Every year, Glee welcomes a new generation of businesses hoping to make their mark on the garden retail industry. Some arrive with established reputations. Others launch brand new ideas, armed with little more than a handful of products, a modest stand and plenty of ambition.
For LBC Boots, then known as Leon Boots, that journey began at Glee in 2021. Launching into the garden retail market with just over 10 products and a compact stand, the business had a clear mission – to bring a fresh perspective to gardening footwear by combining comfort, practicality and modern design.
Five years later, the business has grown into an established name within the sector. Its Glee stand has expanded, its retailer network continues to grow, and its product development is now firmly focused on lightweight, sustainable footwear with clear points of difference for both retailers and consumers.
According to Charlie Burgess, that growth has been built one conversation at a time. "Glee gave us the opportunity to get our products in front of the right people from day one," he explains. "As a new brand, that visibility was invaluable. It allowed us to introduce ourselves to buyers, start conversations and begin building the relationships that have supported our growth ever since."
Growth built on relationships
Like many young businesses, LBC Boots didn't arrive expecting overnight success. Instead, the company focused on consistently returning to Glee, refining its product range and demonstrating how the brand was evolving year after year. That steady approach has paid dividends.
"We've become much more focused," says Charlie. "Everything we develop today centres around sustainability, ultralight design and creating products that genuinely stand out. It's no longer about offering lots of products. Instead, it's about offering the right products. Glee isn't just where we sell our products. It's where we learn and listen. The conversations we have with buyers, retailers and the wider industry have been invaluable in shaping how the brand has evolved."
Alongside that product evolution has come a growing customer base, with new garden centres and retailers continuing to come on board as awareness has increased. Importantly, many of those relationships can be traced back to conversations that first began on the Glee show floor.
More than just three days
For Charlie, Glee has become much more than an annual exhibition. "It's remained a consistent platform to showcase how the business has evolved," he says. "Every year we're able to reconnect with existing customers, introduce ourselves to new buyers and demonstrate what's new. Just as importantly, it's where we get honest feedback, understand what's changing in the market and leave with ideas that influence what we do next. That's incredibly valuable for a growing business."
That consistency has seen LBC Boots grow from a small launch stand into a much larger presence, reflecting the confidence the business continues to place in the event.
Advice for tomorrow's exhibitors
Having experienced that journey first-hand, Charlie has a reassuring message for businesses considering exhibiting for the first time.
"You don't need a huge stand," he says. "What matters is having a product with a clear point of difference, talking to as many buyers as possible and building relationships. Don't overcomplicate it – just get yourself out there."
It's advice that perfectly captures why Glee continues to play such an important role in bringing new brands into the garden retail market. For LBC Boots, that first step was a small stand at Glee in 2021. Five years on, the business stands as a reminder that success isn't measured by the size of your stand on day one, but by the relationships you build, the conversations you have and your willingness to keep listening, learning and evolving.
Find out more
Every established brand starts somewhere. Whether you're launching a new product, entering the garden retail market for the first time or looking to accelerate your growth, Glee provides the platform to put your business in front of the buyers who matter most.
Co-locating alongside Autumn Fair for two crossover days, Glee creates 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.
