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The trade show must go on: What More UK to take part in massive global trade fair gone digital

Published: 15 February 2021 - Neil Mead

What More UK will be attending the international consumer goods tradeshow, Ambiente 2021, from the comfort of their Accrington HQ.


The Lancashire housewares manufacturer, and owner of the well-known brand Wham, has been a regular exhibitor at the annual Ambiente tradeshow for more than 20 years. Now, as a result of the global pandemic the show has gone online, and What More UK will be joining them.

Ambiente is the leading international consumer goods trade fair. Before the pandemic took hold last year, it regularly attracted astonishing numbers of exhibitors and visitors. In 2019 the show saw 4460 exhibitors from 92 countries and 136,000 visitors from 162 countries. This was in February, just one month before the first wave of coronavirus restrictions.

This year the show will be going totally digital, and combining sister trade shows: Christmas World, Creative World, and Paper World. All three are well established features of the tradeshow calendar. It is hoped that by joining forces, the new offering named Consumer Goods Digital Day, will give exhibitors and attendees the chance to engage with potential customers. Exhibitors and attendees can access a greatly enhanced conference programme all accessible online. Organisers have also laid on a special digital ordering platform so business transactions can still take place as before.

What More UK Director Tony Grimshaw OBE told us about Ambiente and why it's an important fixture of the calendar:

"Ambiente is an important event for lots of reasons. It's been a great place to meet customers and make new contacts in the industry. There's such diversity at Ambiente. Going online will mean doing things differently. It's uncharted water and we're excited to see where it takes us."

"I'm sure we'll get back to normal as soon as possible. But now it's gone online, I think we'll be seeing a new side of Ambiente in the future, one with much greater digital presence."

"The organisers have had to find new ways to add value to the show. For instance, they've greatly expanded the conference programme this year."

Since the pandemic struck early last year, What More UK has done everything possible to maintain business as usual, keeping the country's shelves stocked. It's continuing support of industry tradeshows like Ambiente is another example of this firm's positive attitude.

What More UK manufacture metal and plastic housewares of all kinds, from around the sink items to garage and officewares. During lockdown their range of bakeware and cookware has been in high demand. The firm also makes products for the garden like planters and troughs. What More is a proud member of Made in Britain and they export UK branded goods to 75 countries around the world, in addition to every major UK supermarket and another 1600 independent retailers.

For more information about What More UK visit



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