20,000 of retail’s biggest names have visited the 75th edition of Spring Fair, the UK’s largest retail trade show for Home, Gift & Fashion at the NEC Birmingham, so far this week with buyers enjoying fascinating free talks and masterclasses with licensing and retail experts including Jeff Banks, Laurence Llewelyn-Bowen, and Andrew Xeni.
Buyers from Marks & Spencer, The Very Group, Fenwick, Robert Dyas, Next, Moonpig, Matalan, B&Q, Tesco, Wayfair, ALDI, The Designer Rooms, Claire’s, TJ Hughes, Booths Supermarkets, QVC, The Walt Disney Company, Scribbler, Scotts & Co, Plümo, Dunelm, Royal Botanic Garden, TJX, Barkers, Duchy of Cornwall Nursery, V&A Enterprises, Mackenzie’s, Hoopers, Currys, Blue Diamond, Ryman, TK Maxx, Cardzone, Cotswold Trading, Choice, Budgens, Morleys Group, Fishpools, Waterstones, Peacocks, Pets at Home, Mackays, Elphicks, Voisins, Hush, The National Trust, Boyds Stores Ireland, Warner Bros, Freemans, Barnardo’s, Paper Tiger, Dobbies Garden Centres, British Garden Centres, Blenheim Palace, Blue Cross, Anne Furbank, Jarrold Department Store, Arsenal FC, Merlin Entertainments, Cotton Traders, Interflora, Lark London, British Museum, N Brown, F Hinds, Specsavers, nkuku, London Transport Museum, And So To Bed, The Perfume Shop, Science Museum, Hamleys, McEvoys, National Portrait Gallery, The Crown Estate, Poundland, Westfield, Ulster Stores, and thousands more independents attended, with a further 18,000 expected over the next two days.
Katie Elmer, Buyer for Stationery, Vases and Flowers/Plants at John Lewis said, “Connecting with a lot of existing brands under one roof is great. We went to Top Drawer last week to see some brands, but Spring Fair offers lots more. Seeing a brand’s full range together is nice to see, especially how they merchandise and present it. I’m looking forward to the talks and Gift Of The Year, we like to hear from industry professionals and the advice they give.”
Many buyers commented on their quest for newness. Priya Aurora-Crowe from Lark London said, “This is a really important event in our buying calendar because of the wide range of brands in comparison to other trade shows, like in London. We’re looking forward to finding lots of newness and new suppliers in the show.”
Tracey Beaumont from Cannon Hall Garden Centre said, “It’s the biggest show of the year and we can get a lot of products here, we always find somebody new. We’re doing more Christmas than usual this year too.”
Niloufar Noorbakhsh from Jumping Bean enjoyed the opportunity to meet existing customers in person, saying, “Spring Fair is a great place to connect with our existing suppliers and also see what new products they have on offer. In terms of seeing and ordering products, I find it’s always best to do this is person with a physical product, I love online platforms but being able to see a product in person can be such a different experience.”
Julia from Jules at Home enjoyed the show experience and Buyer’s Lounge, “I’m an ex-John Lewis Manager of 20 years and have had my own business of retail, home and schoolwear so I’ve been to many trade fairs. But this one has a lovely feeling, it’s relaxed and we’ve felt very looked after. A few goodies, a coffee, this time I don’t want to leave, and I usually do!” Merchandiser Hollie Gallant added, “It was lovely. The layout is accessible, the staff were all smiles, super friendly. We have been to similar shows but the atmosphere here is much more comfortable.”
Hundreds of new brands presented their new products and collections, and the mood across the show floor was upbeat and positive with brands commenting on the energy of the show, the quality and diversity of buyers, and the importance of seeing products and customers in person.
Marc Carey from exhibitor Incredible Socks said, “Spring Fair has been a fantastic opportunity for Incredible Socks as we pioneer into the UK market. As a new brand, it’s been great to introduce our range to both UK and international buyers, and the response has been really positive. We’ve met a diverse mix of buyers, from multi-brand retailers and gift shops to menswear stores and e-commerce businesses, all showing strong interest in our sustainable bamboo socks. It’s exciting to showcase the different options we offer to meet their customers’ needs, and even better to be confirming orders on-site. The energy at Spring Fair is incredible, and we’re loving the chance to connect with retailers who share our passion for quality, sustainability, and standout design!”
