Spring Fair 2026 delivered a powerful statement of intent on day three, with a programme centred on Transformation & Innovation and Purpose & Planet – two themes shaping the future of retail as the industry responds to accelerating technological change, evolving consumer values and the urgent need for responsible growth. The day reinforced Spring Fair’s role as an experience-led platform, equipping retailers with market-changing insight, practical tools and inspiration to innovate with impact.
Under Transformation & Innovation, the focus turned to the often-invisible forces reshaping retail such as data and AI to digital craftsmanship and brand strategy. A standout session in the Licensing Lab came from the Victoria and Albert Museum, where Jen Maude-Roxby, Head of Licensing and Business Development, showcased highlights from the V&A’s brand licensing programme. The session demonstrated how one of the world’s most respected cultural institutions is transforming heritage and iconic works of art into contemporary, commercially relevant retail partnerships. Through design-led licensing, the V&A is broadening access to culture, supporting creative industries and proving that innovation can be rooted in purpose as well as profit. Maude-Roxby said, “The founding mission of the V&A museum is collecting all sorts of excellent examples of the decorative arts. We hold a vast archive of over 2.8 million objects, so we think about future themes, creative leads, and then look at how we might be able to map objects to those.
“We love telling the stories from the original designers, and why they were chosen to be archived, and why they were chosen at that time and how they were brought forward for contemporary collaborations. We’re always looking for brands, manufacturers, designers who have shared values around designs, creative desire and values, but also about sustainability, and those pillars. A lot of mapping goes into the products, the licenses we already have and the gaps, across channel, categories and geography. We look for like-minded companies in all its forms.”
That balance between heritage and forward momentum continued in The Hidden Forum for the POWER TALK with Ray Clacher, Chief Executive of Morleys Department Stores, who explored how long-established department stores can evolve without losing their soul. Using Morleys as a case study, Clacher shared insights into leadership-led transformation, from reimagined store environments to customer experience, and community. His message was clear: transformation, when guided by purpose and community connection, strengthens identity and long-term relevance. He said, “We’re community hubs, it’s so key that we’re servicing those communities, and they are all very different. Our customers want premium, local, quality brands that are at a certain price point. We know our customers, what they’re prepared to pay. Our job is to bring curated collections to the floor. Our buyers know the local markets they’re trying to attract. We’re curators for the local community.”
He added, “Loyalty plays a huge role in that relationship, an interesting stat is that 62% of our business comes through our loyalty card, the loyalty of our customers is insane – they spend twice as much as people who don’t have a card. Retail is local and when you understand your community, loyalty follows.”
Innovation through technology took centre stage in Ideas by You, Speed by AI, where designers and founders explored how artificial intelligence is accelerating creativity rather than replacing it. Speakers including Sara Slade (Sara Slade Interiors), Omar Bhatti (Space Shack) and Timna Rose (Studio Atara) demonstrated how AI can support designers and small businesses by improving speed, iteration and accessibility, while preserving human vision and craft. The session highlighted how emerging tools can unlock more sustainable workflows and empower independents to scale ideas responsibly.
At The Merchant’s Corner, Andrew Xeni, founder of Nobody’s Child, Fabacus and Soreto, delivered a compelling session on Data With a Pulse, revealing how turning hidden information into living intelligence can drive growth across design, production and collaboration. From Digital Product Passports to transparency and traceability, Xeni showed how data, when used with intent, becomes a catalyst for innovation rather than an administrative burden.
Running in parallel, Purpose & Planet addressed how values are being transformed into action across retail. In The New Fashion Economy: Ethics, Leadership & Change, speakers including Helena Mansell-Stopher (Products of Change), Tiffany Moore (Renes Fashion) and Annabel Thomas (ACS Clothing) tackled the environmental impact of fashion and the need for systemic change. The discussion moved beyond surface-level sustainability, focusing on ethical leadership, circularity and long-term thinking as essential drivers of responsible business.
In Design Without Permission: Rethinking Design at Scale, Products of Change founder Helena Mansell-Stopher joined Dunelm Design Manager Jo Seddon to challenge the inherited processes holding back better products, exploring how collaboration, circular thinking and supplier partnerships can unlock more responsible design at mass scale. The conversation sent a clear message to the industry: meaningful change in design won’t come from waiting for permission, but from rethinking systems, relationships and responsibility at scale.
Fay Tranter, Event Director of Spring Fair said, “It’s been another day to continue marking the decisive steps in Spring Fair’s evolution. As the industry faces increasing pressure to adapt, positioning the show as a space where innovation is purposeful, technology serves creativity, and retail is recognised as a force for positive change, Spring Fair continues to deliver the insight, experience and leadership retailers need to transform with confidence and integrity.”
Thousands more retailers visited the show today including TJX Europe, Shop TJC, Waterstones, National Trust, Morrisons, Choice Marketing, RNLI, Merlin Entertainments, John Lewis, Tesco, Sainsburys, Argos, Frasers Group, National Trust of Scotland, TG Jones, Dunelm, W. Boyes & Co, English Heritage, Coopers of Stortford, Next, Dobbies, Blue Diamond, Joules, The Walt Disney Company (Disney Store), Forbidden Planet, ZSL, Victoria & Albert Museum, Morleys Group, and Cadw.
The view from the show floor continued to buzz with energy and optimism. Eileen Ferguson, Co-Founder of Ad Gefrin Distillery in Northumberland said, “I would never miss this show! There are other shows I could take a year out from, but Spring Fair is a must every year!”
Vicky Moore, Buyer from Haskins Garden Centres emphasised the variety on offer at Spring Fair, “I buy lots of different categories, so Spring Fair is perfect – we get everything we need in one place.”
Liz Perridge, Buying Adminstrator, British Museum said, “Overall the Spring Fair experience has been great. We’ve seen some of our longtime suppliers and discovered some lovely new things.”
Claire Barton from Dunelm added, “Spring Fair is a great chance to see our current suppliers and find some new products. We look after kind of all new product areas for the website so we love seeing what’s new, innovative and key sustainable ranges. Lots here that’s new and exciting.”
First time exhibitors Roberts Radio praised the breadth of buyers attending Spring Fair, “We’ve come here looking for new business and opportunities. We’ve seen garden centres, home stores, hotels, even gift shops, all looking to buy not browse. We’re already looking at coming back to Spring Fair.”
Paul McLaughlin, MD of Libra Interiors also welcomed the type of buyers, “So far, we are very happy. We’ve seen new clients and old. We opened some great new accounts yesterday and visitors’ buying intent has improved from last year. We’re also seeing average order values up!”
Megan Wright from Morgan Wright highlighted the importance of seeing products in person, “It was really busy yesterday. We spoke to lots of new customers and got some great leads which I’m confident will convert. It’s good for customers to see things in the flesh. Websites are great, and we pride ourselves on our imagery, but I think it’s still important to come and touch and feel the quality of our product.”
The final day of Spring Fair opens tomorrow at 9am. Don’t miss Retail Huddle Live – Retail Power Sessions (1:1 Clinics) from 11am – 1pm followed by the Retail Huddle Networking Hour, both at The Merchant’s Corner; and a Social Media Masterclass at The Licensing Lab at 11am and Build Your Business Online with Google with Kirstie Kavanagh, Trainer at Google.
Spring Fair 2026 takes place 1–4 February at the NEC Birmingham.
Register now at www.springfair.com.
