Spring Fair, the UK’s leading retail buying event, is set to take place from 7th to 10th February 2027 at NEC Birmingham, with a strong focus on the next generation of retail favourites. The event has already booked over 200 brand-new exhibitors, a 16% increase from the same point last year.
The new businesses span various categories, including gifting, greetings, home, fashion, beauty, food and drink, and children’s products. The majority of these businesses are UK-based, with others hailing from countries such as Hong Kong, Australia, Nepal, France, Zimbabwe, and India.
New Exhibitors and Trends
Fay Tranter, Event Director of Spring Fair, noted that retailers are always on the lookout for the next product that will catch a customer’s eye. With over 200 new exhibitors already confirmed, the event is expected to showcase a wide range of fresh products and ideas.
According to Tranter, this year’s new-business line-up is full of individuality, fresh thinking, and brands with stories worth sharing. Buyers such as Clare Barton from Dunelm and Danielle Cunningham from The Royal Yacht Britannia agree, citing Spring Fair as a great opportunity to find new products and discover the next big thing.
New for 2027, Spring Fair will introduce curated destinations designed to help buyers discover the products and trends shaping retail’s next chapter. The Gift Edit, The Design Edit, The Fashion Edit, and The Conscious Fashion Edit will offer editorial showcases spanning distinctive gifting, design-led products, contemporary fashion, and conscious style, helping retailers work through the show and find collections aligned with their customers and brand identity.
The Gift Edit will feature a selection of design-led gifts, including luxury hand-poured candles from Bayliss & Bentley and contemporary home products from Chickidee. Mbira Home will showcase objects shaped by hand in Zimbabwe.
In the jewellery sector, One & Eight will make its first appearance at Spring Fair with contemporary jewellery and handcrafted porcelain pieces, using recycled silver where possible and plastic-free packaging.
Spring Fair’s New Business Pavilion will provide a platform for emerging businesses to connect with buyers and introduce their products to the retail market. Participating businesses include Anxious Alfie, Magic Mesh, and SCHOENHUT, which offer a range of children’s and toy products.
Jen Jenivive will be showcased in the New Business Pavilion, offering a bold and irreverent approach to gifts, including books, mugs, clothing, and merchandise. The Twisted Willows Candle Co. will also be featured, offering a range of luxury candles and home fragrances.
Supporting Emerging Businesses
The 2027 Spring Fair x #SBS Small Business Sunday competition will see 18 winners exhibit at the event for the first time, with fully funded stands providing a platform for these entrepreneurs to introduce their brands to thousands of retail buyers.
Highlights from the competition winners include Olive Tree Makes, which offers handcrafted clay keepsakes and uplifting gifts, and Share A Little Frankie, which turns hand-drawn wildlife and vintage vehicle illustrations into UK-made cards and giftware. Saffire Chocolates, a third-generation Norfolk chocolatier, will also be showcasing its small-batch luxury chocolates.
Cuppa Kindness will combine mindful tea infusions with positive affirmations and guided meditations. These businesses will be showcased in the #SBS Village, providing a unique opportunity for retail buyers to discover new and innovative products.
The partnership with retail entrepreneur Theo Paphitis has awarded over 100 free exhibition stands to small businesses, with this year’s record intake representing a 50% increase on previous years.