Jo Holland from Jomanda was equally positive saying, “Oh my god it’s been amazing, we’ve been so busy, busy all day! We’ve had loads of new orders, including customers from Australia that have come to see us and placed huge orders!”
Simon Mitchell from New Business Pavilion exhibitor Green Laurels commented, “The show has gone really well so far, we’ve had a number of buyers coming along to the stand who have really good interest in sustainable products, it’s really encouraging to see people showing interest in something that is more environmentally friendly. This is our second year at Spring Fair which is good because we’ve seen several repeat customers and people showing continued interest which is very encouraging.”
Susan Sheil from New Business Pavilion newcomers No More Nasties said, “Things are going really well, it’s out first ever trade show and the feedback we’ve had is amazing, we’ve had lots of different retailers from small boutiques to some really exciting chain stores. It’s really great to be talking to people and getting exposure for our products!”
Having expanded their product range and moved into the Gift destination, Tom Willday from Willsow said, “It’s been really good today, lots of interest in our new products and placing orders at the show today. Good location, lots of visitors and buyers and a great buzz about it all!”
Tara Carlile-Swift, founder of Freckle Face said, “We have had a really successful day two of Spring Fair with lots of buyers visiting our stand to experience the products first-hand. Our new historical royal places range, along with our pick and mix melts have been a real hit.”
On the stages, licensing was a hot topic throughout the day with designer Jeff Banks delivering two talks on the success of his licensing business, as well as Poppy Marshall-Lawton, Vice President at Laura Ashley who was interviewed by Steve Manners from Licensing International on the brand’s transition to a licensing-only model and how it has reshaped the brand, driven growth and unlocked new opportunities for strategic partnerships. She talked about the importance of due diligence and finding the right partners to maintain brand standards and willingness to take on long term partnerships.
Later, Banks spoke candidly about his journey, starting as a textile designer and the launch of his first brand Cobbler, which he licensed in New York in the 60s. He told the audience that for successful licensing the brands need to offer, “Content, style, purpose, integrity, spirit, quality & value, and communication.” He added that, “when creating a brand license, sticking to the principles of its own style, quality, purpose and value is so important. A brand license needs feeding and nurturing and looking after like a brand-new baby.”
Laurence Llewelyn-Bowen returned to the show to host an informal chat about his licensing experience and how important it is to make the process organic rather than scientific. He said, “When you get a licensing deal right, it is really a collaboration. It has to be a very creative relationship between the designer, the manufacturer and the retailer. The collaboration starts from the beginning and becomes a mutual commitment to support each other’s expertise. A licensing relationship should not be constrained, it should be creative.”
Andrew Xeni, Founder of Nobody’s Child and Fabacus spoke at the Licensing Lab in the morning on licensing success and diversification at Nobody’s Child, looking at how the brand expanded its reach through partnerships and new product categories whilst maintaining its core value and brand integrity. He opened up to the audience, keen to let future designers know the pain and journey he went through to get to where he is today.
During his afternoon session at the Masterclass Studio, Xeni gave an informative talk on Digital Product Passports. Designed to revolutionise retail by creating transparent, traceable connections between brands and consumers, DPP’s are transforming supply chain visibility and customer engagement whilst driving sustainable practices across the digital commerce landscape.
From Click to Customer: Deliveroo’s Cross-Sector Journey in Digital Retail Excellence with Deliveroo’s Shopping Director Ron Sachs, visitors learnt about Deliveroo’s approach to retail, their brand collaborations, and adapting to evolving consumer expectations. Sachs explained how the brand is enhancing the shopping element of the app and collaborating with fashion brands such as Hurr to deliver rental dresses in 20 minutes, to now offering 600 single store operators delivering everything from flowers to Pokémon cards.
