In a special one-to-one with the organisers of the January Furniture Show (JFS), we presented questions from the trade ahead of next month’s exhibition.
What’s the best thing about the show?
The January Furniture Show is the place where the furniture and interiors industry comes together under one roof to launch, source and connect. It’s the one moment in the year when buyers can see full collections in person, compare quality side-by-side and discover hundreds of new products before they hit the market. The energy of face-to-face sourcing simply can’t be replicated anywhere else.
What’s the biggest challenge that exhibitors face at the show?
Sustaining momentum during peak buying periods throughout the show. Interest from buyers is consistently high, especially as an order writing show. To support exhibitors, we provide targeted pre-show marketing and effective lead tools to enable post event follow ups.
What does the January Furniture Show do to encourage more trade visitors to attend?
Audience development is a year-round effort. We invest heavily in targeted digital campaigns, collaborate with press partners, buying groups and trade associations and maintain a robust email and direct mail programme. We also invest heavily in curated features to experience at the show and trend-led content so buyers can stay up to date with the industry in addition to sourcing.
What is your view on the number of UK furniture shows? Are visitor numbers declining?
The UK has a very active show calendar, and naturally the industry evolves from year to year. What we’re seeing at JFS is steady growth and high-quality attendance – especially from key national and independent retailers – supported by our investment in new content, new features and new brands. Buyers want efficient, high-value sourcing opportunities and JFS continues to deliver that, which is why attendance remains strong.
How do you decide which product categories sit together across the halls?
We organise the show with clear category groupings, and Hall planning is always built around keeping complementary sectors together. At the same time, we also consider buyer behaviour and the natural flow of the event, as many retailers source across multiple categories. The layout is designed to make it easy for them to explore related products in a logical, connected way. This balance ensures strong hall identity while still supporting discovery and commercial opportunity for all exhibitors.
How are you managing the hall layout and visitor flow this year?
This year’s hall plan, moving from Halls 1, 2, 4, 5 to 1, 2, 3, 5, is a strategic first step toward reoccupying the full run of Halls 1 to 5 in the long term. Bringing Hall 3 back into the footprint allows us to begin reconnecting the layout and strengthening overall flow.
To support this, the routing has been carefully designed to create clear, direct walkways between the halls in use. Enhanced signage, floor decals and staff at key points ensure a smooth and intuitive visitor journey. The aim is to encourage full exploration of the show while we continue a phased approach toward a fully contiguous hall structure.
What are the key takeaways you expect from this year’s show?
Buyers can expect more new launches than ever, a significant uplift in international brands, exclusive show only offers, and a refreshed show design that makes sourcing easier and more inspiring. Exhibitors can expect high quality buyers, stronger data capture, and an energised marketplace ready for the year ahead. Retail Revealed LIVE Stage adds even more value, with sessions exploring leadership, sustainability, AI and technology and the future direction of the sector.
What is the balance between UK and overseas exhibitors? Any new international brands?
This year sees our strongest international representation in years, with 40% of the show made up of international brands. New exhibitors are joining us from Italy, the Netherlands, Portugal, Germany, Denmark, Poland, China and Hong Kong – bringing fresh design perspectives and new product innovations to the UK market.
Is there a decline in the show footprint. Is the show struggling? How are you addressing this?
The show isn’t struggling – it’s evolving and growing in fact the floorplan is 10% bigger this year, and visitor numbers are not declining. We’ve focused on creating a more efficient, high-quality layout rather than expanding footprint for scale alone. Rebook for 2026 was our strongest to date, with major brands returning and a notable increase in international exhibitors joining, reflects sustained confidence and growing global interest in the show.
With buyer behaviour changing and suppliers hosting showroom events, how do you ensure JFS remains a must-attend?
Showrooms are valuable, but they can’t replicate the scale, variety, and efficiency of JFS. Here, buyers discover hundreds of brands in one trip, compare product quality firsthand and stay ahead of the trends shaping the year. Our investment in features, exclusive launches and international growth keeps JFS an essential annual touchpoint.
How is the show evolving to deliver a more innovative and engaging visitor experience?
We’re elevating the experience across every touchpoint. The new Retail Revealed LIVE Stage brings a full programme including fresh thinking on sustainability, leadership and technology, giving visitors the insight they need to stay ahead. The Women in Furniture Network will also host a networking brunch and leadership panel throughout the show. And this year marks the inaugural Excellence in Furniture Awards, creating a standout moment for celebration and connection.
Alongside this, visitors will enjoy enhanced feature areas, improved navigation and the brand-new Botanical Garden Bar – all contributing to a more cohesive, design-led and future-focused show experience.
Save the Date
The January Furniture Show returns to the NEC Birmingham from 18–21 January 2026. Sign up using our dedicated link via the QR code now.
