Spring Fair 2027 opens the door to UK retail for international brands

With 40,000+ visitors, buyers from 147 countries and a growing international exhibitor community, Spring Fair offers global brands a platform to build UK retail relationships and accelerate growth

Spring Fair, the UK’s leading home, gift and fashion retail trade show, is inviting international brands to discover new commercial opportunities in the UK market when the show returns to the NEC Birmingham from 7th – 10th February 2027.

Bringing together more than 40,000 visitors and 1,500+ exhibitors across gift, home, fashion, jewellery, beauty, licensing, outdoor living, food and drink and more, Spring Fair offers international businesses a direct route to UK retailers, distributors and buying teams. With buyers attending from 147 countries, it also provides a valuable meeting point for brands looking to expand their reach beyond their domestic markets.

The show’s international community continues to grow, with 20% more international brands and a 30 percent increase in new brands. For brands seeking new stockists, distribution partners or a platform for launching collections, the show offers the scale of a major retail buying event alongside the opportunity to build relationships face to face.

A gateway to the UK market

The UK is a significant retail opportunity. With £537 billion in total UK retail sales and a gifting market worth £19.2 billion in 2025, the scale of the opportunity for brands across the show’s core categories is immense.

Recent consumer spending data also points to continued demand across parts of non-grocery retail. The picture is not uniform across every category, however, making product differentiation, commercial pricing and a clear understanding of the buyer increasingly important.

For international brands, Spring Fair offers the chance to meet retailers actively sourcing new products, understand what UK buyers are looking for and assess how their ranges could fit the market. Its audience spans independent retailers, multiples, department stores, garden centres, boutiques, gift shops, museums and lifestyle businesses, giving exhibitors opportunities to explore routes to market across a broad range of retail channels.

86 percent of Spring Fair visitors hold purchasing power and 81 percent are placing or planning to place orders at the show. With 38 percent of products presented as exclusive launches, Spring Fair is designed to help buyers discover newness and help brands stand out in a competitive market.

International brands already on board

Spring Fair 2027 is building an international line-up across its product destinations. Confirmed international exhibitors include Italian lifestyle and gifting brand Legami, design-led gift brand Kikkerland, sustainable pet lifestyle brand Cafide, German home and lifestyle business GILDE, Dutch design brand Present Time, French jewellery brand Zag Bijoux, Spanish accessories brand Soruka, French premium home fragrance brand Estéban Paris Parfums, 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.

Already working with UK retailers including John Lewis and Blue Diamond, Estéban Paris Parfums is looking to build on its established presence and develop new relationships with garden centres and other retail stockists at Spring Fair 2027.

Among the latest additions, Ysti will join The Gift Edit, offering UK retailers the opportunity to create their own private-label candle and fragrance collections, helping them develop distinctive, exclusive ranges for their customers. Exhibiting in Hall 4, helen b brings a playful and expressive approach to illustrated gifts and lifestyle products, featuring the distinctive designs of Ghent-based illustrator Helen Blanchaert.

Together, these brands illustrate the breadth of international product discovery at Spring Fair, from contemporary gifts and home accessories to fashion, jewellery, children’s products and design-led lifestyle ranges.

For new and established international exhibitors alike, the show provides a platform to present collections directly to buyers, gather market feedback, develop stockist relationships and introduce products to retailers who may not otherwise encounter their brands.

More than four days on the show floor

Spring Fair’s value for exhibitors extends beyond the opportunity to display products. A dedicated account manager, exhibitor marketing support, online brand profiles and targeted buyer outreach help businesses prepare for the show and make the most of their participation

Exhibitors can also benefit from the show’s wider programme of retail insight, trend discovery and buyer engagement, creating additional opportunities to connect with the people shaping retail decisions. New for 2027, The Gift Edit will showcase premium, trend-led and design-driven gifting, while The Design Edit, The Fashion Edit and The Conscious Fashion Edit provide further curated destinations for distinctive brands.

The NEC’s location is another advantage for international businesses. Birmingham Airport is one mile from the venue, connected by a free two-minute air-rail link, while Birmingham International railway station sits alongside the exhibition halls. With 140+ international air routes and 75% of the UK population within a three-hour drive of the NEC, the venue offers convenient access for both overseas exhibitors and domestic buyers.

Spring Fair also recognises that successful entry into a new market requires preparation. International brands are encouraged to arrive with a clear wholesale proposition, competitive UK price points, viable retailer margins, reliable stock availability and flexible opening orders where possible. Understanding UK product compliance, labelling, delivery terms and import costs is equally important when building confidence with prospective stockists.

Get ahead of 2027 with Spring Fair’s Fashion Webinar

To help brands prepare for the opportunities ahead, Spring Fair is hosting a Fashion Webinar for UK and international businesses on 5^th November at 14.00 GMT. The session will explore what is different about Spring Fair 2027, why February is a key moment to set brands up for success in the year ahead, and how exhibitors can stand out in a competitive market. It will also share practical advice on how brands can make the most of Spring Fair and Hyve’s extensive, high-quality retail audience before, during and after the show, helping them build visibility, connect with the right buyers and maximise the value of their participation. Register for the Fashion Webinar here: Spring Fair 2027 – Fashion Webinar.

Spring Fair 2027 takes place from 7th – 10th February 2027 at the NEC Birmingham, UK.