Jackson Szabo believes the UK has quietly become Europe's most dynamic retail market, with innovation, creativity and resilience creating new opportunities for international brands.

For years, the narrative surrounding UK retail has been dominated by familiar themes: Brexit, rising costs, inflation, store closures and squeezed consumer confidence. According to Jackson Szabo, Retail Portfolio Director at Spring & Autumn Fair, that's the problem.

“The conversation has become trapped in yesterday's headlines,” he says. “Too much of the industry is still asking whether UK retail has recovered. I think that's the wrong question. The real question is what UK retail has become.” Far from seeing a sector in decline, Szabo believes Britain has quietly become one of Europe's most dynamic retail markets, not despite the disruption of recent years, but because of it.

Having spent more than a decade working across technology, media and communications before moving into retail, he has watched multiple industries experience the same cycle. “Every industry reaches a moment where the old model stops working. I've seen it happen with broadcasting, communications and technology. It feels uncomfortable while you're living through it because everyone focuses on what's disappearing. But disruption doesn't destroy industries. It forces them to evolve. Retail is no different.”

For Szabo, that's exactly what Britain has done. Rather than clinging to traditional models, retailers have been forced to rethink how they buy, how they sell and, perhaps most importantly, how they connect with customers.

Autumn Fair brings together global brands and independent buyers seeking originality, craftsmanship and products that stand out. As retailers continue to look for ways to differentiate their offer, Autumn Fair is reinforcing its position as a gateway to international brands, bringing together exhibitors from more than 15 countries when the show returns to the NEC Birmingham from 6–9 September 2026.

According to Szabo, British retailers are increasingly seeking products with strong stories, craftsmanship and authenticity rather than simply more choice. The shift is creating significant opportunities for international brands looking to enter or grow within the UK market.

“The UK hasn't become a weaker retail market, it's become a smarter one," says Szabo. For international brands, Szabo believes that's a significant opportunity. “British retailers aren't looking for more products. They're looking for brands that help them stand apart. Consumers today buy heritage. They buy craftsmanship. They buy authenticity. They buy stories. International brands naturally bring those things because they introduce different cultures, different perspectives and different ways of thinking – and more curated and distinctive shopping experiences.”

For independent retailers, Autumn Fair has become an essential destination for discovering those unique global brands without the cost and logistics of travelling overseas.

Jo Senior, owner of MOJO and The Other Half in Twickenham said, “We love to stock international brands as it offers our customers unique pieces that they can only find locally in our shop, which is exactly what our customers are looking for. Every year we find that Autumn Fair is the perfect place to find these unique brands to stock and with so many trade shows where dates cross over, along with the addition of expensive travel costs, it's hard to visit them all. Autumn Fair is a reliable destination show to view a well-curated range of international brands.”

Nicky Mendoza-Wilson, owner of Rose & Lyons boutique in Bruton, Somerset, is also a regular visitor to Autumn Fair in search of global brands. She said: “With the cost of travelling to Europe and beyond fairly prohibitive, I can catch up with any of the international brands that I already deal with and look at their new collections, be it in the gift, home or clothing sector, as well as sourcing new brands. Most of the international brands that choose to be at Autumn Fair are already aware of the customs and shipping issues and have usually set something up to assist or adjusted their prices accordingly, so I'm not nervous to discuss that with them.”

Szabo also believes Britain's retail culture remains one of its greatest strengths. “The UK has always punched above its weight when it comes to retail. Our buyers are incredibly sophisticated, consumers are naturally curious and there's a genuine appetite for discovering something new. That's why international brands continue to perform here. British consumers don't just buy products, they buy originality.”

This year's international exhibitor line-up reflects the global nature of modern retail, with brands travelling from countries including Nepal, Turkey, Ireland, the Netherlands, Spain, Kenya, Canada, India, Sri Lanka, Ukraine, Australia, Georgia, Mexico, the United States. The diverse offering spans home décor, gifts, jewellery, fashion accessories, textiles, toys, lifestyle products and sustainable design, giving retailers access to products that help them stand out in an increasingly competitive marketplace.

Among the brands exhibiting are Aft Tekstil (Turkey), Ambiente Europe B.V. (Netherlands), APARAIS (Spain), CuteBee (USA), Dakari (Kenya), EuroScrubby (Canada), Lakshya Gems (India), Premier Socks (Ukraine), Squishable (USA), Wilderly by Mama Movement (Australia) and Kunstsokken (Netherlands), alongside many other suppliers introducing new collections to the UK market.

The international offering at Autumn Fair is set to receive a further boost this year following the UK–India Free Trade Agreement coming into force on 15 July, creating new opportunities for trade and collaboration between the two markets. The show expects to welcome a strong presence from India, including several country pavilions showcasing craftsmanship, textiles, jewellery, home décor and gift products, alongside dedicated pavilions from China, Hong Kong and Taiwan.

Nihat Berktas, Key International Development Director at Autumn Fair said, “It's fantastic to welcome so many international brands to Autumn Fair this year. The variety of products and creativity they bring gives our retail buyers even more choice and fresh inspiration. We're also looking forward to welcoming a strong presence from India. Autumn Fair is all about creating new business opportunities, and we're proud to connect brands from around the world with retailers across the UK and beyond.”

The show's international appeal extends beyond exhibitors, with leading retail organisations from across Europe continuing to see Autumn Fair as an essential destination for trend spotting, product discovery and commercial insight.

Daniel Kullmann, Head of Public Affairs at EK Retail, a European buying group representing 3,800 retailers and 7,500 stores across 11 countries said, “Autumn Fair and Glee are fixed dates in our calendar because nowhere else are the latest trends and innovations across so many sectors showcased. That's why we're delighted to be returning in September with a group of retailers and buyers from across Europe. Retailers and buyers discover trends and new products at Autumn Fair that enable them to stand out from the competition in their domestic retail markets.”

Szabo concludes; “The narrative around UK retail needs to change. This isn't a market that's survived disruption; it's a market that's been strengthened by it. The question isn't whether the UK is still worth investing in. It's whether international brands can afford to overlook one of Europe's most resilient, innovative and influential retail markets.”

 

Autumn Fair returns to the NEC Birmingham from 6–9 September 2026, bringing together thousands of buyers across Home, Gift and Fashion with brands from around the world.

 

For international businesses looking to establish, grow or strengthen their presence in the UK, Autumn Fair provides a gateway to one of Europe's most dynamic retail markets.