Glee 2025 opens at the NEC Birmingham next week (16th – 18th September), with GIMA members once again shaping the story of the show. From heritage milestones and breakthrough launches to bold new ideas for the shop floor, their collective presence sets the tone for a season of energy, innovation and retail inspiration.
Birds, bees and biodiversity
Wild bird care takes an early lead. Countrywide Bird Food (12C22–D23) makes its Glee debut with eight new mixes, straights and treats, presented in fresh, modern packaging and supported by introductory offers and extended credit. It’s a confident launch that blends more than 60 years of heritage with contemporary shelf appeal.
Meanwhile, long-established player Henry Bell & Co (9H33–J34) celebrates an extraordinary 200 years in business. Its clean branding and extensive range continue to demonstrate why bird care remains one of the most reliable profit drivers in garden retail.
Anniversaries worth celebrating
This sense of heritage carries through the halls. At Tildenet Gardenware, Haxnicks (9G100) marks 30 years of sustainable growing innovation. Founder Damian Cardozo will cut the cake at 11:00am on Tuesday 16th September – a fitting tribute to a brand that turned Rootrainers, lightweight cloches and biodegradable pots into must-have tools for gardeners.
Elsewhere, Flymo (10G51–9B50) celebrates 60 years with a headline cordless innovation, while Kent Twines (9K84) looks towards its centenary with fresh investment and new product development designed to elevate everyday essentials.
For many visitors, Hall 9’s GIMA Business Village will be the natural starting point. Here, SBM Life Science (9H95) expands its portfolio with a partnership bringing Thermacell’s residue-free mosquito and midge solution into garden retail, alongside trusted names such as Baby Bio, Provanto and Phostrogen.
Newness and energy are the order of the day for many. Qwickhose (9G90) refreshes its look while retaining its proven JawGrip technology. Grass Gains (9J92) introduces Plant Gains, a fertiliser designed specifically for peat-free composts. Empathy by Plantworks (E31–F30) grows its biofertiliser and houseplant feeding ranges, supported by an enhanced AI assistant and online ordering.
Retail theatre also comes to life thanks to GIMA members. IHS Grow Lights (9K98) showcases plug-and-play lighting units with a show giveaway, while Wonderfuel (9E95) offers a compost solution that combines peat-free credentials with strong retail margins. Adding to the sustainability story, newcomer SealStop (9K97) introduces a simple but timely answer to water waste — a British-made automatic shut-off valve that clips to any container.
Innovation and impact in Hall 10
The story of innovation continues across Hall 10. Vitax (G61–B60) champions dahlias with a dedicated feed and other “easy choice” lines, while Altico (10F51–G50) delivers more than 70 new products spanning aggregates, water features and paving. A design collaboration with Katie Rushworth strengthens the brand’s call to “Make Any Garden Beautiful”.
Elsewhere, GARDENA (10G51–9B50) previews its 2026 range with exclusive deals, and Greenkey (10D40) adds more than 100 new SKUs across irrigation, décor and wildlife care.
Tools, tech and smarter growing
Smarter tools and growing solutions are another thread running through the halls. Burgon & Ball (B61–D60) relaunches its RHS-endorsed cutting tools with clearer navigation, more sustainable packaging and three new additions, while extending its popular Gifts for Gardeners into the home.
EP Barrus (12F40–G41) reinforces everyday sales with new Town & Country headwear, Artisan gloves and Wilkinson Sword Ultralight tools, building on the strength of the WOLF-Garten portfolio.
Outdoor living and décor
Outdoor living also takes centre stage. Woodlodge (10B51–C50, 10A51–B50) highlights its Heritage pots, ROOT indoor designs and W Garden Living furniture, while AMATA by EKJU (9J41–L40) introduces painted timber furniture that blends Nordic durability with colour-led style.
Décor specialists are equally ambitious. Primus (9K71) unveils its largest catalogue yet, adds more than 150 new lines and secures UK exclusivity for Nature’s Melody wind chimes. L V Bespoke (9H90) champions British-made garden metalwork, while Eastern Connections (9D65–E66), Meadow View Stone (11E51–F50) and Eco Fuego (12B31) each expand their natural stone, POS and outdoor heating solutions.
New exhibitors join the mix too. Lighting brand 4lite (10B64) arrives with solar and festoon collections, while Italian specialists Claber S.p.A and FITT S.p.A (12G28) bring water-saving irrigation systems and recyclable hoses that combine lighter handling with lower CO₂ impact.
Sustainability in action
Sustainability is no longer a side story but a thread running through the whole show. The MAD Company (12D61) simplifies peat-free growing with moisture-holding organics and brewer’s by-products. Hortiwool (9K90) demonstrates the benefits of wool pads and liners with a build-your-own potting bench experience.
Biolan (9G81) puts home composting in the spotlight, while Prestige Water (9G95) champions rainwater harvesting, and Super Ninja (9K91–L90) highlights recycled-material pest control. Together, these brands show how innovation and eco responsibility increasingly go hand in hand.
The breadth of offer is just as striking, just ask RocketGro (12G40) which will be introducing an Organic Approved All Purpose Fertiliser to sit alongside its composts. Elsewhere, AutoPot Global (10C71–D70) offers RHS-endorsed self-watering systems for houseplants and balconies.
Homefire (12A39) finds value in used coffee grounds with its Coffee Briquettes, while Biohort (10E81–F80) underlines premium garden storage with a 20-year warranty. Johnsons Lawn Seed (11A61–B60) teases a revolutionary lawn mix and a wildflower-inspired newcomer and Fargro (12G50–H51) unveils a lifestyle-led stand design and 200+ new products. Over at Durstons (11C41) look out for refreshed branding to match its market-leading peat-free composts. Clover Grow (9H73–J72) announces its acquisition of Flower Grow alongside a new eco range, and Anglo Eastern Trading (9H27–J78) introduces euro3plast to the UK. Finally, Primeur (11E61–F60) expands its Garden Central essential planters, evolves Tierra Verde designs and hints at a flat-pack planter concept for modern living.
Vicky Nuttall, GIMA Director, said: “Once again, our members are at the heart of Glee. From heritage brands celebrating milestones to innovative newcomers with solutions for today’s challenges, the strength and diversity of the GIMA community will be clear to see. Visitors to the show can expect inspiration, theatre and commercially focused innovation at every turn.”
From quick wins to category-shaping ideas, GIMA members are setting the pace for Glee 2025. Begin your journey in the GIMA Business Village in Hall 9, then follow the buzz throughout the halls.
Find out more
For further information about GIMA and its wide range of member benefits, please contact the GIMA Press Office on (01959) 564947 or info@gima.org.uk