Made in Steel

What Made in Steel does

Made in Steel S.r.l. is an Italian private limited company headquartered in Flero (Brescia) and operating as a biennial International Conference & Exhibition dedicated to the steel industry supply chain. Founded in 2005 and now in its 12th edition, the company organizes a three-day trade fair held at Fiera Milano Rho, where steel manufacturers, distributors, processors, and service providers showcase products and services alongside a conference program covering market dynamics, innovation, and sustainability. The event combines exhibition rental across three halls, a conference program with 50+ speakers, an awards program (Made in Steel Awards), and a youth engagement platform (STEEL Young) created by siderweb.

The business operates an event-driven revenue model with four primary streams: exhibition space sales with Early Bird pricing (deadlines for reduced rates), conference and event ticketing, sponsorships (e.g., BLM Group sponsoring the awards), and ancillary marketing/visibility and hospitality services for exhibitors. Distribution combines direct exhibition sales, online self-serve registration through madeinsteel.it and Fiera Milano's ticketing platform, the ITA-Italian Trade Agency partnership to recruit international buyers from 10 strategic countries, and co-location with the Lamiera sheet metal processing exhibition. Customer segments span the entire steel supply chain plus a co-attended sheet metal processing audience, with end users represented through international buyer matching.

Made in Steel is subject to the direction and coordination of Fiera Milano S.p.A. (the parent group), while siderweb (Siderweb S.p.A. S.B.) acts as content organizer. The February 2026 strategic alliance with Fiera Milano positions the event to scale globally, supported by ISO 20121:2024 sustainability certification, ISF certification, and International Event Status recognition from Regione Lombardia. Leadership includes CEO Paolo Morandi, President Emanuele Morandi, and External Relations and Content Officer Francesca Morandi.

Name

Made in Steel

Legal name

Made in Steel S.r.l.

Website

https://madeinsteel.it

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Made in Steel is an Italian biennial International Conference & Exhibition for the steel supply chain, hosting exhibitors and visitors from 80+ countries at Fiera Milano Rho with a complementary conference program, awards, and co-located sheet metal processing events.

Ownership category

akta.pro rank

Product category

Trade Fairs & Exhibitions

akta.pro primary industry

Steel Products Trading & Service Centers (Flat, Long, Pipe & Tube, Rebar) (IMAKAJAB)

Keywords

• Steel trade fair
• Industrial exhibition
• Conference services
• Supply chain events
• Exhibition organization

Headquarters

HQ city

Brescia

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Exhibition Space Sales: Revenue generated from selling exhibition booth space to steel industry companies and organizations. Companies book stands with Early Bird rates for early confirmation.
2. Conference & Event Tickets: Revenue from visitor admissions. The ticket office opens for each edition, with free registration required for certain events.
3. Sponsorships: Partnership arrangements with sponsors including BLM Group sponsoring the Made in Steel Awards.
4. Marketing & Visibility Services: Additional services for exhibitors including marketing and visibility packages, hospitality offerings, and stand setup services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Made in Steel is a biennial international Conference & Exhibition dedicated to the steel supply chain, organized at Fiera Milano Rho. The company sells exhibition booth space to steel manufacturers, distributors, and processors; runs a multi-track conference program (siderweb Conference Room and siderweb Arena) covering market dynamics, innovation, and sustainability; and offers ancillary services such as the Made in Steel Awards, the STEEL Young networking platform, marketing/visibility packages, hospitality services, and a digital exhibitor catalogue.

Product overview

Made in Steel is an international Conference & Exhibition dedicated to the steel industry supply chain, organized by siderweb alongside Fiera Milano. The event combines exhibition spaces (in Halls 8, 12, and 16 at Fiera Milano Rho) with a comprehensive conference program featuring the siderweb Conference Room and siderweb Arena. Key offerings include: the main exhibition areas where companies showcase products and services; the conference program covering industry topics like market dynamics, innovation, and sustainability; the Made in Steel Awards recognizing exhibitor excellence in communication and sustainability; STEEL Young platform for young professionals; and supporting services including exhibitor catalogue, online registration, halls map, and press/media resources. The event operates a dual format combining exhibition (exhibition spaces, networking, business development) with conference (siderweb Conference Room and Arena for talks, roundtables, and industry discussions).

Differentiator

Problem solved

Functional benefit

Products and services

• Made in Steel Conference & Exhibition International biennial Conference & Exhibition dedicated to the steel industry supply chain, combining exhibition spaces with a comprehensive conference program for steel industry professionals.
• Exhibition Spaces (Halls 8, 12, 16) Exhibition booth spaces across Halls 8, 12, and 16 at Fiera Milano Rho, where steel industry companies reserve stands to showcase products, services, and innovations to international visitors.
• Conference Program Multi-track conference program featuring the siderweb Conference Room (main hall) and siderweb Arena (talk format), covering markets, innovation, sustainability, new generations, and industry trends.
• Made in Steel Awards Annual awards program recognizing exhibitors across categories including Best Communication Stand, Most Friendly Stand, and Honourable Mention for Sustainability.
• STEEL Young Networking and professional development platform dedicated to young professionals in the steel industry, focusing on innovation and sustainability as key elements for responsible and competitive development.
• Press Kit & Company Profile Press kit containing photos and videos from the latest edition, and a Company Profile document provided for media and stakeholder use.
• Exhibitor Catalogue Digital catalogue of exhibitors available for each edition, allowing visitors to explore participating companies and their offerings.
• Online Registration & Ticketing Online registration system for exhibitors to secure exhibition space and for visitors to obtain tickets, operated through madeinsteel.it and the Fiera Milano platform.
• Halls Map Hall map tool allowing exhibitors and visitors to navigate exhibition spaces and locate participating stands.
• Hospitality Services Hospitality services provided to exhibitors and visitors to enhance their on-site experience at the event.

