In a move designed to celebrate the human side of commerce, Spring Fair has rolled out a brand-new campaign film titled Love letters to Retail. The short video, unveiled just weeks before the fair’s 2027 edition, showcases a cross-section of the sector – from department-store veterans to emerging brand founders – explaining what draws them to a career, a business, or a lifelong commitment to retail.
The film will serve as the centerpiece of an interactive programme that runs throughout the event at the NEC Birmingham from 7 to 10 February 2027. Attendees can expect immersive installations, storytelling hubs and a digital platform where anyone can contribute a personal note addressed to the people and moments that shaped their retail journey.
The campaign film and its protagonists
Four senior figures appear on screen, each offering a concise glimpse into their own attachment to the industry. Ray Clacher chief executive of Morleys Department Stores, reflects on a four-decade-long relationship with retail, describing it as “a vocation rather than a job”. Bruce Langlands head of Trotters, emphasizes the sector’s rapid pace and the importance of responding to genuine customer needs. Jonathan Sellwood founder of Barnbury, talks about the thrill of sourcing unknown products and watching them become best-sellers. Finally, Pauline Connelly of Daisy Home stresses the community aspect, noting that retail thrives on personal interactions and tailored service.
Each interview is intercut with dynamic footage of bustling shop floors, product displays and candid moments between buyers and sellers, reinforcing the film’s message that retail is as much about relationships as it is about merchandise.
Voices from the retail front line
The narrative reaches its crescendo with Fay Tranter Spring Fair’s event director, who frames the exhibition as a long-standing conduit for connection. She remarks, “For more than 75 years, Spring Fair has brought the industry together. While the environment evolves, the heart stays the same – people back people, a buyer taking a chance, a founder seeing a product on a shelf for the first time, a conversation turning into a partnership.”In this context, a “love letter” is a symbolic tribute to every stakeholder who fuels the sector’s momentum. Tranter’s closing remarks position the campaign as both a celebration and an invitation.
Beyond the film, Spring Fair is actively seeking contributions from the wider community. Participants are encouraged to write to the shop where they earned their first paycheck, the buyer who offered a breakthrough opportunity, a supplier turned friend, or a product that transformed their business. Submissions can be sent via the dedicated portal on the fair’s website.
How the industry can join the conversation
To ensure the initiative resonates beyond the fair, Spring Fair has set up a multi-channel outreach plan. A series of creative installations will appear throughout the NEC venue, each designed to display selected letters in real time. In parallel, an online gallery will feature the most compelling stories, allowing remote participants to engage with the campaign.
Retail professionals interested in contributing can visit /your-love-letter-to-retail and fill out a brief form. The platform accepts text, images and short videos, giving contributors flexibility in how they express their gratitude and passion.
As the countdown to February 2027 continues, the Love Letters to Retail initiative is poised to become a defining feature of the exhibition, reinforcing Spring Fair’s role as a catalyst for collaboration, inspiration and the enduring love many feel for the world of retail.
