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Entries are now open for Pitch Live at Spring Fair 2027, the Dragons' Den-style competition that gives emerging, retail-ready brands the chance to pitch their products live to leading retail buyers and industry experts, with a room full of retailers and decision-makers watching on. Entry is completely free for Spring Fair exhibitors, and this year there are four categories to enter: Gift, Fashion & Accessories, Kids, and Licensing.
Spring Fair 2027 takes place from 7 to 10 February at the NEC Birmingham, with the Pitch Live competitions running across the first three days of the show.
What is Pitch Live?
Pitch Live is one of the standout events at Spring Fair. Three finalists are shortlisted in each category and invited to pitch live at the show, and the format is quick: three minutes to pitch your product, followed by four minutes of questions from the judging panel.
This year's panel of judges include experienced buyers and retail leaders from businesses such as Blue Diamond and George at Asda, alongside other leading retailers. Every finalist gets direct feedback from people who decide what goes on a shop floor, whether they take the win or not.
When are the Pitch Live competitions at Spring Fair 2027?
All four competitions take place during the first three days of Spring Fair 2027:
- Gift Products: Sunday 7 February at 3:15pm
- Fashion & Accessories: Monday 8 February at 3:15pm
- Licensing: Tuesday 9 February at 2:00pm
- Kids: Toy, Play & Clothing: Tuesday 9 February at 3:15pm
If you're visiting rather than exhibiting, the sessions are a great way to discover new brands from independent retailers before they hit the shelves.
What do Pitch Live winners receive?
Category winners take home a prize package designed to keep the momentum going well after the show:
- A one-hour PR and brand strategy consultation with Sharon Good, CEO of Good Results PR
- A 3m² contribution towards their stand at Spring Fair 2028
- Free entry to the Gift of the Year Awards
- An enhanced marketing package for the next event
- A dedicated social media post celebrating their win
- Post-show promotion in the Inside Retail newsletter.
Previous Pitch Live winner stories
The value of Pitch Live often shows up after the pitch itself. At previous Spring Fairs, winners went on to secure multiple large orders from buyers who had been watching in the audience. Here's what three past winners had to say.
March Muses: connections that last beyond the show
Natalie Duvall, founder of March Muses, won the Gift category at Spring Fair 2026 and says the real benefits came from what followed. "We entered because we wanted the opportunity to share our mission with a room full of retailers, industry experts and fellow entrepreneurs who understand the challenges of growing a consumer brand," she explains. "Since taking part, we've had a dedicated PR session that has opened the door to some exciting opportunities. The judges also made valuable introductions and shared practical advice that continues to support our growth."
FRUU: from a single product to an outright brand
Amrit & Rhianna, founders of Wherk and winner of the Fashion & Accessories category at Spring Fair 2026, say the win came at exactly the right moment for a young brand. “Winning Pitch Live is absolutely incredible for a small brand like us. We’ve only been going for one year so to get the opportunity of having a pop up in Westfield, a stand next year, and priceless PR advice is amazing and we are so grateful for the opportunity."
Blue Bear & Co: the confidence to tell a genuine story
For Nici Robinson, founder of Blue Bear & Co and winner of the Kids category at Autumn Fair 2025, winning gave her business a much-needed boost of confidence. "Being recognised by the judges gave me confidence that our concept resonated and that there was a place in the retail market for products with genuine meaning and purpose," she says. "Pitch Live gave us real confidence, strong exposure and genuine interest from buyers. Winning was a huge boost and has already helped drive sales and new conversations." You can read more about her journey in our Blue Bear & Co founder story.
Who should enter Pitch Live?
Pitch Live is open to Spring Fair exhibitors with exciting new products across Gift, Fashion & Accessories, Kids and Licensing. It suits founder-led brands looking for a first break with buyers, and established suppliers wanting to test a new launch.
The common thread among past winners is a clear story. Buyers see hundreds of products over the course of a show, and the ones that stick tend to have a real reason to exist. If you're still shaping yours, our guide on getting your brand story right is a good place to start. Duvall's advice for this year's entrants is simple: "Go for it. Be authentic, know your story, and be open to feedback, it's the conversations, connections and opportunities that follow which make it so worthwhile."
How do you enter Pitch Live at Spring Fair 2027?
Entry is free and exclusive to Spring Fair exhibitors. To enter, submit your story here before January 8th, 2027.
If you're not yet exhibiting at Spring Fair 2027 but have a product you'd love to get in front of buyers, it's worth enquiring about exhibiting so you don't miss the chance to take part.
If you like what you've seen here, why not join us in person for the retail event of the season? Spring Fair runs from 7-10 February 2027 at the NEC, Birmingham. Register for free here, and join our newsletter for the latest updates before the show.