Revised Mido format brings in the crowds

Exhibitors at the Mido 2012 optical trade show have reported a busy opening to the show following its new starting date.

The exhibition, now in its 42nd year, opened on a Sunday for the very first time in a move designed to attract more optical professionals from Italy and mainland Europe.

Alex Kleinschmidt, head of marketing for German manufacturer ic! Berlin, was vociferous in his support of the timing of the exhibition. 'In terms of sales, the show was really good for us. On the Sunday, we sold more products than we did in the whole of the last Mido exhibition,' he said.