By Joyce DiMascio

Good contingency planning put Reed Exhibitions Australia in a strong position when it made the call to shift Reed Gift Fair Sydney from its traditional February dates to April.

Reed Exhibitions Australia managing director Brian Thomas told micenet that 75 per cent of retailers surveyed late last year supported a shift to April if the show could not run as usual in February.

“While an April event may not suit all of our wholesalers and retailers as it may sit just outside their buying cycle, we understand that for many in our community it will provide an all-important platform to meet and do business,” he said.

“In addition, to help those wholesalers and retailers who rely so heavily on the business conducted during the busy February buying period, we are running a separate digital campaign with the release of our Big Book – Digital Edition, along with our online Exhibitor Directory as scheduled.”

Show director Cory McCarrick said feedback since the announcement had been overwhelmingly positive, with both exhibitors and visitors expressing their appreciation for pushing ahead with a Sydney show in 2021, rather than cancelling it.

He said the event will be co-located with Life In Style, an event that showcases cool design, and is held over four halls at the International Convention Centre (ICC) Sydney.

Cory McCarrick said that exhibitors were very keen to meet as the event is an important part of the retailers’ year, especially for sourcing product.

“Fashion and jewellery are very seasonal industries and retail buyers want to see the latest trends and products. It’s an important opportunity for all this,” he said.

The show will have a smaller footprint than the traditional February show in Sydney.

Reed Gift Fairs Melbourne, which was cancelled in Melbourne, has been re-scheduled for July 31 to August 4, 2021, at the Melbourne Convention and Exhibition Centre (MCEC), with Life In Style running at the Royal Exhibition Building from July 29 to August 1, 2021.