Spring Fair will return to the NEC Birmingham from 7–10 February 2027, offering the United Kingdom’s leading home, gift and fashion trade show to a broad range of international brands seeking exposure on a national stage.
More than 40,000 visitors and over 1,500 exhibitors are expected across categories such as gift, home, fashion, jewellery and beauty, creating a busy marketplace where suppliers can meet buyers, media and trend-spotters all under one roof.
Buyers from 147 countries will attend, giving brands a direct route to UK retailers, distributors and buying teams that operate across both online and brick-and-mortar channels.
The international community is expanding, with a 20% rise in overseas brands and a 30% increase in new entrants since the last edition, signalling growing confidence in the event’s global reach.
The UK market represents £537 billion in total retail sales, while the gifting segment alone is projected at £19.2 billion in 2025, showing the commercial weight of the categories on display.
KPMG UK’s Q2 2026 report showed an 8.3% year-on-year rise in non-grocery retail spending, with health and beauty up 8.8%, highlighting the strength of discretionary categories that will be featured at the show.
Because growth is uneven across categories, product differentiation, pricing strategy and buyer insight are becoming increasingly important for exhibitors looking to capture market share.
Exhibitor lineup and buyer opportunities
Confirmed participants include Italy’s Legami, design-focused Kikkerland, Germany’s GILDE, France’s jewellery label Zag Bijoux and Belgium’s illustrated-gift brand helen b, each bringing a distinct aesthetic to the exhibition floor.
French fragrance house Estéban Paris Parfums, already stocked by John Lewis, aims to add garden-centre stockists, while Poland’s Ysti will offer private-label candle options through The Gift Edit, expanding its distribution network.
The audience spans independent shops, multiples, department stores, garden centres, boutiques, museums and lifestyle businesses, providing diverse routes to market for every type of exhibitor.
About 38% of showcased items are exclusive launches, designed to help buyers discover fresh products that have not yet appeared on shelves elsewhere.
Support services and logistics for exhibitors
Each exhibitor receives a dedicated account manager, marketing assistance, an online brand profile and targeted buyer outreach ahead of the event, ensuring that preparation begins well before the first door opens.
The show’s programme includes retail insight sessions, trend-discovery workshops and buyer-engagement opportunities such as The Gift Edit and The Design Edit, all aimed at sharpening commercial strategy.
NEC Birmingham sits a mile from Birmingham Airport and is adjacent to Birmingham International railway station, making travel straightforward for domestic and overseas participants.
75% of the UK population is within a three-hour drive of the NEC, offering convenient access for overseas exhibitors and their logistics partners.
Expanding international presence
New entrants such as Cafide, a sustainable pet-lifestyle brand, and Present Time, a Dutch design label, will join the exhibition floor, adding fresh perspectives on eco-friendly product ranges.
Buyer engagement and preparation tools
Exhibitors receive guidance on presenting clear wholesale propositions, setting competitive UK price points and offering retailer-friendly margins that align with market expectations.
Advice also covers maintaining reliable stock levels, allowing flexible opening orders and adhering to UK product-compliance, labelling and delivery standards, all of which are critical for smooth onboarding of new stockists.
A pre-show Fashion Webinar scheduled for early November will walk brands through market expectations, timing advantages of a February launch and tactics for standing out among a crowded buyer field, ensuring that participants are well-prepared before they set foot on the exhibition floor.
