Source: Nieuwsfiets Image source: Nieuwsfiets

The 2027 edition of the B2B FESTIVAL is already fully booked with exhibitors, only three months after reservations opened. The show, organised by Netherlands-based cycling media outlet Nieuwsfiets, positions itself not as a traditional trade fair, but a networking-focused festival event that brings the cycling’s retail and industry together.

Taking place on 14-15 February 2027 at the Brabanthallen in Den Bosch, the show organisers state that the majority of existing exhibitors have reconfirmed after the 2026 edition, with many wanting to move to a different or larger location. Remaining stands are being offered to the approximately 80 companies on the waiting list in order of registration. Organiser Rick Hackmann said, “The fact that existing exhibitors want a larger stand is very nice in itself, but the hall does not naturally get bigger as a result, and therefore the remaining supply of stands becomes smaller.”

The organisers note that the B2B FESTIVAL waiting list includes several overseas suppliers who have a stronger industry focus, rather than retail. These companies are being directed to the new planned event, CycleExpo, scheduled for October 2027. Hackmann stated, “With the B2B FESTIVAL, we keep a close eye on ensuring that the exhibitors are relevant to retail. For those focusing more on industry, we now also have a great alternative.” Hackmann added that the 2028 edition of the B2B FESTIVAL will see an extra hall at Brabanthallen being added, which will bring approximately 25% more exhibition space.