New year-round initiative invites the global retail community to share the stories behind the shops, brands and relationships that make retail extraordinary
For more than 75 years, Spring Fair has brought together the people, products and ideas that shape retail. In 2027, the UK’s largest retail trade show for Home, Gift and Fashion is putting those people centre stage with the launch of A Love Letter to Retail, a new year-round celebration of the passion, creativity and relationships that continue to drive the industry forward designed to feel editorial, cinematic, deeply human and community-led.
Over the past few years, Spring Fair has listened closely to retailers, exhibitors and buyers about what they value most. While product discovery remains central to the show, one message has come through consistently: retail is powered by people. A Love Letter to Retail is Spring Fair’s response, celebrating the relationships, community, stories, and shared experiences that make the industry unique.
At its heart, the theme is about recognising why people choose retail. It celebrates not only what the industry creates, but the people who dedicate their careers, businesses and lives to it. More than a creative theme, A Love Letter to Retail is an invitation to retailers, buyers, brands, makers and industry partners from across the UK and around the world to share the stories that make retail such a unique industry – the initiative celebrates the people behind every product, every purchase and every business.
Fay Tranter, Event Director at Spring Fair said: “Nobody chooses retail because it’s easy. They choose it because they love it. Behind every shop, brand, buyer and exhibitor is someone with a story to tell, and those stories deserve to be celebrated. We’ve spent the last few years listening to what retailers want from Spring Fair. Again and again, we’ve heard that the relationships, conversations and sense of community are just as valuable as discovering new products. A Love Letter to Retail is our way of celebrating that, while recognising the incredible diversity of the global retail community we’ve been proud to bring together for more than 75 years.”
A place for the retail community
At the heart of the campaign is an invitation for retailers, global brands, exhibitors, buyers, designers and entrepreneurs to share the moments, relationships and experiences that have shaped their retail journeys.
Among the first contributors are Katie Gibbs, owner of OSO Boutique, who describes retail as “a privilege” and “a space that brings people together”, Caroline Cornabé of QVC, who believes “retail is about connection and feeling”, and Ray Clacher, CEO of Morleys Department Stores, who says: “Retail is as much a part of my life as my family.” Alongside voices from John Lewis, Wolf & Badger and Barclays, their stories mark the beginning of a growing collection celebrating the people who make retail such a vibrant, resilient and rewarding industry.
The campaign will come to life throughout the Spring Fair experience through beautifully crafted creative installations, authentic stories from retailers and industry leaders, and immersive storytelling moments across the exhibition, encouraging visitors to reflect on what retail means to them and the role they play within the industry.
Spring Fair’s main content stage will be reimagined as The Heart of Retail Stage, bringing together some of the industry’s most influential leaders to share the ideas, experiences and conversations shaping the future of retail. The campaign will also come to life through collaborations with industry partners and communities, reinforcing Spring Fair’s role as a place where relationships are built, ideas are exchanged and retail moves forward together.
Spring Fair returns to the NEC Birmingham from 7th – 10th February 2027, bringing together thousands of retailers, buyers, brands and industry professionals from across the UK and around the world for four days of product discovery, expert insight, networking and inspiration.
For more information, visit www.springfair.com.
