Messe Frankfurt has officially announced a significant leadership transition within its Technology Shows division, appointing Vivien Altmann-Morelli as the new Director of Texcare International and the associated brand Textile Care & Cleaning Technologies. Effective May 1, 2026, Altmann-Morelli will assume responsibility for one of the most influential portfolios in the global trade fair circuit, overseeing not only the flagship Texcare International event in Frankfurt but also a suite of international satellite shows and the Food Technologies brand, including the world-renowned IFFA. This appointment marks a strategic move for the organization as it seeks to integrate sustainability and digital innovation deeper into its industrial trade fair offerings.
Altmann-Morelli succeeds Johannes Schmid-Wiedersheim, who has held the directorial position since 2016. During his decade-long tenure, Schmid-Wiedersheim was instrumental in navigating the challenges of the global pandemic and revitalizing the brand’s international presence. As he moves on to pursue new professional opportunities, the leadership baton passes to a professional with a proven track record in sales, event marketing, and sustainability management within the Messe Frankfurt ecosystem. In her new capacity, Altmann-Morelli will report directly to Kerstin Horaczek, Vice President of Technology Shows at Messe Frankfurt Exhibition.
Professional Background and Strategic Alignment
Vivien Altmann-Morelli brings a diverse and specialized skill set to the role of Director. A graduate in business administration with a focus on sales and event marketing, she joined Messe Frankfurt in 2019. Her initial role as a Sales Manager in the Guest Events division allowed her to develop a keen understanding of the logistical and commercial complexities involved in hosting large-scale international gatherings. By 2023, she had transitioned into the role of Coordinator for Guest Events, where she managed interdisciplinary projects that required high-level coordination across various service departments and external stakeholders.
Perhaps most significantly for the future of the Texcare brand, Altmann-Morelli has been a key member of Messe Frankfurt’s Sustainability Management team. In this role, she contributed to the strategic development of the company’s sustainability activities, aligning the organization’s operations with global environmental, social, and governance (ESG) standards. Given that the textile care industry is currently undergoing a massive transformation toward energy efficiency, water conservation, and circular economy models, her expertise in sustainability is expected to be a cornerstone of her leadership.
"Texcare in Frankfurt is the leading trade fair for the international textile care industry and a central hub for global technology leaders as well as emerging players," Altmann-Morelli stated upon her appointment. "As an innovation platform, it provides key impulses for sustainable, efficient, and future-oriented growth. I am very much looking forward to becoming part of this global network and to helping shape the future together."
The Texcare Global Portfolio: A Hub for Industry Innovation
The responsibilities under Altmann-Morelli’s purview are extensive, covering the primary Frankfurt event and four major international shows. Texcare International, held every four years in Frankfurt am Main, serves as the premier global meeting point for the laundry, dry-cleaning, and textile services industry. It is where the world’s leading manufacturers of machinery, chemicals, and digital systems debut their latest advancements to an audience of professional cleaners, industrial laundry operators, and textile service providers from the healthcare, hospitality, and workwear sectors.
In addition to the flagship event, Altmann-Morelli will oversee the brand management of the following international events:
- Texcare Asia & China Laundry Expo (TXCA & CLE): Based in Shanghai, this is the leading trade fair for the laundry and dry-cleaning industry in Asia, reflecting the rapid industrialization and rising hygiene standards in the region.
- Texcare France: A vital regional hub that addresses the specific regulatory and market needs of the French-speaking textile care sector.
- The Clean Show (USA): Often cited as the largest event for the laundering, dry cleaning, and textile services industry in North America, this show is a joint venture that plays a critical role in the transatlantic technology exchange.
- Clean India Show: A key platform for the burgeoning Indian market, focusing on the professionalization of cleaning and laundry services in one of the world’s fastest-growing economies.
Expanding Influence: Food Technologies and IFFA
In a move that highlights the cross-industry synergies within Messe Frankfurt’s Technology Shows, Altmann-Morelli will also lead IFFA and oversee the Food Technologies brand. IFFA, held in Frankfurt, is the world’s leading trade fair for the meat and alternative protein industry. While seemingly distinct from textile care, the two sectors share significant overlaps in hygiene standards, automation requirements, and the need for high-performance industrial garments.
