Ieg – Italian Exhibition Group has acquired 75% of V Group, which organizes the Myplant & Garden Fieramilano fair. Established in 2015, it is the main professional event of horticulture, landscape and garden in Italy and a reference at a European level. The next edition will take place from 22 to 24 February 2023 in Fieramilano Rho, a historic location where the event will continue to take place over the next few years.
This year’s edition, which took place last February, ended with very positive data. On the 45,000 square meters of exhibition, 18,500 professional visitors with 20% foreign origin, 116 official delegations of buyers from thirty countries met.
Accelerate growth
The acquisition by IEG does not change the governance of the company. Valeria Randazzo, creator of Myplant & Garden Fieramilano and “organizational soul”, has in fact been confirmed in the role of CEO.
The agreement intends to enhance the managerial and operational autonomy of those who have guaranteed a positioning of absolute importance to the Milanese event.
Joining a leading group in the organization of trade fairs and conferences will allow the event to accelerate the pace of growth on the international scene and further consolidate its Italian leadership, thanks to investment in new initiatives, partnerships and new markets.
“It is a strategic acquisition that enriches Ieg’s exhibition calendar – underlined the president of the Rimini Spa, Lorenzo Cagnoni – and aims to generate new development horizons for companies. We will create new perspectives for events related to this business. We are refining a development project that will find reciprocal points of synergy between the operators of Myplant & Garden Fieramilano https://myplantgarden.com and some of our outdoor contract fairs. It is a plan that will materialize in 2023 and that we will present in detail next November “.
At the same time, change at the top of the Myplant & Garden Consortium, formed by a group of companies representing the green supply chains that have supported the event since its inception. Marco Orlandelli has in fact been appointed new president, succeeding Gianpietro D’Adda, who has been in office since 2015.