The garden retail industry’s most anticipated event, Glee, is poised to mark a monumental milestone as it celebrates its 50th anniversary at NEC Birmingham, starting on Tuesday (10 September). 

However, this year, Glee not only celebrates half a century at the pinnacle of garden retail but also ushers in a new era with its return to a September dateline, based on comprehensive industry feedback.

Glee’s Evolution: A response to industry needs

Glee has long been a beacon for the garden retail sector, fostering growth and innovation. This year’s shift to a September date is a direct response to extensive consultations with industry stakeholders, ranging from independent retailers to large-scale suppliers. The feedback highlighted the need for a timing that aligns more closely with the industry’s evolving buying cycles and seasonal preparations. In a year where the season started later than ever the move has been celebrated across the board, as it means the key trade show is ideally positioned as the season draws to a close, and thoughts turn to the year ahead.

Matthew Mein, Glee’s Event Director, emphasised the importance of staying in tune with the industry’s pulse. “Our industry is constantly evolving, and Glee plays a crucial role in shaping the future of garden retail. By engaging with our community and understanding their needs, we can ensure that Glee continues to support our stakeholders effectively by providing a platform for growth, celebrating innovation and bringing the market together when it is needed most.

“This year, in particular, the new September dateline is more valuable than ever, as the season has taken longer than usual to start. With Glee running in autumn, buyers will be armed with a more in-depth knowledge of their needs for the 2025 season, primed to place orders and seek the innovation that will differentiate and enhance their offering in the year ahead.”

Innovative features and unmissable experiences

Glee 2024 promises to be an exceptional event, featuring eight carefully curated product sectors that showcase the best in garden care, outdoor entertaining, landscaping, and more. As always, the exhibition will also highlight the latest trends and innovations, providing a platform for an expected 400 brands, from well-known names to rising stars. The exhibitor list will be heaving with new brands, with almost 180 earmarked to make their debut at Glee 2024, with many of them exhibiting exclusively at the show. With so much newness under one roof, garden buyers have the perfect excuse to make a beeline for the Glee once the doors open on 10th September!

Key features of Glee 2024 include:

• New Product Showcase: Discover groundbreaking products that set the stage for future trends. Find it in it in a new home within the central hub, located between Halls 8 and 9.
• Talent Store: Launched in 2023, this design and inspiration hub discovers emerging talents and creative solutions in garden retail. Make sure you visit this dedicated area to vote for the fresh new talent within product merchandising.
• The Stage: Look out for a complete programme of content, all of which is designed to tackle burning issues and open the floor to the wider industry to discuss how the garden retail sector is set for future growth.
• Fire, Grill & Chill: This dynamic area is dedicated to outdoor entertaining, complete with live demonstrations and interactive experiences. A central hub for networking, this is the place to grab tasty, freshly cooked food whilst experiencing some of the outdoor cooking products on offer from exhibitors across the show.
• Green Heart: Celebrating plants and the central role they play in garden retail, this area will be thriving with a variety of plant displays and talks. Newly located within the main body for the show in Hall 10, Green Heart will also benefit from a new café area and will be home to Future Plants, an exciting display of the latest and most innovative plant breeding from UK and international growers.
• Join the celebrations

As the industry buzz for Glee’s latest development takes hold, Matthew Mein added: “We are now better placed than ever to invest in the show’s future. Whether it’s tackling those topics that are effecting change, building a platform for growth or providing a voice for the industry, we have a renewed long-term vision for Glee and look forward to bringing to market new content to support the continued advancement of garden retail.”

Be part of Glee 2024

Whether you’re a seasoned attendee or a first-time visitor, Glee 2024 offers endless opportunities to connect, learn, and grow. Don’t miss out on the chance to be part of the garden retail community’s most significant event of the year. Register today and join the industry in celebrating 50 years of excellence in garden retail at the NEC Birmingham.

To find out more please visit www.gleebirmingham.com or call +44 (0)203 3545 9752.