Glee has announced a partnership with the British Home Enhancement Trades Association (BHETA) and British Independent Retailers Association (Bira) at this year’s show, further strengthening its new DIY sector and creating a central hub for DIY suppliers looking to connect with garden retailers at the leading international exhibition.

The exciting development sees BHETA and Bira come on board to support the debut of a DIY sector at Glee, providing a platform for members to engage with their target audience, whilst giving retail buyers from right across the garden and home improvement industry direct access to innovative products and suppliers that can generate real sales growth.  

In the absence of a national DIY trade show in the UK, the addition of a new DIY sector at Glee 2023 creates significant opportunities for DIY and hardware retailers to engage with suppliers and brands in an environment conducive to doing business. It also opens doors for garden retailers keen to explore a brand-new category that offers real growth potential, as BHETA members join the line-up of suppliers and brands showcasing their DIY ranges at the show. The partnership with these leading trade associations will expand the array of products available to visiting buyers, whilst drawing even more retailers through the doors and diversifying the show’s audience.

BHETA and Bira will host a dedicated village at the show, where existing and potential new members can secure facetime with both organisations, creating valuable networking opportunities.

Bira.co.uk Director of Membership & Marketing, John Halliday said of the partnership: “Bira is excited to return to Glee and support the reintroduction of hardware and DIY to the show’s wide range of sectors. There has been a lack of relevant events for these sectors in recent years and we’re pleased there is now a key event for hardware and DIY business owners to explore and source products and services specifically for them, as well as a place for Bira to engage with members and make new contacts from across the country.”

BHETA Sector Manager for DIY, Home Improvement and Garden, Keeley Vernon commented: “The BHETA team is excited to be working with Glee for the first time on a DIY sector in the BHETA Bira Village.

“Trade shows have a crucial part to play in the relationship between suppliers and retailers, and the Glee audience provides an excellent opportunity for DIY exhibitors. We are looking forward to a busy three days!”

Glee Director, Matthew Mein added: “Having Bira and BHETA on board strengthens our goals in developing this sector and adds real credibility. In addition to helping us promote Glee to their suppliers, this partnership will also enable Bira to reach out and encourage their large database of independent retailers to attend Glee. We have then worked with BHETA to communicate this opportunity to the DIY brands in their membership base to exhibit at Glee to improve their access to DIY retail and garden centre businesses. We have managed to book in a number of Bira suppliers and BHETA members for the show this week and have 12 exhibiting in our new DIY sector, which is a good start to build on, going forward. The great news is that there is already a good level of interest from members who will be visiting Glee 2023, with a view to exhibiting next year.”

Find out more 

Glee connects the garden industry to inspire change, drive growth and launch innovation​. Entry to Glee is free of charge to all pre-registered visitors. Simply register via the Glee website at: http://www.gleebirmingham.com/register  To enquire about exhibiting at Glee 2023, which will take place June 27th – 29th at the NEC, please call +44 (0)203 3545 9752.

To keep up to date on the latest Glee news visit www.gleebirmingham.com.