The industry's biggest gardening show is back for 2012 with a refreshed look and a more targeted exhibition, say organisers, who announced new initiatives, including bespoke guided tours and a bigger push for innovation.
Glee organisers EMAP yesterday revealed new plans for the show this year, with a stronger focus on core gardening areas and a promise to stop trying to be 'something for everyone'.

The branding has been given a new-look, more in keeping with the show's new key values: 'to guide, innovate and connect', said event director Nick Davison. The logo has a slightly more contemporary look, with the addition of a strapline further defining its position in the market as a 'garden retail show'.

The move follows a mass of independent research into what retailer buyers and suppliers want to get out of the show, designed to help Glee organisers get the exhibition back on track and in line with what the industry needs.

Findings from the research included comments that the show was trying to be something to everyone and that it needed to focus on its core areas - what it is good at - garden care and landscaping.

Another key criticism was that innovation at the show had become "predictable" - an issue that organisers are keen to address. Mr Davison admitted that there was a "fundamental issue with the way new products were displayed in the old format", which often resulted in a number of new and innovative ranges being missed out of the section. He explained that, going forward, show organisers must be more proactive in drawing innovation out of exhibitors and finding what's new.

As a result, a new shop window initiative will be used to showcase the new and original products launched at the show, with organisers waving the £25 admin fee previously charged for entry into the new products zone.

Mr Davison said: "The look and focus of Glee has changed. We want to bring buyers and suppliers together better than ever before."

Other initiatives include guided tours, aimed specifically at smaller retailers to help them shop the show more effectively and a trend tunnel, with mood boards, styling guides and ideas to help provide buyers with inspiration for the year ahead.

The research also threw out some positive affirmations for the organisers, with regular visitors insisting that Glee is still vital to their business to help facilitate growth and that they view the show as a "unique meeting place where buyers and suppliers can come together".

The show will be held in Halls 4 and 5 of the NEC this year but organisers dismissed any suggestion that Glee has downsized, explaining that the footprint of the show in 2012 actually has the potential for it to be bigger than last year, accommodating more exhibitors and occupying more floorspace.

Mr Davison told DIY Week: "The footprint in two halls can be bigger than in the three halls we had last year. The capacity available this year is as big as last year, with potential for even more. We can always extend the footprint if it goes down fantastically well in the market but it's about having the right network to build out from." While there are still around seven months until the 2012 show is set to take place, EMAP did hint that it was already ahead in terms of exhibitor numbers compared with this time last year.