Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
Crufts is the premier dog show in the world, celebrating all that is great about dogs and their owners. Taking place at The NEC Birmingham, this event features competitions, demonstrations, and a chance to discover the latest in dog care and products.
With thousands of dogs participating, Crufts is a must-visit for dog lovers and industry professionals alike. Crufts takes place in Birmingham, GB.
TL;DR
- 1Dates and Venue: Crufts 2027 takes place from 4-7 March 2027 at The NEC Birmingham.
- 2Scale and Focus: This prestigious dog show features thousands of dogs competing across various categories.
- 3Organiser: The event is organised by The Royal Kennel Club, known for promoting dog welfare.
- 4Buyer Authority: Attendees include dog owners, breeders, and pet enthusiasts looking for the best in dog care.
- 5Entry / Access: Tickets are available for purchase online; early booking is recommended.
Why visit
Travel to Birmingham in early March 2027 is straightforward from Birmingham Airport, which sits roughly 2 miles from The NEC with a captured 6-minute drive via Coventry Rd/A45. Attendees include dog owners, breeders, and pet enthusiasts looking for the best in dog care.
Why exhibit
Exhibitors gain access to a large audience of dog lovers and industry professionals, providing excellent networking opportunities. Showcasing products and services at Crufts can significantly enhance brand visibility and customer engagement. Meet qualified buyers and partners including Pet product manufacturers showcasing innovative items, Grooming service providers looking to attract new clients, Dog training schools promoting their services. Position your offer across dog.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Pedigree and pet dog owners comparing nutrition, grooming tools, harnesses, toys and insurance across the NEC trade halls
Breeders and breed club members sourcing whelping and rearing supplies, show equipment, DNA testing and breed health scheme information
Conformation exhibitors and handlers entered in breed judging who need show leads, bait, grooming tables, coat products and ring-side supplies
Agility, obedience and heelwork to music competitors shopping contacts, weave poles, reward toys, timing kit and training technology
Veterinary surgeons, vet nurses and canine physiotherapists reviewing supplements, rehab and mobility equipment, diagnostics and CPD providers
Professional groomers and salon owners comparing clippers, blades, dryers, salon furniture, shampoos and finishing sprays
Dog trainers and behaviourists assessing clickers, long lines, muzzle ranges, scent-work kit and accredited course providers
Pet trade buyers, wholesalers and independent retailers scanning new brands and ranges for UK retail listings
Rescue and welfare charity volunteers meeting rehoming networks, breed rescue groups and canine welfare organisations
Families and first-time owners using Discover Dogs to meet breeds in person before deciding to buy or rehome
International visitors and dog sport delegates combining the show with meetings across the UK canine sector
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Canine nutrition brands: dry, wet, raw and fresh diets, prescription and breed-specific formulas, treats and feeding accessories
Grooming equipment manufacturers and distributors: clippers, blades, dryers, grooming tables, shampoos, conditioners, chalk and finishing sprays
Veterinary and animal health companies: parasite control, dental care, ear and eye products, diagnostics, rehab and mobility equipment
Pet technology and accessories suppliers: GPS trackers, pet cameras, smart feeders, activity monitors, leads, harnesses, collars and travel crates
Training and behaviour businesses: clickers, whistles, long lines, muzzles, agility contacts and weave poles, scent-work kit and online course providers
Breed clubs, rescue charities and welfare organisations presenting breed information, health schemes and rehoming networks
Insurance, microchipping, DNA testing and pet-travel documentation providers
Dog apparel, bedding and home brands plus gift, book, art and lifestyle retailers
Show-services suppliers: ring equipment, rosettes, trophies, catalogues, show photography and grooming-space providers
Independent UK retailers, wholesalers and distributors sourcing ranges for pet shops, groomers and veterinary practices
Product categories
Key solution areas showcased across the event.
