Glee 2014 has been hailed a success by the garden retail industry, and organisers i2i Events have already booked over 50% of the stand space for the 2015 event.
i2i Events had promised a show that would be revitalised, re-energised and delivering something different. Initial feedback from both exhibitors and visitors indicated this promise was delivered. Featuring a new location and layout within the NEC, plus a raft of value-added features and an unrivalled, international mix of more than 500 major brands and specialist suppliers from across the garden, landscaping, home, pet and leisure sectors, Glee offered buyers and suppliers the market’s strongest business-building and networking opportunity for several years.
Strong attendance: Despite overall buying consolidation across the industry, the show delivered an audience of 7,066 visitors, with revisits boosting overall footfall equal to 8,085 - equaling 2013’s footfall figures - across the three days.
Longer visits: Early data also shows that people were not only staying at Glee for longer – often attending the entire duration of the show in order to maximise the wealth of new products and innovation on offer – but the quality of visitors was noteworthy too.
More top buyers: This year’s Glee attracted more visitors from top retailers, such as leading UK garden centres, builders’ merchants, multiple retailers, and DIY stores, with many sending large sales teams to the show to ensure no stone was left unturned.
More decision makers: Glee also saw more key decision makers attending the show. With direct buying power and company strategy at the forefront of their minds, these visitors came to Glee ready and willing to do business – and they certainly didn’t disappoint, as Glee’s event manager Matthew Mein explains: “This year Glee was very much about delivering an audience of quality; one that was dedicated to optimising the sales and profit opportunity that the exhibition offers. For many suppliers, the 2014 exhibition was one of the busiest on record, with sale targets being smashed, order books running out and new product launches drawing more attention than ever before.”
More top brands than ever before: This year’s Glee delivered even more exhibitors, with over 500 brands filling the show. Key names included Westland, Gardman, Scotts, Kelkay, Petface, Smart Garden, Deco-Pak, Handy Distribution, Forest Garden, Kaemingk, Elho, Johnsons Lawn Seed, Pattimax, Woodlodge, Burgon and Ball, Briers and Apta. There were also 219 companies that had never before exhibited or were making their return to Glee during 2014.
Rebooking surge sees Glee 2015 already 56% full: Matthew Mein also shared some exciting news regarding Glee 2015. He said: “The feedback we’ve had from exhibitors and visitors alike has been superb. It’s clear to see that the changes that have taken place have helped move the industry towards the 2015 season on an incredibly positive and profitable note. Feedback has in fact been so great, that we have already rebooked over 56% of the 2015 floorplan. Our onsite sales team were inundated with booking forms, as exhibitors scrambled to secure their place at next year’s show. This is by far the strongest response we’ve experienced to our rebooking programme, so much so that Glee present booking status is equal with where we were in January of this year. This means we’re in a fantastic position to grow Glee beyond the 12% growth that we achieved in 2014. It’s an extremely exciting prospect.”
Finally Matthew Mein extended his thanks to this year’s partners and sponsors GIMA, the HTA, Gardenex, Garden Centre Association, UK Trade & Investment, Garden Trade News, Garden Connect, Garden Trade Specialist, Horticulture Connected, and FCL Global, this year’s logistics partner, and 2014 Food & Catering Hub partners Blue Cap Coffee and Catering Design Group.
