December 2025/ January 2026
housewareslive.net
COLUMN: CAPTIVATE BRANDS
Trade Shows: Still an important platform
Trade shows have always been an integral part of our activity at Captivate Brands and will continue to be so. Kevin McKay Managing Director, shares his reasons why.
The Value of Face-to-Face Interaction One of the most significant advantages of trade shows is the opportunity for face-to-face interaction. In an age dominated by digital communication, personal connections can set brands apart. Trade shows allow manufacturers, retailers, and buyers to engage directly, facilitating discussions that can lead to partnerships and sales that might not occur in a virtual setting. Moreover, the tactile nature of housewares means that seeing and
touching products can significantly influence purchasing decisions. Attendees can experience the quality, design, and functionality of products first-hand, making it easier for them to envision these items in their stores and homes.
Showcasing Innovations and Trends Trade shows serve as a platform for brands to unveil new products and innovations. For housewares companies, this is crucial for staying relevant in a crowded market. Attendees are often looking for inspiration and the latest trends, and being one of the first to showcase a new item can create buzz and media coverage. Furthermore,
trade shows often feature seminars and workshops that provide valuable insights into industry trends, consumer behaviour, and marketing strategies. These sessions can equip brands with knowledge that enhances their product offerings and marketing approaches.
Networking Opportunities
Networking is another vital aspect of trade shows. They gather key players from various sectors, including manufacturers, retailers, distributors, and even influencers. Building relationships with potential partners or collaborators can lead to future opportunities, such as co- branding initiatives or exclusive retail agreements.
The conclusion? Ultimately, whether trade shows are worth it for housewares brands depends on individual goals, budget, and market strategy. For those
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looking to make personal connections, showcase innovations, and network within the industry, trade shows can be invaluable. Trade shows may be an age-old tradition but for me they’re invaluable. With the right approach and mindset, they can continue to offer significant value in the ever-evolving world of housewares. The most cost-effective shows and, in my view, a must to attend are
“AIS Indx” (Spring and Autumn) and Exclusively (June) in the UK. For an international presence it’s Ambiente in February.
Where you’ll see Captivate Brands this Spring Spring Fair (8C30-D31), Ambiente (9.0, E10) and Indx.
We always use exhibitions to showcase new product so this year there are additions to key brands like Cath Kidston as well as recent licenses like Style Sisters and Orla Kiely. We will also be unveiling two incredibly exciting licensed brands Made and William Morris At Home. We’re looking forward to welcoming buyers to our stands at these shows!
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