Glee 2024 has wrapped up with a bang, celebrating 50 incredible years as the UK’s number one garden and outdoor living trade event. Held at the NEC Birmingham from September 10th – 12th, this year’s exhibition was more vibrant and dynamic than ever, as the garden retail and horticulture sector came together to mark this milestone. With buzzing aisles, inspiring new products, and a palpable sense of optimism, Glee 2024 proved once again why it’s the beating heart of this flourishing industry.
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 – fuelled by an infectious atmosphere of discovery and opportunity. 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, Glee 2025 is already generating excitement about the 2025 season. A staggering 60% of the 2025 floorplan was snapped up during the show, with equates to 77% of 2024 floorspace – a significant increase of 40% when compared to 2023 data – racing to secure their spot for what promises to be another unmissable year. Many of the event’s bellwether brands led the charge, setting the stage for Glee 2025 to build on this year’s remarkable momentum.
Glee Event Director, Matthew Mein captured the excitement perfectly, saying: “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 true celebration of all things garden, home, leisure, and lifestyle. Innovation was everywhere, and buyers responded in kind, placing substantial orders and fuelling an atmosphere of growth and excitement.
Sponsors from both within and beyond the gardening sector added to the excitement, underscoring the growing reach and impact of the garden retail industry, including big names brands such as eBay, Shark Ninja, plus 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 top trade associations, including the HTA, GCA, Gardenex, and GIMA. GIMA’s ‘Meet the Buyer’ events were a huge highlight, with over 150 sessions fostering valuable new retail partnerships that will shape the future of the sector.
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. It was a fitting end to a show that was not only about business but also about giving back.
As the countdown to 2025 begins, all eyes are on Glee to continue leading the charge in garden retail innovation. 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 16th-Thursday 18th September.
Find out more
Glee connects the garden industry to inspire change, drive growth, and promote innovation. To find out more or to register your interest in exhibiting please visit www.gleebirmingham.com or call +44 (0)203 3545 9752.