Quantifiable outcome

• Customer satisfaction score of 4.3/5.0 for visitors and exhibitors (industry average 3.8)
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Fiera MilanocoreStrategic or Co-development Partner · 18 February 2026Strategic alliance announced February 2026 for the 2027 edition and beyond. Fiera Milano provides the exhibition venue (Fiera Milano Rho) and operational infrastructure. Made in Steel and siderweb remain organizers of the event while Fiera Milano provides strategic support for growth objectives. The partnership aims to make Made in Steel the main global event dedicated to steel.
• ITA - Italian Trade AgencycoreGTM or Marketing Partner · 1 April 2025Partnership renewed for 2025 edition to support internationalization of Italian steel industry. ITA-Agency recruits international buyers from 10 strategic countries (China, Germany, Slovenia, Spain, Poland, Republic of Korea, Turkey, Vietnam, Czech Republic, India) including EPCs, purchasing managers, and major end-users.
• siderwebcoreStrategic or Co-development Partnersiderweb (Siderweb S.p.A. S.B.) is the primary organizer of Made in Steel alongside Fiera Milano. It is the Italian steel community platform providing content, conference programming, and industry network access.
• UCIMU - SISTEMI PER PRODURREminorStrategic or Co-development PartnerOrganizer of the Lamiera exhibition (international exhibition for sheet metal processing). The two events hold partial overlap in May 2025, with Lamiera in halls 13/15 and Made in Steel in halls 8, 12, 16. A single ticket allows access to both events.
• BLM GroupminorGTM or Marketing PartnerSponsor of Made in Steel Awards 2025, contributing to the prize design and ceremony.
• TrenitaliaminorGTM or Marketing PartnerTransportation partner offering Frecciarossa train discounts up to 75% for exhibitors and visitors traveling to Milan during the event period.
• CabwegominorGTM or Marketing PartnerTaxi-sharing service partnership to promote sustainable transportation to the event, offering €5 discount for new users.
• I.S.E.O. InstituteminorOthersEducational partnership supporting the I.S.E.O. Summer School in Economics. Made in Steel provides scholarships to young economists. Partnership aligned with UN SDG Goal 4 for quality education.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• SteelOrbis: Online steel industry news, pricing, and conference organizer. Comparable to Made in Steel in industry content and lead-generation value proposition, though digital-first rather than physical expo-first.

Broad incumbents

• Messe Frankfurt (Ambiente / consumer goods overlap): Major global trade fair organizer with industrial and consumer-goods portfolio. Comparable as a diversified B2B exhibition operator whose scale, venue partnerships, and international buyer programs inform benchmark economics for Made in Steel's operations.
• Hannover Messe: World's leading industrial trade fair covering the full industrial value chain including steel, materials, and metallurgy. Comparable as a broader incumbent exhibitor destination whose exhibitor base overlaps with Made in Steel's core audience.

Direct peers

• EUROBLECH: International Sheet Metal Working Technology Exhibition, held in Hannover, covering the downstream sheet metal / steel processing value chain. Directly comparable to Made in Steel's core manufacturing and processing exhibitor base and similar biennial/frequency cadence.
• Messe Düsseldorf (METEC): Globally the leading organizer of metallurgy and steel trade fairs (METEC, GIFA, THERMPROCESS, NEWCAST quadrennial). Comparable to Made in Steel as a steel-and-metallurgy-focused international exposition franchise targeting the same supplier and buyer audiences worldwide.
• LAMIERA: Italian international exhibition for sheet metal processing and forming machines, organized by UCIMU. Direct competitor for steel-processing exhibitor mindshare and visitor attendance; Made in Steel and LAMIERA even co-locate in 2025 with cross-attendance.
• Stainless Steel World: Global conference and exhibition platform focused on stainless steel and high-alloy materials. Comparable to Made in Steel as a niche-vertical steel-industry event targeting specialty steel producers, distributors, and end-users.
• TUBE / wire – Messe Düsseldorf: Leading international trade fairs for tubes, pipes, and the wire/cable industry, organized by Messe Düsseldorf. Comparable to Made in Steel as a steel-supply-chain exhibition with strong international exhibitor and visitor mix.

Others

• Fiera Milano: Italian exhibition group and Made in Steel's controlling parent. Comparable as a broader portfolio operator of B2B trade fairs, with strategic overlap on the Fiera Milano Rho venue and international buyer programs that support Made in Steel's growth.

Regional players

• Alihankinta (Subcontracting Trade Fair): Finland-based subcontracting and industrial exhibition serving Nordic and European steel suppliers. Comparable as a regional steel-industry expo with similar B2B matchmaking value proposition, though geographically narrower than Made in Steel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/madeinsteel
• Facebookfacebook.com/MadeinSteelConferenceExhibition
• LinkedInlinkedin.com/company/made-in-steel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Made in Steel