The Food Technologies portfolio focuses on the entire process chain of food production, from processing and packaging to food safety. By placing both Textile Care and Food Technologies under a single director, Messe Frankfurt likely aims to leverage commonalities in technological trends—such as the "Internet of Things" (IoT) in manufacturing, robotic handling, and stringent sanitary regulations—to create a more cohesive experience for exhibitors and visitors who operate across these industrial boundaries.
Industry Context and Market Data
The appointment comes at a critical juncture for the textile care industry. According to market research, the global commercial laundry machinery market was valued at approximately USD 4.8 billion in 2023 and is projected to reach over USD 6.5 billion by 2030, growing at a CAGR of roughly 4.5%. This growth is driven by several factors that Altmann-Morelli will need to address through the Texcare platforms:
- Sustainability and Resource Efficiency: Industrial laundries are among the highest consumers of water and energy. There is a massive push for "Green Laundry" technologies that recycle up to 80% of process water and utilize low-temperature detergents to reduce carbon footprints.
- Labor Shortages and Automation: Across Europe and North America, the textile care sector faces a chronic shortage of skilled labor. This has accelerated the adoption of AI-driven sorting systems, robotic folding machines, and autonomous guided vehicles (AGVs) within laundry facilities.
- Hygiene and Healthcare: Post-pandemic, the demand for certified hygienic laundry processes in hospitals and care homes has remained at an all-time high, requiring sophisticated tracking and verification technologies.
- Digitalization: The integration of RFID (Radio Frequency Identification) in textiles allows for real-time tracking of workwear and linens, optimizing supply chains and reducing losses for textile rental companies.
Chronology of Leadership and Event Cycles
The transition in May 2026 aligns with the preparatory cycles for the next major iterations of these global shows. Johannes Schmid-Wiedersheim’s departure marks the end of a decade characterized by the digitalization of the fair experience. Since 2016, the Texcare brand expanded its digital footprint, offering hybrid event formats and year-round networking platforms.
Timeline of Recent and Upcoming Milestones:
- 2016: Johannes Schmid-Wiedersheim appointed Director.
- 2019: Vivien Altmann-Morelli joins Messe Frankfurt.
- 2020–2022: The industry navigates the COVID-19 pandemic, leading to the postponement of several major shows and a shift toward hygiene-centric technology.
- 2023: Altmann-Morelli moves into a coordination role, managing large-scale guest events and sustainability initiatives.
- May 1, 2026: Altmann-Morelli officially assumes the Directorship.
- 2026–2028: Key window for the next cycle of Texcare International and IFFA, where new leadership will set the tone for the late 2020s industrial landscape.
Broader Impact and Strategic Implications
The selection of a director with a background in sustainability management is a clear signal from Messe Frankfurt’s board. Trade fairs are no longer merely sales floors; they are increasingly becoming "knowledge hubs" where policy, technology, and environmental responsibility intersect. Altmann-Morelli’s task will be to ensure that Texcare and IFFA remain the primary venues where these conversations happen.
Industry reactions to the appointment suggest a positive outlook. Observers note that her experience in the "Guest Events" division provides her with a unique perspective on customer service and exhibitor satisfaction—qualities essential for maintaining the loyalty of global manufacturing giants like Miele, Jensen Group, and Kannegiesser. Furthermore, her role in sustainability suggests that future editions of Texcare will likely feature expanded "Green Trails" or dedicated zones for circular economy innovations.
From a corporate perspective, the consolidation of the Food Technologies and Textile Care brands under her leadership suggests a move toward operational efficiency within Messe Frankfurt itself. By sharing best practices in brand management across these two vital sectors, the organization can better navigate the complexities of global trade, such as shifting supply chains and the increasing importance of the Asian and North American markets.
As the industry prepares for the 2026 transition, the focus remains on how these massive platforms will evolve to meet the dual challenges of ecological transition and digital transformation. With Vivien Altmann-Morelli at the helm, Messe Frankfurt appears positioned to lead these industries into a more sustainable and technologically integrated era.
