Mexico is fast becoming a hot spot for trade show companies looking to expand their portfolios into the Latin America market, with Reed Exhibitions acquiring Expo Nacional Ferretera, the largest event in the region serving the hardware, construction and electrical markets. Terms of the deal were not disclosed.

The show draws 80,000 buyers from 30 countries and 1,300 exhibitors to a 50,000 net square meter (538,195 net square feet) showfloor at Expo Guadalajara.

"Mexico is an attractive, long-term market for Reed Exhibitions and with these two leading brands - both enjoying synergies with our events in the United States and Brazil - we are in a position to build the infrastructure necessary for developing a business platform to serve the Mexican market and help Mexican companies to expand their businesses internationally" said Chet Burchett, president of Reed Exhibitions America.

He added, "This was the critical step to propel our plans."

Eduardo Casanova, the president of the newly acquired show, said it was a good fit for both “commercial expectations and the values upon which he built the show.”

"It was important to us that Reed Exhibitions was truly a global organizer, but more important that they share many of the same ideals that we do when it comes to delivering customer value,” Casanova said.

He added, “Ultimately we share the mission of delivering an event that provides a positive business outcome for all those who participate.”

Reed already owns the largest event serving the same sector in the United States, the National Hardware Show, which placed No. 27 on the 2012 TSNN Top 250 Trade Show list with 558,000 net sq. ft.  

"Reed Exhibitions has a long standing and successful brand in the National Hardware Show,” Casanova said. “They understand the industry space and will certainly add a great deal of value identifying new opportunities for Expo Ferretera."

Expo Nacional Ferretera isn’t the first show Reed has bought in Mexico. In 2011, they bought Expo Seguridad, which is the largest event in Mexico serving the security and safety industry.

In its second edition under Reed's ownership this month, the show will enjoy a 17-percent increase in net square meters and a more than 38-percent increase in attendance, according to show organizers.

Nancy Walsh, executive vice president for Reed Exhibitions in North America, will oversee the business in Mexico.

"We are delighted that Eduardo and his staff will remain involved with the event, and together we can grow the event and contribute to the tradeshow industry in Mexico,” Walsh said.

She added that Guadalajara was an important trade show destination, along with Mexico City, in which Reed also does business.

"We now have an opportunity to build deeper relationships in two of the country's most important cities for trade shows and to better participate in the markets we serve today ... as well as those we hope to serve in the future,” Walsh said.