Glee 2024 wrapped up with a bang, celebrating 50 years as the UK’s leading garden and outdoor living trade show.
Held at the NEC in Birmingham from September 10 to September 12, this year’s exhibition was more vibrant and dynamic than ever, as the garden retail and horticulture sector came together to mark this milestone.
Organiser Hyve Group said: “The move to a September event has clearly struck the right chord, with industry leaders hailing the timing as a game-changer for the buying cycle. Attendee numbers were up year-on-year, with an increased presence of owner/operators, category buyers and buying teams, buying groups, and retailers eager to place orders and discover the latest trends.
“One marked change was the number of ‘new’ visitors to Glee, demonstrative of the perceived value of gardening from not just the garden centre market but from the wider retail landscape. As gardening thrives, more retailers are looking to benefit from this profit opportunity, with the likes of Dunelm, Robert Dyas, John Lewis, B&Q, QVC joining Blue Diamond, British Garden Centres, Dobbies, Hilliers, Tillington, Choice and dozens more garden centres in the quest to source new supply partners.”
Looking ahead, some 60% of the floorplan for Glee 2025 was snapped up during the show, which equates to 77% of the 2024 floorspace – a significant increase of 40% compared with 2023 data – keen to secure their spots.
Glee event director Matthew Mein commented: “From the second we cut the ribbon to officially open the show, the energy was electric. One exhibitor summarised it perfectly by saying ‘the buzz is well and truly back in the aisles’, and that is all due to the enthusiasm and willingness of our visitors and exhibitors. Glee has become the ultimate platform for growth and innovation, opening dialogue on those opportunities and challenges shaping our industry, and this September this role felt more relevant than ever. The passion and optimism that filled the aisles and exhibition stands, and a bulging floorplan for the 2025 show, marks an exciting tipping point for both Glee and the wider garden retail sector.”
Celebrating garden retail
With hundreds of new and returning brands in the spotlight, Glee 2024 was a celebration of all things garden, home, leisure, and lifestyle.
Sponsors from both within and beyond the gardening sector added to the excitement, including big name brands such as eBay, Shark Ninja, Gardena, The AMES Companies and Westland. The sponsorship mix reflected the diversity and strength of a sector that continues to grow across omnichannel platforms, as well as within the realms of traditional bricks-and-mortar trading.
A key feature of Glee 2024’s success was the support of trade associations including the HTA, GCA, Gardenex, and GIMA. GIMA’s ‘Meet the Buyer’ events were a huge highlight, with over 150 sessions fostering new retail partnerships.
Charitable highlight
The final day of Glee saw a heartwarming display of solidarity and generosity, as the Floral Thursday fundraising initiative took centre stage. In partnership with the Greenfingers Charity, the garden retail community raised over £3,000 to help the charity create even more therapeutic gardens at children’s hospices across the country, with visitors donning floral shirts, dresses, and suits in every colour imaginable.
The 2025 event will be marked with a new hall layout – halls 8 -12 – that will provide more opportunity for expansion. The date for diaries is Tuesday September 16 to Thursday September 18.
