Spring Fair has launched a new campaign film for its 2027 ‘A Love Letter to Retail’ initiative, bringing together voices from across the retail community to celebrate the people, passion and connections that make the industry unique.

Launched ahead of Spring Fair 2027, taking place at NEC Birmingham from 7–10 February, the film builds on the campaign unveiled earlier this year and explores the many reasons people choose a career, business or life in retail - from the thrill of discovering new products to the relationships built with customers, suppliers and colleagues.

Spring Fair is now opening its Love Letter to Retail to the whole industry, inviting retailers, buyers, brands, suppliers and everyone working across the sector to share the people, moments, relationships and experiences that made them fall in love with retail.

THE PEOPLE AND PASSION BEHIND RETAIL

The new film brings together voices from across the retail community, each sharing their own perspective on what makes the industry so rewarding – from the excitement of discovering something new to the relationships built with customers and the constant evolution of the retail landscape.

Ray Clacher, CEO of Morleys Department Stores, reflects on a career spanning more than four decades: “Retail has been part of my life for over 40 years. When you spend that long doing something you love, it becomes so much more than a career. It’s never really been a job; it’s been a vocation. It’s the people, the products, the constant change and the excitement of never knowing what you’re going to discover next.”

For Bruce Langlands, CEO of Trotters, it is the pace, variety and human connection that make retail so exciting: “It’s fast paced, it’s constantly changing. And above all, it’s about real people and real needs. Every day feels different. There are always new opportunities, new ways to make the experience better for our customers.”

Jonathan Sellwood, Founder of Barnbury, celebrates the excitement of discovery and the unpredictability of finding a product that really connects: “The fun starts with sourcing new products from around the world. We never quite know what’s going to sell, and there’s nothing better than watching an unexpected product become a real hit. The best part is when someone walks into the shop. The products, the displays and the personal service – it’s what makes it all worthwhile.”

For Pauline Connelly, Director at Daisy Home, retail is ultimately about community and the relationships created with customers: “Retail is about community. It’s about real interactions, personal service and getting to know who walk through our doors. We love being able to shape the store around customers.”

The film closes with Fay Tranter, Event Director at Spring Fair, reflecting on why those connections are at the heart of Spring Fair: “For more than 75 years, Spring Fair has brought the industry together. And while retail is constantly evolving and changing, the heart stays the same. People back people; a buyer taking a chance on something new; a founder seeing their product on the shelf for the first time; a conversation that becomes an order, a partnership, the start of something bigger.

“Those moments are why Spring Fair exists. To bring people together. The ideas, the products that keep retail moving forward. So, to everyone who puts their passion, creativity and belief into this industry, this is our love letter to you.”

SHARE YOUR LOVE LETTER TO RETAIL

Spring Fair is now inviting everyone across the retail industry to add their voice to the campaign, celebrating the people, moments, products, relationships and experiences that make retail special. Whether it is a letter to the shop where you got your first job, the buyer who gave you your first opportunity, the supplier who became a friend, the product that changed your business, the customer who keeps coming back, or simply the reason you still love what you do, Spring Fair wants to hear it at www.springfair.com/your-love-letter-to-retail.

The campaign will continue throughout the build-up to and during Spring Fair 2027, where A Love Letter to Retail will come to life through creative installations, authentic stories and immersive experiences across the show.

Love Letters to Retail Film is available via this link v6 - Dropbox

Share your Love Letter to Retail: www.springfair.com/your-love-letter-to-retail

Spring Fair 2027: 7–10 February 2027 | NEC Birmingham | www.springfair.com