Organisers of the January Furniture Show have signed a new long-term deal with the National Exhibition Centre (NEC) which will see the event return to the Birmingham venue annually until 2023.
January Furniture Show, which was launched at the NEC in 2015, has continued to grow in size and popularity and its seven-year commitment underlines the confidence in the show and Birmingham’s NEC as the ‘Home of the Furniture trade’.
Before its launch, the NEC’s insight team undertook a piece of research to identify the key factors that the exhibitor and visitor community consider when they are deciding whether to attend an event. The research found quality and ease of transportation links, international accessibility and drive times to be the most important. The NEC ticks all of these boxes; it’s physically connected to Birmingham International Train Station and Birmingham Airport and its sit in the heart of the UK’s motorway network with 75% of the population living within a three hour drive time.
Laraine Janes, co-director for January Furniture alongside Theresa Raymond, cited the venue and the timing of the show as key contributors to its success. She said: “In regards to our choice of venue, we always knew that the NEC was the right choice; it offers the widest audience reach thanks to its location in the heart of the UK, and it has unrivalled connectivity. In terms of timing, our team has been operating in this industry for a number of years and our experience tells us that January is the optimum time to host a show like this as it is the prime buying season for our audience. With these factors in mind, we are confident that this show will continue to be a success so it made sense for us to sign a new long term deal with the NEC.”
The show has seen exceptional year on year growth since its launch; the physical space contracted has increased by 36.5% thanks to a 55% increase in exhibitor numbers.
Charlotte Careswell, Senior Account Manager at the NEC, said: “Shows that launch at the NEC grow on average by 33% from year one to year two and then another 17% in year three. January Furniture is already ahead of the game in year two so we are looking forward to working with the organisers to see how we can continue to push this exceptional level of growth into to 2023 and beyond.”
Ian Taylor, Venue Sales Director for NEC Group Conventions and Exhibitions, said: “January Furniture Show has really taken this industry by storm and it’s been great to watch it develop and grow at the NEC. As a venue, we are keen to work more closely with organisers across the board to secure mutually beneficial long term deals. This new deal sends a message to the industry that January Furniture Show is the leading exhibition for the furniture trade and that the NEC is its home. ”