Posted by Rachel Westall on 8 September 2025
Autumn Fair, the UK’s leading marketplace for Home, Gift and Fashion, opened its doors on Sunday at the NEC Birmingham to a vibrant crowd of engaged buyers ready to discover the season’s must-have products. Thousands of retailers from across the UK and beyond filled the halls, kicking off the four-day show with strong order writing, fresh brand discoveries, and a clear sense of optimism for the retail season ahead. With an exciting mix of returning favourites and first-time exhibitors, Day One set a confident tone for what promises to be a dynamic and commercially successful event.
Buyers from across the retail landscape including high street names, garden centres, department stores, independent boutiques, and destination retailers. Among those spotted on the show floor were Dunelm, M&S, The Natural History Museum, Bookstation Ireland, Toymaster, Mr Price Group, Wild at Heart and Squires Garden Centres alongside hundreds of independents from all corners of the UK and a large number from Northern Ireland and Ireland, covering fashion, gift, everyday, and home. Home sector attendance saw significant uplift on previous years, underlining the growing importance of home categories within the market.
The positive energy was echoed by both exhibitors and visitors, many of whom shared enthusiastic feedback about the quality of conversations, the volume of orders, and the fresh opportunities discovered on Day One.
Adding to the sense of occasion, visitors were welcomed through the brand-new Autumn Fair Welcome High Street, an immersive recreation of the Great British High Street, complete with shopfronts, characterful details, and even live music. Designed to surprise and delight, the experience set the tone for the show by putting a smile on visitors' faces from the very moment they arrived and underlining Autumn Fair's position as a show where retail truly comes to life.
Alongside strong trading and upbeat sentiment, visitors also took full advantage of the show's curated Content Programme, immersive features, and exclusive show offers designed to inspire and support retailers throughout the buying journey. A highlight is the new Retail Corner Stage, styled as a charming British independent shopfront, which hosts seminars every day covering retail trends, merchandising masterclasses, trend forecasts, and inspiring interviews with industry icons, providing practical insights and creative inspiration that equip retailers to thrive well beyond the four days of the show.
Alex Schlagman, Founder of SaveTheHighStreet.org, gave visitors an exclusive behind-the-scenes insight into The Retail Makeover Mission. This inspiring session highlighted how competition winners, OSO Fashion Boutique and Taba Naba, have transformed their businesses with the support of the expert Task Team. Drawing on guidance in branding, visual merchandising, PR, and retail strategy, the session demonstrated how tailored expertise can unlock growth and resilience for independent retailers. Both winners spoke passionately about building community, embracing courage, and setting clear long-term visions, underlining the vital role independents play in the future of the UK high street.
John Abbate, Director at the British Display Society, expanded on his advice in a dedicated masterclass titled 'Your Windows Are the First Page of Your Story'. He explained that visual merchandising is far more than aesthetics, it is the brand's first impression and a powerful storytelling tool. Abbate likened shop windows to the cover of a book: thoughtfully designed to capture attention, reflect brand identity, and invite customers into a curated experience. He also stressed the importance of planning ahead, thinking like a brand, and dreaming big, particularly for small businesses. Ultimately, great retail design transforms physical space into a branded narrative that not only attracts attention but builds lasting customer engagement.
One of the most anticipated sessions of Day One was 'Future Trends in Homeware & Festive' delivered by Emily McCarthy, Senior Creative at BDA London. Showcasing AW26/27 insights from Trendhub by BDA London, Emily took retailers on a journey into the big ideas and cultural drivers set to shape product development and consumer demand over the coming seasons and unveiled five macro design directions for AW26/27, each with its own festive twist:
Alchemy - A 'lunar luxe' aesthetic rooted in restorative twilight tones, brushed metals, sensual marbles, and translucent textiles. For Christmas, this evolves into an ethereal celestial story, with glowing metallics, molten glass baubles, and interstellar opulence.
Memoir - A nostalgic return to heritage collecting and romantic interiors, with rosewood, mahogany, stained glass, and layered textiles taking centre stage. Its festive translation brings 'Merry and Bright' into a vintage-inspired theatre of bows, fruits, foliage and dramatic nostalgic unboxing.
Soulful - Calm, restorative spaces celebrating tactile simplicity and nature. Layered linens, crafted wall art, and ritual-led bath and beauty products bring warmth and stillness. For Christmas, this story becomes a 'Forest Retreat' with lino prints, organza details, and romanticised nature-driven décor.
Lost Stories - A craft-focused narrative celebrating hand-formed, layered and pieced-together designs with future heirloom qualities. Its festive version introduces a rustic, sustainable Christmas with quilted stockings, hand-painted ceramics, and reusable wraps.
Modern Historic - Bold maximalism and indulgent layering of rich textiles, decadent dining, sculptural relics and contemporary stained glass. For the festive season, this transforms into a new traditional story of oversized bows, decadent silverware, and dramatic tablescapes.
Emily urged retailers to see these stories not just as seasonal design directions, but as opportunities to connect with consumers' deeper desires for meaning, nostalgia, and creativity. Each theme offered clear product cues across homeware, decorative accessories, gifting and festive, equipping buyers with inspiration to curate ranges that feel both relevant and aspirational.
New for this year, and a reflection of Autumn Fair's commitment to support the whole buying journey, the Buyers Retreat offered an ambient oasis off the show floor where invited buyers could enjoy bespoke workshops, and a private space for networking, reflection, and meetings. Independent retailers gathered together for 'Retail Confessionals: The pricing mistakes that kept us up at night' for a refreshingly honest workshop on one of the trickiest parts of running a business, sparking candid discussion, offering practical insights and creating a sense of community.
With momentum building from a successful opening day, Autumn Fair 2025 is proving itself as more than just a marketplace, it's a destination where the retail industry comes together to be inspired, to learn, to connect, and to do business. With three days still to go, buyers can expect more opportunities to discover products, trends, and ideas that will shape the season ahead. Retailers who haven't yet attended are encouraged to register and visit over the coming days to experience the energy and innovation first-hand. Register now at www.autumnfair.com
