What STANDout does

Standout GmbH is an Austria-based full-service provider of trade fair architecture, event services, and branding solutions, headquartered in Salzburg with a branch office in Vienna. Founded in 1973 as System Standbau and rebranded under the STANDout umbrella brand in 2017, the company operates three divisions: Live Events (exhibition stand design, construction, and rental; event organizer services for congresses, fairs, and festivals; corporate product presentations and roadshows), Digital Stage (multimedia modules such as touch screens, LED walls, and holograms; hybrid stage extensions including 360° tours and digital twins; and virtual rooms covering virtual trade fairs, showrooms, and metaverse applications), and Branding (advertising technology, POS tools, and interior design for permanent brand spaces). The company maintains in-house production capabilities across electrical, joinery, metalworking, painting, and lettering trades, supported by a 28,000 sqm central logistics center with 9,000 sqm of usable space, and a B2B webshop (shop.standout.eu) for event-specific rental and product ordering.

Revenue is generated through project-based contracts (custom design/build/sale), recurring rental agreements, professional event services, and digital stage subscriptions or one-off engagements, with pricing largely quote-based and a documented 25% last-minute surcharge for orders within two weeks of an event. GTM is enterprise field sales supplemented by event-driven outreach, the B2B webshop, LinkedIn, email newsletters, and direct contact teams for each division (liveevents@, digitalstage@, branding@). The company serves approximately 7,300–8,000 clients across 500–700 trade fairs and events per year, primarily in Central Europe with additional deliveries to Athens, Antalya, Barcelona, Dubai, Istanbul, Japan, Lisbon, Madrid, Stockholm, and Tel Aviv. Its Vario modular exhibition stand line holds the Austrian Umweltzeichen Ecolabel (license VKI 1318-2023).

Standout GmbH became 100% owned by mac. brand spaces, a German live-communications company with operations across all major German trade fair locations plus Vienna, Shanghai, and Singapore, after RX Global (formerly Reed Exhibitions) withdrew from the Austrian market in 2024. The legal entity was formed through the 2020 merger of System Standbau GmbH and Expoxx Messebau GmbH. Headcount is stated at 140–180+ employees plus assembly teams depending on source language; financial revenue is not publicly disclosed.

Name

STANDout

Legal name

Standout GmbH

Website

https://standout.eu

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

51–100 employees

Short description

Standout GmbH is an Austria-based full-service trade fair construction and event services provider operating Live Events, Digital Stage, and Branding divisions across Central Europe and beyond, serving roughly 7,300–8,000 clients at 500–700 events annually under the ownership of mac. brand spaces.

Ownership category

akta.pro rank

Product category

Trade fair architecture and event services

NAICS

Indoor and Outdoor Display Advertising (54185), Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Advertising (7310)

akta.pro primary industry

Custom Booth & Stand Design (Concept, 3D, Branding) (THAHAHAA)

akta.pro secondary industries

Stand Fabrication & Build (Carpentry, Modular, Double-Deck) (THAHAHAB), Lighting, LED Walls & Digital Signage for Booths (THAHAHAI), Onsite Installation, Dismantle & Labor Management (I&D Crews) (THAHAHAL), Graphics Production & Large-Format Printing (Banners, Wraps, Signage) (THAHAHAG), Modular & Portable Display Systems (Pop-Ups, Tension Fabric, Kits) (THAHAHAC), Virtual Trade Shows & Expos (Digital Booths, Lead Capture) (MPAGAOAB)

Keywords

• Trade fair construction
• Exhibition stand design
• Event management services
• Modular exhibition systems
• Digital event technology

