In short
PLMA's World of Private Label brings retailers' buyers to manufacturers who make products under their brands. Stands here sell capability, not a consumer brand. Show the range, formats and the ability to deliver at scale, in a tidy display where a buyer can compare and sit down to talk. Start a custom stand about 4–6 months ahead and confirm dates, height limits and rules in the exhibitor manual.
Key points
- Where and when: Amsterdam, annual in Amsterdam.
- The audience is mostly retail buyers.
- An organised range display.
- Clear pack sizes and certifications.
- Plan a custom stand about 4–6 months before the show.
PLMA for exhibitors
Retail buyers from many countries visit with sourcing briefs. Many exhibitors are in national pavilions, and stands are often small, product-heavy and efficient.
| PLMA | |
|---|---|
| City | Amsterdam |
| Venue | RAI Amsterdam |
| Sector | Private label |
| Cycle | Annual in Amsterdam |
| Main stand activity | Product display and orders |
| Custom stand lead time | 4–6 months |
Who you are designing for
Retail buyers, category managers and sourcing teams.
What matters most on a PLMA stand:
- An organised range display.
- Clear pack sizes and certifications.
- A table for buyers.
- Language support.
Layouts for product display and orders, by stand type
Most PLMA exhibitors build around product display and orders. How that works depends on how many sides of your plot are open. If you are unsure which type you have, see exhibition stand types.
| Stand type | Open sides | What works |
|---|---|---|
| Row (inline) | 1 | A shop-like display wall with a counter for orders, leaving the floor clear to browse. |
| Island | 4 | A gallery route around a central feature, with order desks and buyer seating along one side. |
Stand ideas for PLMA
- A shelf arranged by retailer tier.
- A pack-format wall.
- A capabilities card with volumes and certifications.
Planning, approvals and logistics
Bring plenty of samples and keep a tidy store. Stands are mostly small, so consider a simple modular kit.
Allow about 4–6 months for a custom stand. The exhibitor manual sets height limits, open-side rules and service deadlines; see venue approval and technical drawings.
Where the budget goes at PLMA
Keep the build modest, and spend on samples and clear range cards. Buyers are checking capability, not architecture.
Mistakes we see at PLMA
- Promoting your own brand instead of your capabilities.
- A chaotic shelf with no price tier logic.
An example PLMA brief
A 6 × 3 m row stand with a shelf arranged by price tier, a pack-format wall and one buyer table, in a modular kit.
Replace the size and the zones with your own. The plot and height limit come from your contract and the exhibitor manual.
Try your PLMA layout in 3D
ExhibitionBase Studio turns your plot size, open sides and a brief about product display and orders into an editable 3D stand for 5 credits, renders it and exports a plan for your builder. New workspaces get 5 free credits.
Frequently asked questions
01Where is PLMA's trade show held?
At RAI Amsterdam. Check the organiser's dates.
02What do private-label buyers look for?
Capability, price tiers, certifications and reliable supply.
03How early should I start designing a PLMA stand?
For a custom stand, about 4–6 months ahead: long enough for design, organiser approval, production and shipping. Shell scheme stands can be planned in weeks.
04Can I reuse my PLMA stand at other shows?
Often, if it is modular. Design the core (walls, counters, product display and orders area) to work on several plot sizes, and swap graphics per show. See [modular vs custom stands](/guides/modular-vs-custom-exhibition-stands).
Put it into practice
From a client brief to a 3D stand concept in minutes
An editable 3D exhibition stand concept from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
