New look for Glee – the international festival of garden, leisure & pet

Glee, the international ‘festival’ for the garden, leisure and pet sector, has had a makeover with new branding revealed ahead of the 2023 event (27th – 29th June, NEC Birmingham).

Having undergone a renaissance in a post-pandemic world, Glee continues to bring together the global garden industry under one roof, with the most diverse portfolio of suppliers and manufacturers represented. The new-look branding – set to officially roll out in December 2022 – is reflective of this new chapter. A bright colour palette, together with icons representative of Glee’s product categories makes for a rich visual tapestry that paints a fun and fresh picture of the show.

Discussing the new branding, Glee Director, Matthew Mein said: “As Glee’s relevancy stretched across the international gardening sector, it became more important than ever that we created a look and feel for the show that could be easily translated. Iconography is an important component of this, as it not only speaks volumes with the use of a single image but, together, the branding can build a visual story that truly showcases the breadth of Glee’s offering and the products represented. We’re excited to roll out our new branding and to further build Glee’s market-leading position.”

The festival of garden, leisure and pet

Looking ahead, the 2023 edition of Glee will be an event not to be missed. With 70% of the extended floorplan already reserved by leading brands, emerging talents, and innovators, the show is on track to deliver the strongest platform for growth anywhere within the exhibition calendar.

With the new June date firmly shaping the show’s content, this year’s edition will be a celebratory event that showcases the best of the garden, leisure and pet sectors. Joining the line-up will be a new dedicated DIY sector, as well as International Sourcing, which will be an important destination for major wholesale buyers and procurement experts in the years to come.

After an exceptionally strong 2022 showing, which saw buyers turning up in droves to place orders ahead of Christmas, Glee’s Home, Gift & Clothing sector will be transformed into a dedicated village for trend-driven garden home and giftware suppliers and buyers. Elsewhere, Outdoor Entertainment will see its representation increased significantly; reflective of the predicted growth for this area, as the country continues to view their home as sanctuaries during a time of economic turbulence. Glee’s dedicated outdoor demonstration area – Fire, Grill & Chill – will provide the beating heart and mouthwatering centrepiece to this thriving show sector.

Hundreds of brands, thousands of new products

Recognising that standing still is not an option for retailers, Glee 2023 is designed to facilitate important conversations, such as how we can futureproof our industry or how we can better service ethical consumers. Additionally, Glee provides three days of uninterrupted access to hundreds, if not thousands, of new products, alongside hundreds of brands, all ready and willing to fulfill orders to extend their retail network. A rich calendar of added-value content, from retailer insight to breaking down future trends, will complete Glee 2023’s offering.

Matthew Mein added: “Whether you own one store or 100, Glee must be viewed as an essential part of any retailer’s annual planning. Whether it’s accessing new products, strengthening relationships with suppliers, joining in the conversation regarding future growth, or more sustainable practices, more can be achieved within three days at Glee than weeks spent on the road. Furthermore, now is a pivotal time of growth and change for the gardening industry. Through the support of innovation and by driving newness in every market sector, inspiring buyers and helping to inform their purchasing decisions in a rapidly-changing environment, Glee has a vital role to play. We are more than ready to meet the challenges and help our customers to make the most of the opportunities, facilitated by our new June date, which opens Glee up to the most important buying cycle for trade.”

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