Go for it!
Merchandise World gets bigger and better with more exhibitors, visitors and great ideas for promotion
The story of this year’s Merchandise World was one of growth. With the UK’s overall promotional merchandise market up by 4.2% to £1,182m, according to the latest UK Market Report from Sourcing City, the industry is clearly buoyant.
This was reflected in the show held in its traditional start of the year slot over 24-25 January at the CBS Arena in Coventry. There was a clear enthusiasm from distributors and exhibitors as they looked forward to the UK industry’s biggest annual event.
Merchandise World in January 2024 had about 1,500 visitors from around 600 distributor companies. This was an increase of 7% in visitors compared with last year and was just 134 visitors short of the best-ever visitor year in February 2020, which was pre-Covid.
Organiser, Sourcing City points out that since then, the number of people working in the industry is less due to distributor companies becoming leaner.
New faces
The exhibition featured 40 new suppliers to the show and a total of 173 exhibitors, which was more than 7% up on the exhibitors in January 2023. Among the new faces in Coventry were A Good Thing, which helps companies donate excess merchandise to charity; marquee and flag specialist, Bee Noticed; business gift company, Calverley; sporting apparel supplier, Fanbase; matting company, Kleen-Tex; logistics specialist, Your Cargo Contact, and more.
Visitor companies predominantly attended from the UK and Ireland, however there were also distributor visitors from the EU and the US.
Overseas exhibitors represented 20% of all exhibitors. Several of these exhibitors’ presented products or services not readily available through UK suppliers. Others offered EU based services enabling distributors to order and deliver directly within the EU.
International footprint
Dutch social enterprise, treebytree is one of a growing number of businesses that helps companies fight climate change by gifting trees through planting programmes in countries in Africa. Sweden’s Softybag brought its innovative and fun air-filled seating to the show. Neutral clothing from Demark was on hand to inform visitors about its sustainable apparel. Longstanding supporter of the show, Germany’s Kalfany had its latest range of sweet treats available to sample. 
Many exhibitors now have a focus on environmentally friendly products, and this was evident from the new products presented in their ranges. The continuing move towards sustainable products was clear and ECO World proves an efficient way for visitors to identify the top environmentally friendly products in the show hall.
Positive vibes
There was a clear air of positivity as people were pleased to meet both familiar and new faces. As everyone enjoyed the free breakfast and a real buzz could be felt throughout the show hall. The free lunch was a hit, as were the ever-popular Massage Angels. The Roving Tea Trollies were also appreciated when people needed a quick refuel.
Show organiser, Ella Long said: “The exhibitors were delighted with both the quality and volume of the visitors, which was exceptional. We were delighted that everyone left the show with a smile and now we start planning for next time hoping to see everyone again – and some new faces are always welcome.”
One new face was environmental charity, A Good Thing, which featured at the BPMA Sustainability Conference last year and was working with 30 BPMA members ahead of the show, helping them find ways of diverting excess merchandise to charities that could make good use of it.
“Just taking a minute or two to share something surplus via the platform has had monumental results,” said Anna Rose Bowler, digital marketing consultant of A Good Thing. “Hundreds of thousands of things have been saved from landfill in just six months.”
Recycling initiative
North Wales-based trade supplier Preseli again provided a lanyard recycling programme for all lanyards returned at the show. A similar initiative at September’s show saw more than one-third of lanyards being returned.
The lanyard repurposing initiative is part of its commitment to the BPMA’s StepForward Pledge – a programme of sustainability-driven initiatives set to take place in 2024.
Merchandise World saw a dedicated lanyard recycling bin in place at the exits, encouraging visitors to return their lanyards for onward use or recycling. The initiative was developed by Preseli with the support of the Merchandise World team at Sourcing City and the BPMA.
“This is a simple and effective step to help reduce event waste at Merchandise World – we all tend to take lanyards home after events and we’re delighted to support Preseli, one of our first members to take the StepForward Pledge, with this initiative,” said BPMA CEO Carey Trevill.
However, it wasn’t all worthiness with Preseli. The company were also in celebratory mood for the 50th anniversary of the Rubik Cube, which it supplies for promotional use.
A large and suitably multi-coloured cube cake was portioned up on the Preseli stand – one Rubik’s Cube that everyone could manage.
Edible exhibitor
If that wasn’t enough, Eat My Logo was on hand to discuss its myriad of options for feel good treats, including cupcakes, biscuits, brownies and more.
Marketing manager Daniel Clarke and colleague Amy showed off new products and ranges, discussed product inspirations, and how its website and marketing technology could assist clients in making the coming year a success.
One of the sponsors of the show, Eat My Logo also supplied plenty of samples helping to fuel the hundreds of visitors to the show.
Other sponsors supplied a groaning swag table with samples aplenty to take away and show to their customers. These included Senator, Biolaboratories, Kingly, CHX, Promo Seeds, Just Pads, and Prodir, to name just a few.
British made
British manufacturers were out in force with stalwarts of the Briman group putting their best foot forward. Briman chair and managing director of First Editions, Mark Alderson lauded a “fantastic couple of days exhibiting at Merchandise World. Thank you to the visitors, organisers, fellow exhibitors and everyone who made the show such a success.
As well as presenting the Briman Award to distributor Total Merchandise at the first evening’s BPMA Awards, Alderson said there had been a great deal of positive feedback from visitors to the exhibition, including for its new and improved Aqua Hydrate water bottle with its upgraded grab-and-flip top spout.
Fellow Briman member, Sow Easy use the show to launch its latest new product, Rainballs. Each box contains three of these easy to grow multi-colour seedballs. Simply soak, scatter under the soil and watch them grow.
The seeds are a wildflower mix of around 20 different seeds, such as Alyssum, California Poppy, Candytuft, Lobelia, Virginia Stock, and Sunflowers.
The Rainball Seedboxes are a sustainable choice and can be branded with a full-colour label with your client’s logo, message or promotion. The box is made from recycled card.
They are also available as Rainball Seedtins which are black screw top tins engraved on the lid with your client’s logo, message, promotion and more.
Sow Easy also expanded its Essentials Range and enhanced its Express Service, shortening the lead times to just three days, with a lower cost.
Multiple products
Elsewhere at the show, a cornucopia of products was on display. As well as its usual selection of merchandise, including a sustainable Made in Europe range, the Midocean team was able to talk about its Sol clothing options.
Merchandise supplier Oldeani called Merchandise World “one of best shows we’ve been too. Lots of excitement around new products”. 
It noted particular interest in its Grande 880ml insulated cup made from recycled stainless steel which got everyone talking. While visitors also loved other new models, including some a bit smaller, Oldeani noted that “going large seems popular”.
Now, if that’s a metaphor for 2024, we can all look forward to great year of business.
See you in MK
If you didn’t manage to get to this Merchandise World, the next show is on 11 September in Milton Keynes. Find full details at merchandiseworld.co.uk.