Complete dry, wet, raw and fresh dog foods, prescription diets and breed-specific nutrition
Canine supplements: joint and mobility, skin and coat, dental, digestive, calming and performance products
Grooming: clippers, blades, dryers, grooming tables and arms, shampoos, conditioners, chalk, coat sprays and finishing tools
Show and handling equipment: show leads, collars, bait bags, bait, tack boxes, ring wear and grooming aprons
Training and behaviour: clickers, whistles, long lines, muzzles, agility contacts, weave poles, tunnels and scent-work kits
Health and veterinary: parasite control, dental hygiene, ear and eye care, wound care, rehab and mobility aids
Pet technology: GPS trackers, pet cameras, smart feeders, activity monitors, microchip readers and show-timing systems
Everyday accessories: harnesses, leads, collars, ID tags, car restraints, crates, gates and travel gear
Apparel and home: coats, drying robes, beds, mats, bowls, grooming towels and pet-safe cleaning products
Breeding and rearing: whelping boxes, heat lamps, milk replacers, neonatal scales and identification supplies
Insurance, microchipping, DNA testing, health screening and pet-travel documentation services
Retail, gifting and lifestyle: toys, enrichment puzzles, treats, books, art, photography and breed merchandise
Location & Facilities
Venue
The NEC Birmingham
Birmingham, GB
Facilities
Parking
The NEC Birmingham in Birmingham typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: The NEC Birmingham in Birmingham typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at The NEC Birmingham for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Who runs the show
Organisers
the Royal Kennel Club Limited
Organiser
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Birmingham, GB
Why it matters
On 2027-03-04 to 2027-03-07, Crufts in Birmingham covering Dog food and nutrition products, Grooming supplies and equipment, Training aids and accessories, Pet health and wellness gives food buyers a single calendar window to compare suppliers, validate specs on the stand, and book follow-ups before the next buying cycle - especially when your roadmap matches the published exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Local currency · USD
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Birmingham Airport
Closest gateway to The NEC. The free Air-Rail Link connects the terminal to Birmingham International station, which sits at the NEC campus and is one stop from the airport; walking is possible via covered walkways. Allow extra time on the Saturday and Sunday of the show
Approx. 1.5 miles (2.5 km)
to venue
5-10 minutes by road or one stop by rail
by car
Coventry Airport
Small general aviation and charter airport east of Birmingham with limited scheduled service; most visitors will still find BHX more practical. Road access is via the A45 and M42
Approx. 12 miles (19 km)
to venue
20-30 minutes by road
by car
East Midlands Airport
Useful for cargo and low-cost European arrivals; the drive uses the M42 and A42/M1 corridor. Allow extra time if arriving on a Friday afternoon
Approx. 40 miles (65 km)
to venue
45-60 minutes by road
by car
London Heathrow Airport
Best long-haul option if you cannot reach BHX directly. Rail from Heathrow involves the Elizabeth line or Heathrow Express into London, then a West Coast Main Line service from Euston to Birmingham International
Approx. 100 miles (160 km)
to venue
2 to 2.5 hours by road; around 2 hours 30 minutes by rail
by car
London Luton Airport
Low-cost European gateway; rail connections go via London or the Midlands, so a direct BHX arrival is normally simpler for a short show trip
Approx. 85 miles (137 km)
to venue
1 hour 30 minutes to 2 hours by road
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
Budget
Birmingham South / Frankley (M5 corridor)USD 95–122 / night
Drive-in option about 25-35 minutes from The NEC; convenient if you are bringing stock or a stand kit by car.
Budget
Birmingham South (Rubery / Longbridge)USD 95–122 / night
Rubery was flagged in the capture as 19% below its usual rate for the 4-7 March 2027 window; Longbridge has a rail station for trains into Birmingham.
Budget / city centre
Birmingham city centreUSD 95–122 / night
Small, well-reviewed rooms near the city-centre restaurants and stations; a 20-30 minute train ride to Birmingham International.
Midscale
NEC / Birmingham Airport corridor (Bickenhill, Marston Green)USD 130–175 / night
Closest supply to the halls and the first to sell out over the Crufts weekend; weekends carry a premium.
Midscale
Solihull town centreUSD 140–185 / night
Good for evening restaurants and shops, with a short train ride to the NEC and the airport.
Upscale
Birmingham city centre (Brindleyplace / Mailbox)USD 190–265 / night
Best if you are mixing Crufts with city-centre meetings or dining; 20-30 minutes by train to Birmingham International.
Local transport
Get around the city with these convenient transport options.
rail
Estimated costUSD 12-28 airport or regional rail single journey
Best forBirmingham International to Birmingham New Street (West Midlands Trains / Avanti West Coast)
Birmingham International station is on the NEC campus with a covered walkway to the halls; journey time is around 10-15 minutes. Off-peak and advance fares are cheaper.
rail
Estimated costFree Air-Rail Link; onward train fares are charged separately (approx. GBP 3.50-6.50 to New Street)
Best forBirmingham Airport (BHX) to Birmingham International via the Air-Rail Link
The automated Air-Rail Link runs from the terminal to Birmingham International in about 90 seconds, then it is a short walk or one stop to the NEC.
bus
Estimated costUSD 2.50-6 single metro/light-rail journey (contactless)
Best forNational Express West Midlands local services between Chelmsley Wood, Birmingham Airport, Solihull and the NEC
Local buses stop at the airport and NEC interchanges. Contactless tap-on caps are usually the cheapest option; timetables are published by Transport for West Midlands.
coach
Estimated costUSD 35–75 taxi or rideshare to the venue district
Best forNational Express coach to Birmingham Airport / NEC
Useful from London, Oxford, Bristol and other UK cities; coach stops serve the airport and the NEC interchange. Book ahead for the Saturday of the show.
taxi
Estimated costApprox. USD taxi/rideshare from BHX to venue (estimate; confirm before travel)
Best forBirmingham Airport (BHX) to The NEC Birmingham
About 10 minutes depending on traffic. Black cabs and pre-booked private hire are available at the terminal rank; the Air-Rail Link and train is usually faster at peak times.
taxi
Estimated costUSD 35–75 taxi or rideshare to the venue district
Best forBirmingham city centre to The NEC Birmingham
25-35 minutes via the A45 and M42; allow more time on weekday mornings and on show weekend evenings.
rideshare
Estimated costUSD 35–75 taxi or rideshare to the venue district
Best forUber and Bolt from Birmingham city centre or Solihull to The NEC
Ride-hailing is widely used in Birmingham; pick-up and drop-off at the NEC is directed to designated zones rather than hall entrances, so allow a short walk.
parking
Estimated costApprox. GBP 12-16 per day (about USD 15-20); pre-booked rates are cheaper - confirm current tariffs
Best forOn-site parking at The NEC Birmingham
Large surface and multi-storey car parks serve the halls. Pre-book online, arrive before 09:30 on Saturday and Sunday, and note your car park zone for the return walk.
