As the curtains closed on the Top Drawer S/S25 trade fair last week, organizers hailed the event that targets retailers as a success, reporting a 7% increase in exhibitors compared to the previous January. The show also saw significant growth in attendance from high-spending buyers.
Held at Olympia exhibition centre in Kensington, London, from January 12 to 14, 2025, the event's exhibitor surge was driven by a record 30% of brands making their debut, alongside a further 7% of returning participants, including prominent names such as Burgon & Ball, Emma Bridgewater, Katie Leamon, Orange Tree Toys, Portico Designs, Rex International, and The Art File, reported the organisers.
Together, these brands joined a lineup of more than 600 curated suppliers, drawing thousands of retailers from across the UK and internationally. Attendees flocked to discover the latest in design and innovation, with universal acclaim for the show’s offerings.
Jen Maude-Roxby, Deputy Head of Licensing at the iconic Victoria & Albert Museum—known for its gift and souvenir shop—offered high praise, remarking that anyone considering attending the fair would not be disappointed.
She said, "We visit Top Drawer every year to discover new trends and products. This year, we've been inspired by the vibrant colors, fresh designs, and innovative products. The highlight for us has been the launch of the V&A range by Ohh Deer, which is debuting at Top Drawer."
Denise Llanera-Wittletonv, Senior Designer, The National Gallery concurred: "I frequently visit Top Drawer for inspiration and to discover new brands, especially smaller ones. My favorite part is the Better Trends feature, which showcases upcoming trends. I particularly appreciate brands that are open to collaboration, blending their identities with ours while maintaining their uniqueness."
Julia Grant, Owner, Winter’s Moon also added: “One of the highlights of our calendar – it gives us the chance to discover beautiful new products for the shop, as well as say hello to some of our lovely existing suppliers. We found some amazing new things this time around!”
Following significant investment, the expanded VIP Buyer Programme delivered outstanding results over the three days, with organizers reporting an 18% increase in visitors with budgets of £1-2m, a 7% rise in those with £2-5m, a 19% boost in the £5-10m category, and an unprecedented 57% growth in attendees with budgets exceeding £10m.
This surge brought a lineup of retail leaders to the event, with over 100 Senior Buying Managers, Directors, Founders, Owners, and CEOs in attendance. Notable names included Fenwick, Flying Tiger Copenhagen, Fortnum & Mason, Graham & Green, Historic Royal Palaces, Hoopers Department Stores, House of Cards, Jarrold & Sons, John Lewis, Lark London, Laura Ashley, Liberty, Moonpig.com, MORLEYS, Next, Norli AS, Oliver Bonas, Papersmiths, Postmark, Rockett St George, Royal Botanic Gardens Kew, SCP, Scribbler, Southbank Centre, Tate Commerce, The Barbican Centre, The Design Museum, The Dulwich Trader, The National Gallery, The Paper Store, The V&A, The White Company, TJX Europe, twentytwentyone, Ulster Stores & de Gruchy, Vinegar Hill, and Waterstones, among others.
Exhibitors expressed their satisfaction with the quality and volume of buyers. Comments included:
“We haven’t been in a while and are so glad to be back at Top Drawer! We wish the show was two days instead of three as we can’t cope with the amount of orders coming in!” – Hollie Glaister, Head of Wholesale, Emma Bridgewater
“Top Drawer is over for another season, but what a show we had… seeing so many customers (new and old), and supplier and publishing friends.” – Mark Callaby, Managing Director, Ohh Deer
“Top Drawer Spring has been the best show we’ve done in 23 years! I would definitely recommend it!” – Kali Stileman, Owner, Kali Stileman Publishing
“We’ve had an incredible time exhibiting this week! We thoroughly enjoyed reconnecting with our wonderful customers while welcoming new faces to the fold.” – Victoria Eggs, Founder, Victoria Eggs
The Retail Revealed stage proved to be a bustling hub of activity, offering sessions with actionable insights. Among the highlights was "Mastering Live Selling Strategies," presented by Nicole Higgins and Natalie Duvall, which provided practical guidance for integrating live shopping into retail strategies. Another popular session, "Press for Success," saw Amanda FitzGerald and Kirsty Raper share expert tips on leveraging media coverage to enhance brand visibility.
The final day also featured the Product Pitch competition, where three finalists—Rounded, Sarah Petherick, and Planet Good Earth—showcased their innovative products to a panel of industry leaders. Planet Good Earth emerged as the winner, impressing judges with their eco-friendly educational products, thoughtful design, and commitment to sustainability. Their victory earned them a week-long pop-up at a leading department store in collaboration with Ind!e.
Rounding out the event, the Spotlight Awards celebrated excellence in 11 categories during a live on-stage ceremony on Sunday evening, adding a touch of glamour and recognition to this already vibrant fair. Here are the winners of the various categories:
Best Newcomer: Studio Frewb
Best New Product, Fashion: Kind Bag
Best New Product, Food: Halen Môn
Best New Product, Gift: PICCOLO Seeds
Best New Product, Greetings & Stationery: Wildwood Paper
Best New Product, Home: Pri Pri
Best New Product, Launchpad: PINNOLE
Best New Product, Play: Best Years
Best New Product, Wellbeing: Salt + Steam
Innovation in Design: Rex London
Best Stand: The Art File
The next edition of Top Drawer is set to take place from September 14 to 16, 2025 and organisers at Clarion Events say they are committed to maintain the fair as a benchmark for the retail industry, highlighting innovation, creativity, and collaboration ensures it remains an unmissable date in the retail calendar.
Commenting on the runaway success of the show, Top Drawer’s Event Director David Westbrooke remarked: “To have three successive years of such significant growth is testament to both the hard work of the team, and the high-regard that the show is held in by the industry; if you want to be in a room with the very best of Retail, Top Drawer is where you do it!”
Photos by Lucia Carpio
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