EXCLUSIVELY REVIEW Exclusively Review
The Exclusively show returned to the Business Design Centre on June 13-14 featuring the very best brands from the housewares, tableware, small domestic electricals and gift sectors. Not only was exhibition space completely sold out sooner than ever before, but visitor numbers smashed the show’s pre-covid attendance. Housewares Magazine spoke to Stephen Richardson, marketing director of BHETA, owners of Exclusively, about the success of this year’s edition of the show.
Congratulations on another successful edition of Exclusively, what has the response been from exhibitors and visitors? Stephen Richardson: The response has been excellent! The exhibitors gave us a massive vote of confidence with the earliest ever sell out. The retail buyers voted with their feet and we had significantly more visitors than 2022 and more than our last strong pre-pandemic show in 2019.
Tell us about the planning process. What are visitors and exhibitors looking to get out of the show? SR: Our visitor research tells us that they come for three main reasons: to meet all the key brands in the industry in one convenient space; to keep up to date with industry trends; and to take advantage of the outstanding networking opportunities - on the stands, at the evening reception, and in the Luncheon Room. Our exhibitors tell us that Exclusively is the best networking event in the industry. 81% of exhibitors report the quality of visitors as excellent or very good, and three quarters say it is the most important event in their annual calendar.
This year Exclusively sold out earlier than ever before. Why do you think this was? What can you attribute to the show’s success? SR: There are probably a few reasons: the 2022 show exceeded all expectations so we had sold about 40% of the 2023 space before the 2022 show ended. As you know the show is owned by BHETA, a trade association, so the industry and our members have a collective focus to ensure its success.
Tell us about the layout of the show. Specifically, your work with Scarlet Opus. SR: The Hall holds around 150 exhibitors in a Main Hall and on a Gallery level. Situated off the Gallery is the Trend Showcase, the Launchpad and the Brand Showcase. Trend consultants Scarlet Opus support the Trend Showcase with
very popular talks, tours, and displays of the most ‘on-trend’ products, including six ‘best of the best’ products. This is a hugely popular area of the show. Designed to meet the needs of small businesses and start-ups in the
industry, the Launch Pad at Exclusively is a dedicated area for buyers to find new, innovative products and suppliers. The Brand Showcase & Press Gifting Room is dedicated to promoting
exhibitors to the British Press and UK Media Influencers. A show- within-a-show it promotes the best of the show to the hugely important area of social media and press.
The industry missed out on face-to-face events during the pandemic. How is the industry responding to the return of trade shows? How important are trade shows for the housewares sector? SR: The Exclusively 2022 show was part of a resurgence in the trade show industry as exhibitors and buyers became comfortable again with face-to-face events post-Covid. Working patterns for many have changed with more time at home and less time in offices, so inevitable there has been less time for face-to-face meetings. This has meant trade shows have become more attractive as a way for buyers to see many suppliers over two days.
There are a number of trade shows in the industry, what differentiates Exclusively from the others? SR: The Exclusively brand is extremely well regarded by the industry as being very well organised, delivering a great experience for visitors, and the right buyers to the stands. We are very much a ‘quality over quantity’ show for exhibitors. We vet every applicant and only let trade buyers in. I hear so many times the words, “Exclusively is my favourite show”.
Moving forward, how will you continue to evolve the show? Can you disclose any details for next year’s show? SR: We haven’t completed our show review yet, so it’s too early to announce any changes for 2024. The one change I can say with confidence is that this year our international buyer’s attendance was the best ever, and we aim to further develop that area of the show in 2024.
housewareslive.net
June/July 2023 | 9
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