UK DIY News

Innovation Zone launches at Totally Shows with support from BHETA

With sponsorship and support from the British Home Enhancement Trade Association (BHETA) the Totally DIY:Totally Tools shows are introducing a new ‘Innovation Zone’ for 2015.

The Innovation Zone is a new initiative for the Totally DIY:Totally Tools shows. It will be a space in the shows dedicated to the latest innovative products and companies which are having their first showing in the DIY, hardware and tool retail market.

The Innovation Zone will be located next to the shows’ existing New Product Zone, an area open to all exhibitors to display up to six of their new products. Understandably, this area is always well used by the shows’ visitors keen to get an overview of what current exhibitors have on offer.

The creation of the Innovation Zone will also give visitors the opportunity to review new and innovative products currently unknown in the DIY retail market, from individuals and companies who have not appeared at the shows before.

This new area is being sponsored, and will be hosted by a team from BHETA, led by BHETA DIY sector director Peter Stone.

BHETA is the leading trade association for manufacturers, suppliers and distributors in the DIY, housewares, garden and home improvement markets. BHETA’s biggest role is helping its members drive sales and increase market share and it will be making these services and skills available to the companies who appear in the Innovation Zone.

Peter Stone of BHETA said, “This initiative sits perfectly with our aim of assisting suppliers who want to improve their business in the DIY retail market. We put our contacts to good use for any supplier members who have a new product they want to get out into the market and will be great to give some start-up’s a boost up the ladder and get them some decent exposure for their innovations!”

To be part of the Innovation Zone, companies and individuals will have to pass strict entry criteria which will have to prove that: they have not appeared in the shows previously; they have the right to sell the featured product and can confirm that the product does not currently sell through any UK national retail accounts or distributors in the DIY, hardware and tool retail sector.

Paul Grinsell, the show director said, “New inventions and products are the lifeblood of the industry and as the Totally DIY:Totally Tools shows attract visitors from across a wide spectrum including DIY shops and superstores, tool specialists, garden centres, builders merchants, decorator merchants, hardware shops, grocery and department stores, hire shops, mail order/online stores, wholesalers and cash & carry stores, they are an excellent place for inventors and start-up companies to discover how well their product is likely to do in this sector for a relatively low cost.

“We’re also delighted that the British Inventors Society have agreed to help us in our search to find some suitable new products for our sector.”

The companies and individuals taking part in the Innovation Zone will, of course, be a key element of the shows’ visitor promotional campaign. In addition to getting exposure to potential trading and manufacturing partners, exhibitors in the Innovation Zone will also benefit from an ‘all in’ special exhibition stand package, receive one to one advice from BHETA, receive introductions from BHETA to various DIY, hardware and tool industry experts and be able to meet leading buyers, wholesalers and distributors at the show.

In addition, Innovation Zone participants will also be able to network with their already successful peers in the industry and have the opportunity to attend the industry’s leading awards evening – the DIY Week Awards on the Monday evening of the show.

The 2015 Totally Shows will run on 15th, 16th and 17th February at the Ricoh Arena in Coventry. To find out more about the new Innovation Zone please contact either show director Paul Grinsell on 020 7973 4734 or BHETA’s DIY sector director Peter Stone on 0121 237 1130.