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 Breaking Headlines

German Retailer Steps In As BrandNew Award Co-Sponsor

FEBRUARY 06, 2006 -- If there is one big reason why retailers should attend trade shows is to find that special new product that is not being offered by the competition. That is certainly the belief of giant German retailer SportScheck.

Every year the contest recognizes the ideas of companies new to the industry. It gives the winners an opportunity to showcase their ideas in a central show location. Veit Geise, purchasing director, has made a point of visiting the BrandNew area in search of fresh ideas. He has gone a step further by signing up as a co-sponsor of the contest, together with Advansa, Thermolite, Creolam, DuPont, Freudenberg, Riri and Coolmax. There are 15 judges who evaluated this year's 171 entries from 25 countries.

Geise works for the only real multi-channel German sporting goods chain: Retail, catalog and Internet. He has picked a few products each year from the contest to feature in the windows of its 17 stores. A representative of SportScheck will also be a judge.


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