Setting New Standards

How was the February 2026 issue? 

Brenda Bizzi Bellei, CEO of White Milano: Very positive. Thanks to the support of ICE and Confartigianato, White was able to significantly expand its international reach. We had twice as many international buyers as in previous editions, and they made substantial purchases. 

What makes White special today? 

Today, White is much more than a traditional trade show. It’s about experience, hospitality, networking, and building genuine relationships. The focus is on a diverse brand portfolio, inspiring encounters, and high-quality service for international guests. 

What are the goals forfor September? 

We expect four times as many international buyers as in September 2025. At the same time, the trade show is expanding with new sections dedicated to accessories and urban lifestyle. White Resort is also expanding: For the first time, the June event will also take place in September—with its own dedicated area and a strong focus on the resort and hospitality industries.

@whiteshowofficial