15 - 17 September 2020
NEC Birmingham UK



19 new customers who have made repeat orders, a successful launch of new products, and continuing to build the brand profile

“We love trade shows and take them very seriously. Thanks to the great results we achieved at the 2017 show, Glee is now central to our marketing activity in the UK.”

Dubby Klyne, Groups Sales Director, Scruffs®


Focus and Challenges

Scruffs® founded in 2005, has been built through meeting a market need for high quality, mid-market priced luxury pet bedding and accessories. The company vision is to make products that improve the lives of pets and owners worldwide. Innovative use of high-end home furnishing fabrics and fashion colours is supported by a very strong focus on quality control. The result is that the returns rate in 2015 was 1:11,000 products worldwide on total sales of over 1m pet beds sold per year.  

Glee was the first trade show Scruffs® attended and they were overwhelmed by the level of interest in the products. However, the organisers at that time were not interested in the pet market. The new  owners, i2i Events, now Ascential Events brought energy, focus and expert marketing support to the Pet Products section of Glee. At the same time, Scruffs® had grown its business in garden centres and this combination of factors made it a logical move for Scruffs® to return to Glee.

The objective: Build relationships with new customers in the UK garden centre market

scruffs products

The Glee solution

Glee offers unique access to the UK garden centre market with 98% of Garden Centre Association member buyers attending the show each year. As a result, Glee fits perfectly into the exhibition-led go-to-market strategy Scruffs® has developed. The company attends 22 top exhibitions a year around the world and recognised that Glee is the show they had to attend in order to fully reach the UK garden centre market.

The Glee team worked closely with Scruffs® to develop an integrated marketing campaign with the company being promoted through the Glee website, social media and targeted emails and personalised direct mail. In addition, Scruffs® contacted its customers and prospects through its own email, tele-marketing and social media and its reps on the road.

A mid-sized stand was chosen by Scruffs® and they fully utilised the space to present its product collections - Scruffs® (for dogs), Tramps® (for cats), Crufts and The Kennel Club. Scruffs® traditionally launches new products in September and now see Glee as the perfect event to launch new designs, fabrics and colours and ensure they have the best chance of sales success. 

pets at glee

Pets at Glee

Benefits of exhibiting

Scruffs® measure success at trade shows by the number of new customer they gain. Despite relationships with over 250 garden centres in the UK, Scruffs® made valuable new contacts at the 2017 show.


Attract new customers

  • Meet the key people in the UK garden centre market
  • Face-to-face meetings on the stand accelerate the sales process

Build loyalty

  • Highlight the company's commitment to innovation, and quality of design and production
  • Reinforce existing customer relationships

Launch new products

  • The best platform for gaining initial sales and customer feedback
  • Promote the brand image and commitment to customer service


“By the middle of day 2 we had met 12 new customers, so I re-booked for 2018 right then.”

Dubby Klyne, Groups Sales Director, Scruffs®



  • 19 new customers who have made repeat orders
  • Successful launch of new products
  • Continue building brand profile


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