Headquarters

HQ city

Salzburg

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Exhibition Stand Rental: Rental of exhibition stand elements and construction components for trade fairs, congresses, and events. Rental periods typically align with event duration (up to 7 days standard). Multi-year rental agreements are offered to increase usage frequency of construction components.
2. Exhibition Stand Design, Build & Sale: Custom design, manufacturing, and sale of bespoke exhibition stands and event structures. Includes system solutions and individual custom construction.
3. Event Service (Congress/Festival/Fair): Full-service event management for trade fair organizers, congresses, and festivals including hall planning, technical equipment, signage, furniture rental, and on-site support.
4. Digital Stage Solutions: Digital and hybrid event solutions including multimedia modules (touch screens, LED walls, holograms), virtual trade fairs, virtual showrooms, 360° tours, and metaverse applications.
5. Branding & Advertising Technology: Advertising technology services including vehicle lettering, building signage, foil printing, UV panel printing, POS tools, and interior design for permanent brand spaces.
6. Product Presentation & Corporate Events: Corporate event services including roadshows, in-house exhibitions, panel discussions, product presentations, and photo/video shoots.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

STANDout is a full-service provider of trade fair architecture and event solutions, designing, manufacturing, renting and assembling exhibition stands for trade fairs, congresses and corporate events. Its services span exhibition stand design and construction (custom and modular, including the Austrian Umweltzeichen-certified Vario system), event organizer services (hall planning, technical equipment, signage, rental), and multimedia/digital extensions (multimedia modules, hybrid stages, virtual trade fairs, virtual showrooms, 360° tours, digital twins and metaverse applications). It also delivers branding and permanent brand-space solutions including advertising technology, POS tools and interior design.

Product overview

STANDout offers a modular platform combining physical event architecture with digital solutions. The core Live Events division provides Exhibition Architecture (Messearchitektur), Event Service (Veranstalterservice), and Product Presentation services for trade fairs, congresses, and corporate events. The Digital Stage division extends physical stages with Multimedia Modules (touch screens, LED walls, holograms), Hybrid Stages (360° tours, digital twins), and Virtual Rooms (virtual trade fairs, showrooms, metaverse applications). The Branding division covers Advertising Technology (vehicle lettering, building signage), POS Tools (displays, digital signage), and Interior Design for permanent brand spaces. The Vario Show Stand is a separate modular, sustainable exhibition stand product line awarded the Austrian Ecolabel. All divisions operate as a one-stop-shop with in-house manufacturing, printing, and logistics capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Exhibition Architecture (Messearchitektur) Full-service trade fair stand design, construction and rental for exhibitors at trade fairs and congresses, including concept development, realization and on-site assembly. For brands and companies seeking a complete booth presence.
• Event Service (Veranstalterservice) Full-service event management for trade fair, congress and festival organizers including overall concept, hall planning, technical equipment, signage and equipment rental. For organizers of Messe, Kongress or Festival events.
• Product Presentation (Produktpräsentation) Corporate event services including roadshows, in-house exhibitions, panel discussions, product presentations and photo/video productions as alternatives to classical trade fair participation. For companies and organizations seeking alternatives to traditional trade fair business.
• Vario Show Stand (Vario-Messestand) Modular, sustainable exhibition stand system using ecological certified materials with high reusability. Modules can be configured like building blocks for different booth spaces. Awarded the Austrian Umweltzeichen Ecolabel. For exhibitors seeking certified sustainable booth solutions.
• Multimedia Modules Digital tools including interactive touch screens, 3D LED walls and holograms that turn physical stages, exhibition stands and showrooms into interactive visitor experiences. For exhibitors and event organizers.
• Hybrid Stages (Hybride Bühnen) Digital extension of physical stages and exhibition stands using 360° virtual tours, digital twins and digital signage to extend event reach beyond venue and duration. For trade fairs, congresses and corporate events.
• Virtual Rooms (Virtuelle Räume) Independent virtual spaces including virtual trade fairs, virtual showrooms and metaverse applications enabling 24/7 access to products and services from any location. For exhibitors and event organizers.
• Advertising Technology (Werbetechnik) Custom labelling and signage solutions transforming neutral surfaces into advertising media, including vehicle lettering, building signage, foil printing and UV panel printing. For companies seeking permanent and mobile brand surfaces.
• POS Tools Mobile advertising media including displays, roll-ups, digital signage, LED walls and flexible presentation systems for converting neutral spaces into brand environments. For retail, event and corporate use.
• Interior Design (Raumgestaltung) Design and equipment of permanent brand spaces including showrooms, offices and shops with customized concepts, precision manufacturing and professional installation. For brands and retailers.

