EXCLUSIVELY SHOW : AN ACCELERATOR FOR THE UK MARKET

For Exclusively Show, the two exhibition days are only one stage in a broader strategy designed to accelerate brands’ commercial development by connecting them with the key players in the UK market. This approach explains why, year after year, the London event continues to attract European companies looking to enter the UK market or accelerate their development there. We attended the latest edition and met its Director, Will Jones, a respected professional known for his pragmatism, in-depth knowledge of the UK market and expertise in the sector, to understand what makes Exclusively a genuine driver of development in the UK market.

Every year in June, London’s Business Design Centre hosts Exclusively Show, organised by BHETA (British Home Enhancement Trade Association), the UK’s leading trade association for the home sector. Located in the heart of Islington, in a venue that houses the showrooms of major international brands throughout the year, the show brings together more than 130 exhibitors representing over 250 brands. The 2026 edition, which notably welcomed Cristel for the first time, once again confirmed its appeal.

THE RIGHT BUYERS RATHER THAN THE HIGHEST NUMBERS

For Will Jones, the success of a trade show is not measured by the number of visitors, but by the quality of the opportunities it creates for its exhibitors. The true measure of performance lies in its ability to bring together the decision-makers who really matter. This requirement guides all the choices made by the organising team. “We are not looking to break visitor records. Our objective is to bring in the buyers who really matter. We aim to create as much value as possible for brands and buyers.” Invitations therefore focus on the key decision-makers in the UK market. Major grocery retailers such as Tesco, Sainsbury’s, Waitrose, Lidl and Aldi, department stores including John Lewis and Harrods, specialist chains such as Dunelm, The Range and Robert Dyas, as well as leading e-commerce players including Amazon, Ocado and eBay, form the show’s core target audience.

The 2026 edition also welcomed buyers from Marks & Spencer, Boots, Currys, Costco, Next, Argos and Lakeland, as well as numerous representatives from garden centres, the HORECA sector, department stores and independent retailers. To build this particularly highly qualified visitor base, the show’s teams review a database of several thousand contacts every year, checking each buyer’s position, company and responsibilities. Exhibitors also contribute to this process by identifying the most relevant contacts to invite. Continuous market monitoring also enables the show to include new players emerging in the UK market. This selection process benefits buyers just as much. They know they will meet exclusively with companies that are established in their markets and offer strong, innovative collections.

With only 130 exhibitors, Exclusively chooses quality over quantity. For French buyers, it is also an opportunity to discover, in a privileged setting, several major British brands whose products have long appealed to French consumers. British style continues to hold genuine appeal in France. The show also provides visitors with a particularly carefully produced bound catalogue. Far more than a simple visitor guide, it is a genuine working tool that buyers keep and consult throughout the year when preparing their selections. For exhibitors, being featured in it is a valuable asset, allowing them to remain in the minds of decision-makers long after the show has closed.

BEYOND CONNECTING PEOPLE: STRATEGIC SUPPORT

For Will Jones, the relationship between the show and its exhibitors does not end when the doors close. The objective is to create the conditions for establishing a lasting presence in the UK market. As he points out: “It is not enough for a distributor to like a product. The manufacturer must then be capable of properly serving the UK market.” The show therefore supports manufacturers in their commercial thinking. Finding distributors, identifying logistics partners, connecting with key market players and engaging with retailers: everything is designed to encourage the creation of lasting relationships rather than simply making initial contacts. The organising team also acts as a facilitator between exhibitors and the international trade press to increase their visibility in the UK market.

This commitment to providing support is also reflected in several initiatives aimed at international visitors. At the 2026 edition, a “London Store Tour” provided an opportunity to discover several London retailers, their merchandising practices, consumer behaviour and the specific characteristics of British retail. The show also organises dedicated meetings for British journalists and influencers invited to discover the new products on display. These meetings give participating brands additional visibility among specialist media and the market’s key opinion leaders. This support role can also be explained by the way BHETA, the organiser of Exclusively Show, operates. As a non-profit trade association, the organisation reinvests the profits generated by the show in its development, continuously strengthening the quality of the event and the services offered to both exhibitors and visitors.

UNDERSTANDING CHANGES IN THE UK MARKET

The show also helps professionals understand the major changes taking place in the market.

The “Trends” area, completely redesigned in 2026, offered an immersive experience combining products, colours, materials and fragrances to illustrate the major directions expected to influence 2027 collections. Visitors also received a digital buying guide bringing together all the selections presented. Succeeding in the UK market today means looking far beyond traditional distribution channels. Social media, e-commerce and platforms such as TikTok Shop are transforming consumer habits. Although the UK market remains dynamic and consumer demand is strong, reaching consumers is becoming more complex and requires commercial strategies to be adapted. This is one of the main changes observed by Will Jones.

A MORE DEMANDING ENVIRONMENT, BUT ONE THAT STILL OFFERS OPPORTUNITIES

Companies must also contend with a profoundly transformed economic environment. Brexit, inflation, rising logistics costs, geopolitical tensions and uncertainties surrounding US trade policy are making trade more complex. Will Jones takes a clear-eyed view of this development: “Brexit has been a disaster for the United Kingdom,” he acknowledges, while stressing that trade relations between the UK and Europe remain strong. British companies continue to export to the continent despite higher costs, while European distributors remain strongly attached to British brands. According to Jones, however, these successive crises have had one beneficial effect. They have forced companies to become more responsive, more agile and better prepared to operate in an unstable economic environment.

A SELECTION BASED ON INNOVATION

This approach is also reflected in the show’s selection policy. Exclusively welcomes both British and international manufacturers. Where companies come from matters little, provided they bring genuine added value to the market. As Will Jones puts it: “If a company offers an innovation or a point of differentiation, it deserves its place.” French brands therefore have strong assets with which to appeal to British distributors, who are always looking for products capable of standing out from the existing offer. Beyond performance, consumers are now looking for design, novelty and a meaningful shopping experience. For French companies looking to establish or strengthen their presence in the United Kingdom, Exclusively provides a valuable gateway to the market. However, it is advisable to plan ahead: registration for next June’s edition is already open and places are particularly sought after.

Home Fashion News #62 – Sept 2026 / Translation: Leila Ahmad