Spring Fair Celebrates Retail Community Through New Campaign Film
Spring Fair has launched a new campaign film for its 2027 A Love Letter to Retail initiative.
The campaign celebrates the people, passion and relationships that shape the retail industry. It also invites professionals across the sector to share their own retail stories.
The film has been released ahead of Spring Fair 2027, scheduled to take place at NEC Birmingham from 7 to 10 February 2027.
The initiative builds on the campaign introduced earlier this year. It explores why people choose retail as a career, business and long-term professional journey.
From discovering new products to developing relationships with customers and suppliers, the film highlights the experiences that make retail meaningful.
Retail Leaders Share Their Experiences
The campaign film brings together voices from different parts of the retail community.
Participants discuss the excitement of discovering new products, the importance of customer relationships and the continuous evolution of the retail landscape.
Ray Clacher, CEO of Morleys Department Stores, reflects on his more than four decades in the industry:
“Retail has been part of my life for over 40 years. When you spend that long doing something you love, it becomes so much more than a career. It’s never really been a job; it’s been a vocation. It’s the people, the products, the constant change and the excitement of never knowing what you’re going to discover next.”
For Bruce Langlands, CEO of Trotters, retail is defined by its pace and human connections:
“It’s fast paced, it’s constantly changing. And above all, it’s about real people and real needs. Every day feels different. There are always new opportunities, new ways to make the experience better for our customers.”
Jonathan Sellwood, Founder of Barnbury, highlights the role of product discovery and customer engagement:
“The fun starts with sourcing new products from around the world. We never quite know what’s going to sell, and there’s nothing better than watching an unexpected product become a real hit. The best part is when someone walks into the shop. The products, the displays and the personal service – it’s what makes it all worthwhile.”
Meanwhile, Pauline Connelly, Director at Daisy Home, focuses on the importance of community:
“Retail is about community. It’s about real interactions, personal service and getting to know who walk through our doors. We love being able to shape the store around customers.”
Spring Fair Highlights the Power of Industry Connections
The film concludes with reflections from Fay Tranter, Event Director at Spring Fair.
She discusses the role of the event in bringing together retailers, buyers, founders and suppliers.
“For more than 75 years, Spring Fair has brought the industry together. And while retail is constantly evolving and changing, the heart stays the same. People back people; a buyer taking a chance on something new; a founder seeing their product on the shelf for the first time; a conversation that becomes an order, a partnership, the start of something bigger.”
She adds:
“Those moments are why Spring Fair exists. To bring people together. The ideas, the products that keep retail moving forward. So, to everyone who puts their passion, creativity and belief into this industry, this is our love letter to you.”
Spring Fair Invites the Industry to Share Its Story
Spring Fair is opening its Love Letter to Retail campaign to the wider retail industry.
Retailers, buyers, brands, suppliers and other professionals can share the people and experiences that shaped their connection with retail.
The campaign invites stories about:
- The shop where someone received their first job.
- A buyer who offered a first opportunity.
- A supplier who became a friend.
- A product that transformed a business.
- A loyal customer who continues to return.
- The personal reasons behind a career in retail.
Industry members can submit their stories through the official campaign page:
Share Your Love Letter to Retail
The campaign will continue throughout the build-up to and during Spring Fair 2027.
At the event, the initiative will feature creative installations, authentic stories and immersive experiences across the show.
Spring Fair 2027 Event Details
Event: Spring Fair 2027
Dates: 7–10 February 2027
Venue: NEC Birmingham
Website: www.springfair.com
Campaign: A Love Letter to Retail
