EVENT UPDATE

Spring Fair 2027 Opens UK Retail Opportunities

Published: 02/11/2026

Author: Fashion Value Chain

Spring Fair 2027 Opens UK Retail Opportunities for International Brands

With over 40,000 visitors, buyers from 147 countries and a growing international exhibitor base, Spring Fair offers brands a platform to connect with UK retailers and expand their market reach.

Spring Fair is inviting international brands to explore new business opportunities in the UK retail market. The leading home, gift and fashion trade show will return to the NEC Birmingham from 7 to 10 February 2027.

The event brings together more than 40,000 visitors and over 1,500 exhibitors across categories such as gifts, home, fashion, jewellery, beauty, licensing, outdoor living, food and drink. In addition, buyers from 147 countries attend the show, making it an important meeting place for brands looking to grow beyond their home markets.

Spring Fair’s international community continues to expand, with a 20% rise in international brands and a 30% increase in new brands. Therefore, the event offers businesses an opportunity to find new stockists, meet distributors and present collections directly to retail buyers.

A Gateway to the UK Retail Market

The UK offers a large market for international brands. Total retail sales reached £537 billion, while the gifting market was worth £19.2 billion in 2025.

Consumer spending also shows growth in several non-grocery categories. According to KPMG UK’s Q2 2026 figures, non-grocery retail spending increased by 8.3% year on year. Health and beauty spending also grew by 8.8%. However, demand varies across categories. As a result, brands need to offer clear product value, competitive prices and ranges that match buyer needs.

Spring Fair helps international exhibitors meet retailers who are actively looking for new products. It also gives brands a chance to understand UK market needs and explore different retail channels.

Visitors include independent retailers, department stores, garden centres, boutiques, gift shops, museums and lifestyle businesses. Furthermore, 86% of visitors hold purchasing power, while 81% are placing or planning to place orders at the show. With 38% of products presented as exclusive launches, the event also helps buyers discover new collections.

International Brands Join Spring Fair 2027

Spring Fair 2027 is building its international exhibitor line-up across several product categories. Confirmed brands include Italian lifestyle and gifting brand Legami, design-led gift brand Kikkerland, sustainable pet lifestyle brand Cafide and German home and lifestyle business GILDE.

The line-up also features Dutch design brand Present Time, French jewellery brand Zag Bijoux, Spanish accessories brand Soruka and French home fragrance brand Estéban Paris Parfums. Other exhibitors include home and lifestyle brand Umbra, toy and lifestyle brands Micki and Trixie, Polish candle and home fragrance brand Ysti, and Belgian illustrated gift and lifestyle brand helen b.

Estéban Paris Parfums already works with UK retailers such as John Lewis and Blue Diamond. At Spring Fair 2027, the brand aims to build on this presence and connect with more garden centres and retail stockists.

Meanwhile, Ysti will join The Gift Edit. The brand will offer UK retailers the option to create private-label candle and fragrance collections. This gives retailers a chance to develop exclusive product ranges for their customers.

Also exhibiting in Hall 4, helen b will present illustrated gifts and lifestyle products. Its range features the designs of Ghent-based illustrator Helen Blanchaert.

Together, these exhibitors reflect the range of products available at Spring Fair. They cover contemporary gifts, home accessories, fashion, jewellery, children’s products and lifestyle collections. For international brands, the show also offers a chance to gather buyer feedback, build new business contacts and introduce products to the UK market.

Support for International Exhibitors

Spring Fair offers support before, during and after the event. Exhibitors can access a dedicated account manager, marketing support, online brand profiles and targeted buyer outreach. These services help businesses prepare for the show and connect with relevant buyers.

In addition, the event features retail insights, trend updates and buyer engagement programmes. New for 2027, The Gift Edit will focus on premium, trend-led and design-led gifting. The Design Edit, The Fashion Edit and The Conscious Fashion Edit will also offer curated spaces for brands.

The NEC Birmingham provides convenient access for international exhibitors and UK buyers. Birmingham Airport is one mile from the venue and is linked by a free two-minute air-rail service. Birmingham International railway station is also located beside the exhibition halls.

Furthermore, the venue connects with more than 140 international air routes. Around 75% of the UK population lives within a three-hour drive of the NEC, making it accessible for buyers from across the country.

Preparing for the UK Market

Entering a new market requires careful planning. Therefore, Spring Fair encourages international brands to prepare a clear wholesale offer and competitive UK prices. They should also consider retailer margins, stock availability and flexible opening orders.

Understanding UK product rules, labelling requirements, delivery terms and import costs is equally important. These details can help brands build trust with potential retail partners and prepare for long-term business relationships.

Spring Fair to Host Fashion Webinar on 5 November

To help brands prepare for the 2027 edition, Spring Fair will host a Fashion Webinar for UK and international businesses on 5 November at 14:00 GMT.

The session will explain what is new at Spring Fair 2027 and why February is an important time for brands to plan their business activities for the year ahead. It will also cover ways to stand out in a competitive market and make the most of the event.

In addition, the webinar will share practical advice on using Spring Fair and Hyve’s retail network before, during and after the show. The aim is to help exhibitors improve brand visibility, connect with relevant buyers and gain more value from their participation.

Register for the Fashion Webinar: Spring Fair 2027 – Fashion Webinar.

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