11 Jun FROM INNOVATION TO COMPARISON: THE TRADE SHOW AS THE FIRST REAL TEST BENCH
In a world where digital seems to dominate everything, professional trade shows continue to be one of the most effective tools to build relationships, create business opportunities, and above all, launch new products. Our recent participation in the Pulire 2025 Trade Show in Milan, as active representatives of TWT and Interchem Italia, confirmed this belief.
The unique power of a trade show
A trade show is not just an exhibition: it’s a stage for real interactions, where products can be touched, smelled, tested. Where conversations turn into contacts, and contacts often become collaborations. Launching a new product at a trade show means seeing it through the eyes of customers, hearing their first reactions, collecting suggestions, raising curiosity and – why not – receiving constructive criticism. All of this happens in a lively, dynamic, and competitive environment that allows you to truly test the market in real time.
The new OPERA trolleys by TWT: elegance and functionality on wheels
Among the highlights at Pulire, the new OPERA trolley line by TWT definitely stood out. It’s a modular range designed for hotel housekeeping, adaptable to all kinds of facilities: from small boutique hotels to large resorts.
What makes these trolleys truly innovative is the perfect balance of design, ergonomics, and sustainability:
- Recycled materials, in the ReUse version, to reduce environmental impact
- Silent wheels and soft-closing doors for maximum guest comfort
- Customizable panels with logos or graphics to highlight the hotel’s visual identity
And for heavier loads or uneven floors, the revolutionary Speed System, a motorized drive that makes movement smooth and effortless.
TWT also presented:
- “Alfeo”, an automated refill system for filling bottles directly from the tank. A smart, eco-friendly, and highly practical solution that meets the need for speed and waste reduction.
- The new Luggage trolleys, perfect for hotel receptions and hospitality venues, designed to carry guests’ suitcases, clothes, and accessories. Strong and practical, they are equipped with 150 mm rubber wheels, ideal also for outdoor surfaces.
Nefél by Interchem Italia: fragrances, design, and sustainability for hotels
Another key player at our exhibition was the Nefél line by Interchem Italia, which introduced the new split between shampoo and shower gel, still in 480 ml bottles and 5-liter tanks, according with European regulations pushing hotels to replace single-dose formats with refill systems. Even the scent sticks now have their own refill bottle, allowing for consistent fragrance with refilled original bottles.
Three main strengths of Nefél, shown through the new product launches at the show:
- A wide choice of refined multisensory fragrances like Black Amber, Bergamot & Vervain, Cedarwood & Hibiscus, turning a simple shower into a sensory experience
- Ecolabel formulations, gentle on the skin but strict on environmental standards
- New colored bottle holders made of recycled polypropylene, adding stylish and green design to bathrooms
The presentation at the trade show allowed customers to touch the bottles, test the scents, and see the visual effect of Nefél installations in real hotel rooms.
Not just products: contacts, feedback, strategy
For a team like ours, taking part in trade shows like Pulire isn’t just about “being present at an exhibition”. It’s a key moment to:
- Meet distributors from Italy and foreign
- Understand where the market is heading
- Offer strategic support to the companies we represent, by gathering real feedback and interest from professionals players of the sector
At a trade show, every detail – from the choice of scent to the type of wheel – becomes a chance for discussion. That’s why seeing and touching products in person remains so important.
Trade shows are still a powerful tool to launch innovation, shape business conversations, and build solid relationships. Interchem and TWT proved this with smart, relevant solutions, aligned with today’s industry challenges. We’re proud to work alongside companies that truly invest in quality and vision – and to help them meet, in person, the people who will appreciate, use, and choose their products.