Fresh Face at U.K. Fair

The National Exhibition Center (NEC) in Birmingham, United Kingdom, was a hive of activity February 2–6, as more than 4,500 exhibitors laid out their wares for over 80,000 buyers attending the annual Birmingham Spring Fair. Because shopping a show that covers some 120,000 square meters spread over 20 halls can be a daunting task, Spring Fair reorganized its layout to make it easier for buyers to navigate. Related categories were placed in closer proximity, and a number of exhibits were regrouped and relocated. To add greater dimension to its offerings, the fair launched two new sections this year: Toys, in Hall 5; and Garden & Home Improvement, in the Arena. Show manager Trade Promotion Services also added buyer lounge facilities for visitors to rest, refresh, regroup, and then resume shopping.

But perhaps the most striking thing about Spring Fair is the care taken by the vendors in presenting their merchandise. The displays were virtual eye candy for buyers — and worth the trip in and of themselves. From the smallest booth to the largest, retailers were offered volumes of great display and merchandising ideas to take back home.

Overall, product and design trends at Spring Fair mirrored those observed at recent U.S. shows. Two different color palettes figured prominently: pale, icy neutrals, similar to the "Enlightenment" palette from the Pantone Color Institute; and the bright, groovy "mod" colors of the 1960s. The pale neutrals were especially prevalent in design-forward home decor lines that paired objects made of natural materials — such as rattan and blonde woods — with pastel-colored glassware, fabric, and resin accessories.

The hot pink/bright orange, retro-'60s color palette was especially strong in stationery and in giftware lines geared toward younger consumers. Adding to the retro ethic was the pop "flower power" motif, which appeared on everything from Penny Kennedy's bold paper de-signs to fun kitchen, bath, and desk accessories from of Friendy by Koziol's A-Pril collection.

In the Festive Hall, where major holiday exhibits were presented, rich Byzantine colors and flourishes dominated Christmas decor. Trees were hung heavily with ribbons and garland in royal purple, rich claret, glowing gold, bright blue, and velvety green. Ornaments richly decorated with flocking, jewels, and beading completed a look that was lush, and just shy of overdone.

Another emerging direction in the holiday segment is design that emphasizes a light, airy look. Earth tones of light copper, tan, and ivory predominate this design style, while shimmery ornaments are complemented by gossamer features: a butterfly made of netting stretched over a wire frame seemed to flutter on a branch; a wisp of marabou floated on an iridescent ball.

Throughout the fair, the candle category figured very strongly. To separate their candles from those of their mass competitors, candle manufacturers at Birmingham (like their American counterparts) put heavy focus on quality waxes, fashion-forward colors, unusual enhancements and decorative treatments, fine fragrances, and aromatherapeutic qualities.

While the majority of candles presented were pillars, votives, and tapers, jar candles are making inroads in the English and European markets thanks to the presence of such American companies as Yankee Candle and Colonial Candles. Jar candles have been slower to catch on in Britain, according to Yankee Candle. But educational efforts on the part of both vendors seems to be overcoming retailers' and consumers' resistance. Business in both booths seemed brisk.

Since candles have become an integral part of home decor, many non-candle companies presented them as part of their lines, usually as an add-on item to a candleholder, or as a part of a more coordinated look. Some vendors offered just candleholders of different types — everything from wire-wrapped votive holders with retro '60s beaded flower accents to a Zen-inspired multi-tealight holder/incense burner. Others offered unique lighting alternatives like fire bowls and wax-encapsulated LED lamps for similar mood and glow.

Another direction noted at the Spring Fair is the concept of "value-added greeting." While this gift-and-greeting concept is not really new, it does address the current needs of price-conscious consumers. One of the most interesting introductions in the value-added category was Bubblegel Celebration Cards, a spa experience encapsulated in a greeting card. The Bubblegel module, which is an integral part of the card, holds a foaming bath cleanser infused with essential oils. Each of the line's four module designs — Christmas tree, heart, balloons, and star — cover different greeting card occasions.

Other lines introduced included The Greetings Candle from H&F Candles, a gift-boxed, beeswax candle with greeting foil stamped on the cover. The Original Winter's Tale, represented in the U.S. by Freund-Mayer, presented a line of cards with ornaments for Christmas and other occasions, with designs represented as though seen through the eyes of a child.

The truly global nature of the gifts and decorative accessories industry was reinforced by the diversity of merchandise at this fair, with vendors from all over the world offering product that was at once both excitingly new and comfortably familiar. American companies large and small were strongly represented. Paula Skene, Hallmark, and first time exhibitor The Lang Companies exhibited in the Greetings area; Folkmanis and Russ Berrie in Toys; and Demdaco and and United Design (another first time exhibitor), under the representation of Enesco's U.K. division, displayed in the Gifts section.

Autumn Fair Birmingham will be at the NEC, September 7–10, running concurrently with The Housewares Show. The next Spring Fair is February 1–5, 2004.