Information on the target
Easyfairs is a prominent player in the global events management sector, ranking among the top 20 event organizers worldwide. Founded as a family-run business, Easyfairs has successfully launched over 100 events organically, establishing a strong foundation in the industry. The company has recently shifted its strategic focus towards accelerating growth through external investment, aiming to scale operations more rapidly via acquisitions, expansion into new geographies, and enhancing sector expertise.
Co-CEO Matt Benyon, alongside Anne Lafère, emphasizes the company’s readiness for this new phase of growth, stating, “We were a well-oiled machine but felt the time was right to take on external backing to go even faster.” Following an investment from Inflexion Partnership Capital, in collaboration with Belgian investor Cobepa and founder Eric Everard, Easyfairs has embarked on an ambitious acquisition strategy that has already yielded significant results.
Industry overview in the target’s specific country
The Sales Promotions & Events Management industry in Belgium has experienced robust growth, driven by an increasing demand for innovative marketing strategies and experiential engagement. As businesses seek to differentiate themselves in a competitive marketplace, the need for effective sales promotions and events has become paramount. This sector is characterized by a diverse range of events, including trade shows, exhibitions, and corporate gatherings, which serve as vital platforms for networking and brand visibility.
Belgium's strategic location in Europe further enhances its appeal as a hub for international events, attracting participants from various sectors. The country's well-developed infrastructure, including venues and transportation networks, supports the seamless execution of large-scale events. Additionally, the rise of digital technologies has transformed the landscape, enabling hybrid events that combine in-person and virtual experiences, thereby broadening audience reach and engagement.
Moreover, the Belgian government has been proactive in supporting the events industry through initiatives aimed at promoting tourism and business development. This supportive environment has fostered a culture of innovation within the Sales Promotions & Events Management sector, encouraging companies to leverage technology and creative marketing strategies to enhance their offerings. As a result, the industry is poised for continued growth, with increasing investments in event technology and sustainability practices.
As Easyfairs continues to expand its footprint in Belgium and beyond, its strategic acquisitions and focus on technology integration position it well to capitalize on the evolving trends within the Sales Promo…