On January 15th-16th, the SISTEMA fair returned to Milan at SuperStudioMaxi for its third edition. SISTEMA is the DIY business network formed by Brico io and Bricolife, boasting a total of over 200 stores and a turnover exceeding 600 million euros.

For two days, SISTEMA hosted store directors, managers, buyers, suppliers, entrepreneurs, and strategic partners in a single location.

The event was dedicated to presenting the key Spring/Summer 2026 trends for the DIY, Home, and Garden sectors. With over 90 suppliers and more than 800 professionals in attendance, the event provided the perfect opportunity to discover exclusive previews and engage in high-level networking.

During the gala evening, the official handover from Roberto Fadda to Paolo Micolucci as President of SISTEMA was announced, following Fadda’s eight-year tenure.

THE MARKET: BETWEEN TRADITIONAL TRADE AND PROGRESS

The ‘connections’ forged over the two days were excellent, testifying to the importance of the event: a trade fair that is not a simple product showcase, but one that embodies the concept of ‘creating a market’ for two of the sector’s most dynamic players.

The central theme of this third edition of Fiera SISTEMA was precisely ‘The Market‘: a return to origins, while keeping a constant eye on the technological evolution currently transforming the world of retail.

“We chose the ‘Market’ concept to emphasize our identity: even in the digital age, commerce remains a matter of human relationships. We want to be protagonists of this exchange, bringing data, volumes, and trends to the sector, while staying true to our nature as ‘merchants’ capable of listening to the customer. The fair’s common thread weaves together the tradition of trade with modernity; it is no coincidence that we chose a positive reinterpretation of Cattelan’s ‘Finger’ in Piazza Affari as our symbol. It is a message of confidence: despite changing times, the heart of our business remains direct contact.” — Paolo Micolucci, CEO of Brico io and newly appointed President of SISTEMA.

“Commerce is a craft rooted in human relationships and interaction—concepts that are more vital today than ever. Technological tools are fascinating opportunities that must enhance our work and quality of life, but the individual and face-to-face engagement remain the beating heart of our market. We are operating in a challenging geopolitical climate, yet the energy and vibrancy we feel at this fair give us the right momentum to take on 2026. Today, the real challenge is not just selling, but strengthening our identity and providing a distinctive offering. We must be less conservative and more courageous, leveraging innovation to reaffirm our role as ‘modern merchants’—a role that has always defined us.” — Roberto Fadda, President of Bricolife.

“The greatest asset of Fiera SISTEMA is the opportunity to attend the fair alongside our sales network. This provides us with a unique, dual perspective: that of the purchasing department and that of those who sell the product every single day. It allows for a ‘live’ dialogue on new products that closes the gap between us, enabling a joint evaluation of real business opportunities and the appeal of new suppliers. Digital solutions and Artificial Intelligence must be perceived by our stores as sales support tools, not as threats, because the common thread remains personal contact: those who can leverage technology to enhance this relationship will be the ones to stand out in the market.” — Francesca Fadda, Bricolife.

“These occasions serve to show store managers the reality behind a brand—one that isn’t just made of agents, but of structured companies. Bringing products out of the catalog and allowing the sales network to experience them firsthand breaks down communication barriers, enabling stores to gather more direct and informed knowledge about the ranges that will hit the shelves. This contact between suppliers and store managers allows us to collect valuable feedback that can even lead to product modifications or new display methods. As buyers, we choose the innovation, but it is the real-world interaction in the store that ultimately determines its success.” — Giovanni Petrò, Brico io.

“Events like this are fundamental for presenting innovation directly to our sales network. Relaying new developments only through email or digital communications makes learning difficult; here, however, stores can discover previews and grasp the value of products joining our assortment, making it easier to pass that value on to the end customer. This year, we have once again focused heavily on innovation, with particular attention to sustainability and compliance with ecological regulations, thereby responding to an increasingly attentive and conscious consumer.” — Stefano Soldà, Brico io.

THE FOCUS ON TECHNOLOGICAL EVOLUTION

Technological evolution was a primary focus of the trade fair, thanks to the presence of several strategic partners working with Brico io and Bricolife to make the brands’ stores increasingly high-tech.

ReStore and NTT Data (featuring its digital displays) represented the Retail Media projects; regarding in-store solutions, an interesting highlight was the Henkel vending machine—carrying Attack products, among the most stolen items in large-scale retail—which will be tested at the Brico io store in Crema, alongside a small robot from BOB Robotics set to be introduced in three locations shortly.

• BOB ROBOTICS: “The partnership with Brico io marks a revolution in in-store communication. Thanks to our robots, we are moving from the concept of a static promoter to a dynamic interaction that actively seeks out and surprises the customer. This isn’t just technology; it’s a business tool. Data shows that this new approach can triple sales, transforming promotion into an interactive and measurable experience.”
• NTT DATA: “We are very pleased to have participated in the SISTEMA trade fair, showcasing our technological solutions dedicated to the retail world. Through our Retail Media platform, we help retailers and brands transform physical stores into measurable, interactive, and data-driven spaces, bringing the in-store experience closer to the logic of the digital and online worlds. Through innovative and interactive touchpoints, we help our clients understand what is actually happening in-store: from customer attention and engagement to the impact of campaigns and content. This is complemented by solutions like ‘Perfect Store,’ which leverages Computer Vision and Artificial Intelligence to monitor shelf execution, and ‘Conversational Signage’ totems, which allow consumers to engage with content and access personalized information, creating value for both the retailer and partner brands.”
• RESTORE: “Our collaboration with Brico io aims for a true omnichannel strategy that puts data at its core. We don’t just provide visibility for suppliers; we analyze consumer behavior across both physical and digital channels to create new business opportunities. It is a broad project that transforms the point of sale into an advanced media channel, capable of engaging with advertisers in a highly targeted way.”
• HENKEL: “Together with Brico io, we are testing a new distribution model for high-turnover products like our adhesives. Placing the assortment within an eye-catching vending machine addresses a dual need: preventing theft within the DIY sector and offering consumers a simple, familiar shopping experience, removing the barriers typically created by traditional locked display cases.”