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This year saw the biggest one-day Merchandise World event since the pandemic – proof that the industry is in a positive condition

The bounce back continues for the promotional merchandise industry.

Despite concerns about the state of the economy, the sector’s peak season showcase of Merchandise World at Marshall Arena in Milton Keynes defied the gloom.

The bright late summer’s day was complemented by the eager faces of distributors looking for new ideas, contacts, and to catch up with valued suppliers.

Overall, the show had 98 exhibitors, which was 13 more than at last September’s show. Eight of these were new exhibitors to the show.

A record number of visitors had registered to attend and approaching 500 professional distributors subsequently arrived at the event making it the best September show since before the pandemic, according to David Long, chairman of show organiser Sourcing City.

 

Industry optimism

The organiser pointed out that show indicated that the industry appears to be holding up well, with conversations positive and optimistic for the future. Over the years the industry has faced numerous challenges but each time the entrepreneurial spirit of the inspirational company leaders in the trade have found a way to modify their business to continue moving forward, Sourcing City said.

Show organiser, Ella Long added: “Seeing the show hall buzzing is always great for everybody. There was lots of feedback from visitors, thrilled with the new products and suppliers they had discovered and the exhibitors felt that both the quality and volume of the visitors was exceptional. Time to prepare for January now.”

CHX sales director Max Rutland said the company was very happy with the one-day Milton Keynes show, reporting that the team didn’t stop all day, and had very good conversations with quality distributors.

“We’ve started to use Merchandise World as a platform for our new product range launches twice a year, and this one we felt was our best yet. Focusing all out on that question of ‘what’s new?’ we brought with us only what was new or redesigned, our winter release Eco Moto,” he said.

“Feedback on the new Eco Moto lines was very positive and people loved the buzz we created with our sales model based on Andy’s Land Rover Defender, with us being able to have an in-show demonstration of our new Ice Pop, Ice Scraper Keyring and how the new scrapers and tyre gauges in the range worked. Another successful range launch, another great show.”

 

‘People are busy’

Carey Trevill, CEO of the BPMA, which is Sourcing City’s partner in Merchandise World said that the vibe was busy and bouncy all day with packed aisles and happy conversations, marking a return to something approaching normality after more than two years of disruption.

“It’s been tough, but people are busy. Margins are looking good and many are finally getting the staffing levels right as well now to service the steady demand. August was quieter for some but it was a more ‘normal’ summer this year compared with last year’s insanity as events were still getting back on track. The continued investment into face to face and interactions means the UK is open for business and we’re doing it,” she said.

There could still be economic shocks to come but wages and inflation are starting to be where they should be, she added.

Events and areas which need merchandise keep on spending, with this being one of the only areas where spend was unaffected in the last few months.

“We are still in for a tough time we believe but our sector delivers something unique and we see no signs this will stop,” she said.

 

StepForward on sustainability

Meanwhile, the BPMA continued its efforts to get the industry aligned behind its StepForward Pledge, which aims to revolutionise the promotional landscape by fostering sustainability in products, operations, and the communities it serves.

Trevill and BPMA Board Member Melissa Chevin delivered an update on why it mattered to a standing room only session on the BPMA stand.

Focusing on the business case for sustainability they pointed out that customers now expected sustainability, and would favour brands that demonstrated that it was at the heart of their operations.

Other benefits lie in areas such as recruitment, with younger workers more prepared to work for a company that is more sustainable, and some even willing to take a pay cut to do so.

The BPMA StepForward Pledge empowers BPMA members to proactively shape an environmentally conscious industry.

Launched this year, it has been voluntary so far, but from next year it will be compulsory for members to sign up.

“We will give members time to do it but they need to be sustainable. It is your record to your customers and fundamental to what the industry has to do for its reputation and profile,” said Trevill.

For supplier companies, that message has been well and truly received with more and more products aimed at satisfying demand for sustainability.

The Eco World zone provided lots of ideas on the innovative eco-friendly products that are now available. It was given a facelift this year with new eco products downloadable by a QR code, giving a simple way for all new eco products, and the supplier details, to be taken away for future reference. This proved a great way for exhibitors to promote their products and show their items to visitors that may have missed them on their stands.

 

Practice what we preach

Elsewhere, the show enlisted the help of exhibitors to showcase what sustainable merchandise looks like.

This year’s shows lanyards were again provided by Preseli which this year ran a lanyard repurposing initiative as part of its commitment to the BPMA StepForward Pledge.

Merchandise World had dedicated lanyard recycling bins in place for the first time, encouraging visitors to return their lanyards for onward use. Preseli worked with local charities to find ways to repurpose items and ensure that all lanyards were repurposed, or appropriately recycled with nothing going to landfill.

Preseli marketing manager, Robert Bruce, said the new lanyards, which launched at the show, are made from paper but have the appearance and feel of a normal lanyard.

“Paper has been used before but the product was always paper like,” he said. “Our new paper lanyards use pulp from sustainable wood sources that is then made into a flexible textile like material and woven, the result being a true lanyard that can be printed and work like any other.”

The lanyard return bins were a total success with a big bag full returned after the show. A tally has shown that more than 30% of the lanyards issued were returned.

“Our display of re-purposing ideas got lots of attention and was an engaging way to bring up the subject of finding new uses for single use promotional products,” he added.

Preseli is using the returns to find bigger scale solutions to repurposing and disposal of used lanyards. They are being used as samples as Preseli works with processors to create a long-term solution.

“At the very least all will be stripped of their components (which will be used again for next year’s show,” he said.

Another company that demonstrated sustainability in action was Circular & Co, which provided its returnable cups at the show for hot drinks.

The high-quality recycled PP cups and lids were used at the show, alongside collecting bins where the cups are deposited for washing and reuse. They can be reused about 500 times and are recyclable at the end of their useful lives.

Given the Merchandise World visitors thirst for beverages, they represented a huge saving on single use alternatives.

 

Launched for Christmas

The September show is always a big one for those more in depth conversations and this was no different, said Carey Trevill.

“We saw a number of new exhibitors joining us this year such as new member, Tony’s Chocolonley and of course lots of familiar faces too. Buyers were on the hunt for the new and different to wow their customers on those critical end of year projects and 2024 trends,” she said.

Other launches at the show included Kingly which launched its Christmas promotional product campaign, creating a brand-new customer experience by adding sparkle to its funky socks. A metallic yarn called Lurex makes any Christmas ornament on its Classic Crew Socks sparkle, while a neon yarn creates a shine element.

These socks are made with conventional cotton from ethical producers within the EU, high-quality reprocessed cotton that saves water and electricity, reduces carbon emissions and landfill space, and is chemical-free, sustainably produced and processed organic cotton, accredited to the Global Organic Textile Standard (GOTS).

The stars of the show were Kingly’s custom socks in transparent balls that resemble Christmas ornaments. Brandable T-shirts were compressed into Christmas Tree shapes and socks in tins wowed customers. There was even a sock advent calendar.

Also on the Christmas Trail was The Sweet People, which was showcasing its Winter Collection, including advent calendars, chocolate truffles, and Christmas puddings. The company also offers a full econ range featuring compostable and recyclable packaging, as well as vegan treats.

Although Christmas is the focus for now, it is only a few months until the industry gathers to do it all again for the New Year event in Coventry. Exhibition slots are going fast so don’t delay, book today.

 

PANEL – Merchandise World New Year event is held on 24-25 January at the CBS Arena, Coventry. Find out more details at merchandiseworld.co.uk.