Every year, Glee welcomes businesses at every stage of their journey. Some arrive as established names, whilst others are taking their first steps into the garden retail market, armed with little more than a handful of products, a small stand and plenty of ambition. Grass Gains was one of those businesses.

Making its Glee debut in 2022 with just three products and a modest stand, the company had a clear ambition: to introduce its fresh approach to lawn care to retailers, listen to the industry and begin building the relationships that would support its future growth.

Four years later, that ambition has become reality. Today, Grass Gains has evolved into one of the sector's recognised lawn care brands, with an expanded team, a significantly broader product portfolio and a growing presence across both retail and direct-to-consumer channels.

Humble beginnings, ambitious plans

Reflecting on those early days, Josef Farrow, Sales Director at Grass Gains, says the business was still finding its feet. He said: "When we first exhibited at Glee in 2022, Grass Gains was still very much in its early growth phase. We had a much smaller team, a much narrower product offering and were focused on establishing ourselves within the lawn care market.

"We launched with around three SKUs and a simple stand. Our aim was straightforward – to raise awareness, meet retailers face-to-face, gather feedback and start building relationships across the industry."

Those early conversations laid the foundations for the next stage of the business, helping Grass Gains build the relationships and market understanding that would support its rapid growth.

Growing the business

Since that first exhibition, Grass Gains has expanded its team, increased its retail footprint, secured listings with major retailers and invested heavily in its warehouse facilities, whilst simultaneously building a thriving direct-to-consumer business serving homeowners, keen gardeners, retailers and trade customers across the UK.

Innovation has also remained at the heart of the company's development. What began as a focused lawn care range has grown into a comprehensive portfolio covering year-round lawn maintenance, whilst the launch of Plant Gains has seen the business successfully move into plant care, helping gardeners overcome some of the nutrient challenges associated with peat-free compost.

The Glee effect

Whilst product development has driven much of Grass Gains' success, Josef believes the relationships forged through Glee have been equally important. He said: "Glee has been instrumental in helping us build relationships across the sector. Many of the conversations and introductions we've made at the exhibition have gone on to become valuable partnerships, retail opportunities and long-term business relationships.

"What’s more, Glee gives us a platform to showcase our latest products, meet key decision-makers and keep up to date with developments across the sector. It's also been a great place to strengthen relationships through organisations such as GIMA."

Looking ahead, Glee continues to play an important role in the company's growth strategy, providing the ideal opportunity to reconnect with customers, launch innovations and maintain a strong presence within the market.  Josef added: "We continue to invest in Glee because it remains the leading event for the garden industry. It’s that simple”

Advice for the next generation

Asked what advice he would give to businesses considering exhibiting for the first time, Josef's answer is one born from experience.

"Go into the exhibition with clear objectives, have as many conversations as possible and focus on building relationships rather than chasing immediate sales. The long-term value comes from the connections you make.  And don't be afraid to get buyers onto your stand. If you're passionate about your products, people will see that. Be patient too. Not every opportunity happens there and then, but the relationships you build can have a lasting impact on your business."

Grass Gains' story is a reminder that success at Glee isn't built over three days alone. It's created through the conversations that begin on the show floor and develop into long-term partnerships, helping ambitious businesses grow from promising start-ups into established names within the garden retail industry.

Find out more

Co-locating alongside Autumn Fair for two crossover days, Glee 2026 is set to create Europe's biggest buying moment, delivering access to an even broader audience of buyers, more opportunities to build valuable retail relationships and unrivalled business insight – before a dedicated third day focused exclusively on the garden retail sector.

If you're ready to start your own Glee success story, visit www.gleebirmingham.com to find out more about exhibiting at Glee 2026.