This week I made the trip to the Birmingham NEC to attend the Glee exhibition.

I wasn't there for quite as short a visit as those two Russian chaps who visited my hometown of Salisbury back in March, but it wasn't that far off. The show has changed so much over the years since I started working on the magazine back in 2001, that it's difficult to justify more than half a day there.

Once a mainstay of dealers’ calendars, Glee is very much these days an event for garden centres and other domestic gardening retailers.

I have to say though, this year’s show was very impressive in its re-jigged format with a new hall configuration and clearly many more exhibitors than in recent times. As soon as you entered the exhibition it was obviously much, much larger, with plenty of exhibitors pushing the boat out with impressively elaborate and eye-catching stands.

Handy's stand

Making the most of the redesign which encompassed a large central ‘boulevard’, located along which were many of the major players, were Handy. Once again effectively acting as ‘machinery at Glee’, Handy’s stand brought together their brands such as Webb, Handy, Flymo, McCulloch, GreenWorks and Karcher, into one impressive space. Actually comprised of less square meterage than in recent years, through some clever use of stand design, their presence felt bigger and more significant than ever. Handy’s MD, Simon Belcher, was particularly pleased with their location, across from Smart Garden Products who are apparently the country’s biggest growing garden centre supplier – meaning their footfall had benefited wonderfully.

Simon Belcher

I asked Simon why they continue to return to Glee year after year? “This show is always about quality, not about volume,” he said. “The people that we meet here are all good quality buyers. We get all the key buyers right the way through from independents to supermarkets and the mass channels. It’s not a show that’s packed with people, but crucially for us it’s the right people.”

Handy’s tend not be meeting new customers for the very first time at Glee they say, it is mostly people they already know. 

And what are those buyers interested in? “Buyers are talking to us about both machinery and our ranges of accessories," explained Simon. "Also, our presence here gives retailers the opportunity to look at our merchandising solutions too. For example, our wooden Webb mower stands are popular in garden centres. Their style is in-keeping with a lot of what you’ll find in those stores, plus they get the mowers up to head height so they’re easy to view and the boxes tuck in neatly underneath.”

Service Dealer editor Steve Gibbs talking to Simon Belcher

In terms of what products are doing well currently, Simon said GreenWorks has grown massively this past year. “The battery machines we sell are clearly the biggest emerging product category,” he said. One of the new products which had a prime display location on the stand, which is apparently proving extremely popular with retailers and consumers is a new lithium ion pressure washer. “People can’t get enough of this at the moment,” Simon said. 

The new GreenWorks pressure washer which is proving popular

I asked Simon, what with the show having a refresh this year, whether he thought it was worth more specialist dealers returning to check it out – but he wasn’t so sure.

“Only if they’re coming specifically to see us because there’s not much else here for them,” he said. “And to be fair some of the products we’re showing like Flymo, McCulloch, Karcher, these are not the brands that the specialist dealer is buying. They’re buying Webb mowers and the Handy products – but we’ve got eight guys out on the road, calling in to see them, taking those products to them. Frankly they are seeing those new products way ahead of this show. If your area manager is doing a good job, I’d say it’s not really worth the trip for a specialist dealer anymore.

“The only way it really would be is if more machinery people start exhibiting again – which I can’t see happening.

Speaking to Chris Slinger, dealership development manager, at STIHL GB who were also at Glee once again to promote their domestic electric equipment, he agreed that the show wasn’t really for specialist dealers anymore.

“To be honest I think the show has moved on,” he said. “We’ve seen some dealers come through the stand that have some crossover – but it’s mostly just garden centres.”

Chris Slinger

Chris also had praise for the show, which delivered the perfect audience for whom the company were wanting to promote their entry level, cordless machinery. “There is value in us attending this show because of what we’re doing with our domestic range. We are attracting younger customers and increasing awareness of our brand. That ties in with our TV advertising and our continuing sponsorship of Leicester Tigers.

Asked how they assess if Glee had a been a success for the company, Chris said, “We have made some excellent leads here which we’ll follow up. Making further contact with the buyers from the type retailers who attend this show, is superb for the product we’re promoting.”

To be fair, Simon and Chris are completely right in their assessment that Glee isn't really for specialist dealers anymore. Without a doubt it's not what it used to be - but what it has become is a superb show for that specific sector.

I would say the only reason why a specialist dealer might consider returning next year is if they are looking to diversify within their showroom. The array of differing gardening and related products from the huge number of exhibitors is quite staggering.

A wander around the halls for a few hours could perhaps strike previously unconsidered inspiration!