’ Village and the new VM Experience as well as guided innovation tours to exciting exhibitors and store tours through Düsseldorf. Networking formats such as co-working spaces and mobile happy hours also invite the retail community to exchange ideas. More details about the 2026 trade fair can be found here.

With its 60-year history, EuroShop has long been more than just a trade fair. It is a source of inspiration, a platform for innovation and a family network. Or, as a journalist once wrote about EuroShop: “The uniformity of the still image […] has given way to individuality and the courage to take risks on a scale that even experts had not expected.” A statement that could not be more relevant in 2026.