The 2016 Glee exhibition may be the 42nd consecutive show, but its feature content and unrivalled industry support are set to work together to create one of the freshest and most exciting annual showcases for the garden retail industry when the doors open later this year (Monday 12th – Wednesday 14th September, NEC Birmingham).
Continuing with its successful theme of change, i2i Events – organisers of Glee – has confirmed that the 2016 show will benefit from a number of revisions, designed to maintain a fresh feel, whilst also better reflecting the changing trends within garden retailing.
Glee’s event director Matthew Mein explains: “Moving Glee into the NEC halls 17 – 20 in 2014 was the best possible decision for the exhibition. It not only enabled exhibitors to think differently about their spaces, but buyers were also encouraged to shop the show differently, resulting in many more new relationships being forged as buyers came across new and exciting brands alongside existing suppliers. As a result, we are keen to ensure that the floorplan remains fresh, to encourage this ongoing ‘tour of discovery’. This is easily achieved by re-editing the floorplan – this can come from moving Glee’s feature content into new locations, such as the New Product display which will make its home in hall 17, or by looking at how the layout of the show best reflects changing consumer trends and market changes.”
Rebranding of core sectors
Glee’s core sectors are also set to benefit from a makeover in 2016. In a move to ensure that the exhibition’s product sectors are more reflective of the modern garden retail environment, three of the show’s core sectors will be rebranded.
First up will be Garden Leisure, which will become known as Outdoor Entertaining. A new approach to this sector will focus largely on the move from ‘outdoor living’ to our garden spaces being an extension of our homes, with gardens taking centre stage when it comes to entertaining space. The revised sector will focus largely on how retailers can reinvigorate their offering to attract younger consumers into store to purchase core products such as outdoor furniture, barbecues, firepits, pizza ovens and exterior audio visual equipment.
Glee Garden Design & Landscaping will enter a new chapter in 2016 under the banner of Landscaping and Garden Decoration. This revitalised area will look at how retailers can better profit from a mixture of hard landscaping, and those decorative elements that help to complete most garden design projects.
Finally, Retail Experiences will replace Retail Services. Offering the best in shop-fittings, POS, EPoS and retail design, this area will be expanded in 2016 to better incorporate the wider aspects related to inspirational and functional retailing concepts. Glee’s established catering section will also find a new home within the Retail Experiences section this year. Recognising catering’s vital role within creating a true and varied retail experience, it was felt that this product and service sector would be best served by being supported by the wider Retail Experiences area.
Home DIY and Water Gardening will also benefit from greater coverage at Glee 2016, in response to the increased presence of these product groups within garden centres.
On course for a sell-out year
Currently Glee is tracking substantially up year-on-year, with 84% of the floorplan currently sold and maximum capacity forecasted to be reached as early as June. Core show areas which are witnessing strong growth include Outdoor Entertaining, Garden Care, Home, Gift & Clothing, and Landscaping and Garden Decoration.
For more information, interviews or images please contact:
Kimberley Hornby, Glee PR Team, Hornby Whitefoot PR
Tel: 01858 681122 Email: kimberley@hornbywhitefootpr.co.uk