As Glee continues to champion innovation and newness across the garden retail sector, a growing number of brands are using the show as a springboard for long-term success.
Here, we take a look back at exhibitors who debuted at Glee and have since gone on to achieve remarkable growth.
First up is Halliesphere – a British design-led brand specialising in beautifully crafted ceramic arrangers, designed to elevate floral displays and make impactful arrangements accessible to both professionals and consumers alike. Having launched at Glee 2024, founder Jennifer Susan has since taken her business from concept to commercial success in little over a year – and still credits the show as a defining moment in that journey.
“Glee wasn’t just a trade show – it was the birth of my business”
For Jennifer, Glee 2024 marked far more than a first exhibition – it was the official launch of Halliesphere. “I gave it everything,” she explains. “I secured a government start-up loan, rebranded, built the website, and even worked with a voice coach just to make sure my voice would survive four days of pitching.”
Determined to stand out, Jennifer took an unconventional approach to her stand design. “People talk about ‘10x’ing your business but I was brand new, so I decided to ‘10x’ my product instead.” The result was a striking installation of oversized paper flowers arranged into a large-scale Halliesphere prop, a bold visual that quickly drew attention across the show floor.
That decision paid off. The stand was recognised by media on-site, earning “stand out” coverage, while Halliesphere was also shortlisted for the Best New Product Award, with Jennifer pitching on stage alongside established industry names less than 24 hours after launching the business. “It was surreal,” she says. “To be pitching next to brands I’d looked up to, when my company was barely a day old.”
Connections that changed the course of the business
Beyond the visibility, it was the conversations that proved most valuable. “The conversations at the NEC were gold,” Jennifer reflects. “I met buyers from Scotts of Stow, Lakeland and Shell on Earth – and secured stockists straight away.”
But just as importantly, Glee provided honest, real-time feedback from retailers. “Buyers loved the luxury ceramics and understood the price point, but they needed a more accessible entry product.”
Jennifer acted quickly. Within just 12 weeks of the show, she had sourced a UK manufacturer and launched a 100% recycled range, with wholesale prices starting from £7.
“That pivot changed everything,” she explains. “The recycled range became a gateway product. It sells incredibly well at shows and helps bring stockists into the wider collection, including the fine bone china.”
Glee also opened unexpected doors beyond retail. From securing a podcast appearance on-site which led to further media opportunities, to meeting industry figures who would later champion the brand, the ripple effect of those early connections continues to shape the business.
From first stand to national recognition
Since that debut at the NEC, Halliesphere has experienced a rapid and impressive trajectory. Highlights include a bespoke partnership with the Ashmolean Museum, where designs sold out ahead of a major exhibition, as well as a successful ‘artist in residence’ pop-up with John Lewis, delivering a £4,000 Mother’s Day week.
Media recognition has followed, with Jennifer named “Floral Mechanic of the Future” by The Flower Arranger, alongside further national coverage. At the same time, the brand has built a strong independent retail network, now working with more than 20 stockists across the UK. “They’re the heartbeat of the business,” Jennifer notes.
Behind the scenes, Halliesphere has also secured prestigious manufacturing credentials, producing its luxury ceramic range at Duchess China, the UK’s last remaining Victorian fine bone china factory. “To be sharing a production line with names like Fortnum & Mason and the Royal Estates is incredibly special,” she says. “It feels like real validation.”
Momentum building into 2026
Looking ahead, the growth shows no signs of slowing. Halliesphere is preparing for a nationwide rollout with Interflora, targeting more than 900 florists, alongside an expanding calendar of experiential retail, workshops and wellness events.
Jennifer’s profile within both the floral and gift sectors continues to rise. In May, Halliesphere was featured in a four-page spread in Cotswold Life, shining a spotlight on the brand’s unique approach to floral design and craftsmanship.
Further recognition has followed, with Jennifer recently named a finalist in the National Small Business Awards in the Innovation Award category. Public voting opens on 1st August, providing another opportunity for the industry and consumers alike to recognise the creativity and entrepreneurial spirit behind the Halliesphere brand.
The exhibition calendar for 2026 is also gathering pace. Jennifer will be a new exhibitor at the Blenheim Palace Flower Show, the Home Fragrance Show in London and the Rooted in History Flower Festival near Nottingham, all with dedicated trade stands, whilst continuing to run the business single-handedly.
Halliesphere will also have a major presence at Fleurex, the British floral industry’s largest trade exhibition, organised by the British Florist Association. Alongside a trade stand, Jennifer will be showcasing the brand’s signature giant flowers and delivering live demonstrations on stage throughout the event.
From prestigious trade shows and national media coverage to collaborations with organisations such as Horatio’s Garden – Halliesphere’s chosen charity of the year – the brand continues to build visibility, credibility and commercial momentum across multiple sectors. At the heart of it all remains the same ambition: to grow sustainably, creatively and with purpose.
Advice for future Glee exhibitors
For those considering exhibiting at Glee for the first time, Jennifer is clear on what matters most. “Don’t be afraid to be the face of your brand,” she says. “Buyers aren’t just looking for a product, they’re looking for a story and someone they can trust.”
Equally important is making the most of every interaction. “Listen to everyone who walks onto your stand as you never know where those conversations will lead. Some of my biggest opportunities came from unexpected places.”
And it’s not just about buyers. “Talking to other exhibitors was just as valuable. Many of them run their own shops and they can become stockists too. That’s exactly what happened for me.”
For Jennifer, Glee was more than a launch platform, it was a catalyst. “I walked in with an idea and walked out with a business.”
Find out more
To find out more about Halliesphere, visit www.halliesphere.com or email discover@halliesphere.com for wholesale enquiries. You can also find Halliesphere on Etsy and Faire – and if you’re keen to try it for yourself, use code FREEPOST on Etsy to enjoy free delivery.
If you’re looking to follow in the footsteps of brands like Halliesphere – using Glee as a launchpad to build momentum, secure stockists and accelerate growth – now is the time to be part of the 2026 show.
Glee returns to the NEC Birmingham from 8th – 10th September, co-located with Autumn Fair (6th – 9th September) to create the largest and most valuable buying event of the season. To find out more – whether to book exhibition space or stay up to date with the latest developments – visit www.gleebirmingham.com or call +44 (0)203 3545 9752.
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