Home Events IFSEC Europe launched by Informa in strategic move to extend IFSEC brand

IFSEC Europe launched by Informa in strategic move to extend IFSEC brand

by Brian Sims

IFSEC International’s organiser Informa has announced that the ever-popular IFSEC brand will now be extended into mainland Europe with the upcoming launch of IFSEC Europe, a brand new biennial security event providing an “all-new gateway” to the European integrated security market.

IFSEC is, of course, recognised for delivering what many commentators deem to be the leading portfolio of security content and events, hosting shows in the United Kingdom, India, Bangladesh, Malaysia, Thailand, South Korea and the Philippines.

Taking place for the first time on 20-22 September 2021 at the RAI Amsterdam Convention Centre, IFSEC Europe will now create a pan-European home for integrated security, fire safety and intelligent buildings professionals in one of Europe’s most dynamic and accessible capitals.

Co-located alongside Intelligent Buildings Europe, the new event will complement IFSEC’s flagship show IFSEC International, which will continue to take place annually at ExCeL London. This expansion is the result of a three-year research project to find the next hub for IFSEC’s global security community, designed to bring the expertise, prestige and comprehensiveness of the UK show to continental Europe.

IFSEC has established itself as a widely-respected hub for launching products and solutions, as well as showpiece events such as 2019’s National Surveillance Camera Day. In 2019, IFSEC welcomed over 80,000 visitors from over 120 countries across all of its events.

IFSEC Europe will better connect the major players in security manufacturing and distribution with key end users, security installers, integrators and consultants throughout mainland Europe.

Responding to shifts in the European and global economy, IFSEC Europe offers UK, continental and international security professionals a platform from which to penetrate the European market. It’s a unique opportunity for firms to source products, discover insights and generate new business connections in one of Europe’s largest conference venues. Moreover, RAI Amsterdam could not be better placed to accommodate the new event. Just 15 minutes from the major hub at Schiphol Airport and boasting its own railway station, the venue offers convenient links to one of Europe’s most celebrated business centres and tourist destinations.

Hub for European security

Gerry Dunphy, strategy director for IFSEC International, said: “IFSEC Europe will actively extend the IFSEC brand into a vibrant market to both parallel and complement the London-based IFSEC International, which will remain IFSEC’s centrepiece event. It will provide a much-needed hub for the European security industry and also create a new entry point for the European market for the UK-based businesses that attend IFSEC International.”

Dunphy added: “Amsterdam is centrally located and easily accessible, making it the ideal location for a pan-European security event. In addition, it’s a beautiful, dynamic and exciting city in which we’ve been working to launch an event since 2017. It’s a joy to finally announce a major event there.”

Simon Young, event director for IFSEC International, stated: “We’re thrilled to announce this addition to the IFSEC portfolio. IFSEC International in London remains the most important event for the UK’s security market, but we feel this expansion into Amsterdam meets an urgent need for a sophisticated and comprehensive integrated security trade show in the European market.”

Reaction from the industry

IFSEC Europe is being launched in conjunction with some of IFSEC International’s existing Premier Partners, among them CSL, Texecom, UTC, Vanderbilt, Dahua and Euralarm. This absolutely speaks to the high confidence these major security industry players have in the IFSEC brand.

Pascal Zeegers, director for CSL in the Benelux region, told Risk Xtra: “CSL’s excited to be a part of the launch of IFSEC Europe at the RAI Amsterdam in 2021. We already have strong partnerships in the Benelux region and are rapidly growing our customers in the wider European areas, so the timing is perfect. As a long-standing IFSEC Premier Partner, CSL understands the value and legacy of a global brand such as IFSEC, so this new addition to the portfolio in a major European destination is welcome.”

Jim Ludwig, managing director at Texecom, observed: “Texecom is pleased to endorse and support the news that IFSEC Europe is coming to Amsterdam in September 2021. We have strong business partnerships across the whole of Europe so an event of IFSEC’s stature coming across to the continent affords us an excellent opportunity to meet with our partners and colleagues from key European markets.’’

Mike Reddington, CEO of the British Security Industry Association (BSIA), commented: “The BSIA and IFSEC have a strong and long-standing relationship which goes back many years, so we’re naturally very excited to support the launch of IFSEC Europe in 2021. In view of the UK security industry’s export relationship with Europe, it’s vital for us to take a leading role at this new event.”

Sam Lord, events manager at Vanderbilt International (UK) Limited, stated: “IFSEC Europe is a new opportunity for Vanderbilt and Comnet to engage with our key European commercial partners in one of the world’s favourite cities, and also represents an exciting prospect for us to showcase our world-leading technologies. IFSEC has been important for Vanderbilt and Comnet in reaching our UK customers and we welcome this strategic decision to expand the show’s influence into Europe.”

Martin Harvey, president of Euralarm, explained: “Euralarm is excited to hear that IFSEC is coming to Amsterdam in 2021. As a dedicated and committed European organisation focused on the fire and security sectors, the event will provide us with a significant opportunity to engage with industry and market stakeholders in a truly focused way.”

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