Quantifiable outcome

• Serves approximately 500-700 trade fairs and events per year with approximately 8,000 clients across Central Europe and internationally
• +2 more outcomes

Named customers2 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

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• mac. brand spacescoreStrategic or Co-development Partner · 1 January 2024In 2024, mac. brand spaces, a German leading company in live communication with presence at all German trade fair locations as well as Vienna, Shanghai, and Singapore, acquired 100% of Standout GmbH from RX Salzburg GmbH (formerly RX Global / Reed Exhibitions). mac. brand spaces' strong market position and entrepreneurial expertise were decisive for RX Global in transferring Standout GmbH following its withdrawal from the Austrian market.
• Mack Brooks Exhibition LtdcoreStrategic or Co-development Partner · 1 January 2019The newly formed partnership with Mack Brooks Exhibition Ltd in 2019 generated additional large-scale international orders for STANDout. Mack Brooks Exhibition Ltd (later part of RX Global / Reed Exhibitions) is a major international trade fair and exhibition organizer.
• FEP Messebau Düsseldorf (subsidiary)minorStrategic or Co-development Partner · 1 January 2002In 2002, STANDout (as System Standbau GmbH) expanded to Düsseldorf, Germany, via FEP Messebau Düsseldorf. This subsidiary provided direct technical partnership support for events at the Düsseldorf venue, strengthening the business around event infrastructure.

Scale indicators7 records

Recent moves16 records

Expansion highlights6 records

Broad incumbents

• PRG (Production Resource Group): Global event production and technology company providing event infrastructure, lighting, LED walls, and multimedia solutions. Comparable to STANDout's Digital Stage division (touch screens, LED walls, holograms) at much larger global scale.
• Koelnmesse: One of Europe's largest trade fair organizers based in Cologne. Operates as an incumbent with related exhibition services infrastructure; comparable as a venue-driven counterpart to STANDout's booth construction business.
• mac. brand spaces: German live communications company and parent of STANDout since 2024. Operates across all major German trade fair locations plus Vienna, Shanghai, and Singapore, offering similar exhibition stand construction, event services, and branding. Most comparable as a direct sister platform and acquirer.
• MEPLAN (Messe München subsidiary services): Trade fair organizer and venue operator in Munich providing exhibition-related services. Broader incumbent with related booth coordination and event infrastructure capabilities versus STANDout's specialized stand builder focus.
• Messe Frankfurt (Exhibition Services): Major German trade fair organizer and venue operator that offers exhibition-related services through its ecosystem. Broader incumbent than STANDout, focused on organizer/venue side, but with overlapping capabilities in booth coordination and event infrastructure.

Direct peers

• GL events: French-headquartered global event services and exhibition stand builder with significant European footprint. Provides comparable integrated services including booth construction, event management, and venue services. Closest publicly-traded direct peer in booth/exhibition services.
• Habegger: Swiss exhibition and event services company offering booth construction, event technology, and live communication solutions. Comparable full-service model and DACH market focus to STANDout, with similar in-house production capabilities.
• Falk Ritter (now part of MAC Group): German exhibition stand construction company with comparable full-service model, in-house production, and Central European market focus. Typical mid-sized direct peer in DACH booth builder market.

Regional players

• Expo Eventia / Messebau Austria peers: Austrian and DACH regional exhibition stand builders that compete directly with STANDout in the home market on custom booth construction, rental, and event services for Central European trade fairs.
• Skoff Design: Austrian booth builder and event services provider with comparable custom design, fabrication, and installation offerings. Direct regional competitor in Austria.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/standout-eu
• Facebookfacebook.com/standoutteam

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 STANDout