Following market feedback, the garden and outdoor living trade show Glee, held annually at NEC Birmingham, will now take place in September.
The change will be an immediate one and will take effect for the 2024 edition of Glee – just in time to mark the show’s 50th anniversary. The new dates are Tuesday September 10 to Thursday September 12.
The decision to change Glee’s timing follows months of consulting steering groups and industry-wide collaboration. The Glee team spoke to retailers, from small independents to the biggest multiples.
Boyd Douglas-Davies, the show’s new strategic advisor, said: “The full calendar was reviewed but September consistently embodied the ‘sweet spot’ for retailers and suppliers, with over 55% of steering group participants ranking September as the best month to hold Glee. By comparison, the second most popular choice, June, only had 15%. It wasn’t as simple as ‘June is wrong’ because we know it offered value for many, but the overall effectiveness of Glee as an event for business growth changed as we moved into a new chapter post-Covid, with buying cycles, lead-times and seasonality all impacting how our industry ‘shops’.
“One issue that many retailers voiced was about a lack of price lists available in June and, with a need for comprehensive data to support orders for the year ahead, the buying cycle was becoming unnecessarily extended.
“The September timing allows for the industry as a whole to be ready, including those that export, with the show perfectly positioned at the natural close of one season, and with a new one on the horizon. This will lead to a more streamlined process, with Glee marking the transition between seasons, with ordering finalisation, planning and preparation coming immediately after the event.
“From a logistics perspective, a September event also offers multiple benefits. Stores are quieter, with teams enjoying a brief reprieve before the festive season commences. It is also term time for most schools, meaning no crossover with the summer holiday season. This, in turn, allows retailers to bring bigger teams to Glee to be inspired and source new products and supply partners from the hundreds of exhibitors, innovators and new products that find their home at Glee every year.”
Glee event director Matthew Mein explained that the move is demonstrative of Glee’s desire to remain responsive to the needs of Glee’s represented sectors. He commented: “The success of Glee is aligned wholly with having our finger on the pulse of our industry. Through our latest research and continual dialogue, 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.
“To everyone who shared their thoughts on Glee’s timings, including those that kindly donated their time to join us at one of our steering groups, I’d like to say thank you. You have all been crucial in the development of this next chapter of Glee.”
The second edition of Source Garden will take place alongside Glee. Launched in 2023 as a standalone event, Source Garden is a key show for sourcing sustainable garden products and offers access to sectors including outdoor entertaining, garden tools, pets, and supply chain services.
To find out more or to register your interest in exhibiting Glee, visit www.gleebirmingham.com or call 0203 3545 9752.