Weather
Early March in Birmingham is typically cool and unsettled. Average daytime highs sit around 10-11 C (50-52 F) with overnight lows of about 3-4 C (37-39 F), and rain falls on roughly half the days in the month. The NEC campus is exposed between halls and car parks, so a waterproof layer is more useful than an umbrella on windy days. Daylight is limited in the early evening for the first days of the show, and a late-season cold snap or even light snow is possible, so check the forecast for the week of travel. Figures are climatological averages, not a forecast for the 2027 show dates.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
The NEC Birmingham has venue Wi-Fi in the halls and concourses, but it can slow down at peak times, so exhibitors should not rely on it for card terminals. EE, O2, Vodafone and Three all provide 4G and 5G coverage across the NEC site, and UK SIM cards are widely available at Birmingham Airport and city-centre shops. Visitors using EU or international SIMs should check roaming charges, because post-Brexit EU roaming is no longer guaranteed free. A power bank is useful on long show days and a UK three-pin adapter is needed for European and US plugs.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Queueing and personal space
Queueing is expected on public transport, at catering outlets and at popular breed rings. Let people leave the train or lift before boarding, and expect the halls to feel crowded around the main arena and Discover Dogs.
Dog-show etiquette
Never touch a dog without asking the handler first, do not make eye contact or lean over nervous dogs, and never offer food to a dog in the ring. Around grooming areas, keep bags and pushchairs clear of the benching aisles.
Tipping and payment
Card and contactless payments are standard across the NEC and most Birmingham venues, though a few small stands and charity raffles prefer cash. Restaurant bills often include a discretionary service charge; check before adding a tip.
Pubs and restaurants
In many Birmingham pubs you order and pay at the bar rather than at the table, and food orders are usually given a table number. Book ahead for dinner on the Saturday of the show, when the city centre is busy.
Accessibility and assistance dogs
The NEC is step-free across the main halls, and assistance dogs are welcome. Ask the venue in advance about mobility scooter hire and Blue Badge parking if you need them.
Weather and clothing
Locals dress in practical layers rather than formal show wear unless they are competing. Waterproof shoes are useful for the walk between car parks and halls in March.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: BHX
Birmingham Airport (BHX) is the simplest arrival point for Crufts, with short transfers to the NEC via the free Air-Rail Link and Birmingham International station. Long-haul travellers who cannot reach BHX directly should compare a London Heathrow arrival plus a West Coast Main Line train from Euston to Birmingham International against a European connection into BHX. Book flights and rail together where possible, because the show weekend falls in a busy travel period. Fares were not displayed in the saved search captures, so compare live quotes closer to the date and check baggage rules for show purchases. If your itinerary involves a hub connection, build in a buffer day: the capture session flagged an air traffic disruption notice on a Dubai to Birmingham search, and disruption at a hub can cascade into a missed connection before the show.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Birmingham Airport (BHX): 5-10 minutes by road or one stop by rail; Coventry Airport (CVT): 20-30 minutes by road; East Midlands Airport (EMA): 45-60 minutes by road; London Heathrow Airport (LHR): 2 to 2.5 hours by road; around 2 hours 30 minutes by rail. Allow road or rail time to The NEC Birmingham; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near The NEC Birmingham: Birmingham South / Frankley (M5 corridor): T, r, a; Birmingham South (Rubery / Longbridge): P, r, e; Birmingham city centre: e, a, s.
Ride-hail: Uber and Bolt both operate across Birmingham, including pick-ups from Birmingham Airport and the city centre, and are widely used by visitors to The NEC. Cars are directed to designated pick-up and drop-off zones on the campus rather than right outside the halls, so allow a five to ten minute walk. Expect surge pricing around the end of the Best in Show final on the Sunday, and consider the train to Birmingham International as a faster option when the roads are busy.
Public transit: The NEC has its own station, Birmingham International, served by West Midlands Trains services to Birmingham New Street and Coventry, and by Avanti West Coast long-distance services along the West Coast Main Line. Birmingham Airport connects to the station by the free Air-Rail Link, which makes the train a realistic alternative to a taxi. Local National Express West Midlands buses link the airport, the NEC, Chelmsley Wood and Solihull, and contactless tap-on caps usually make a day of local travel cheaper than buying singles. National Express coaches stop at Birmingham Airport and the NEC interchange for regional journeys. Timetables and engineering works are published by Transport for West Midlands and National Rail - check them for the show dates, because weekend engineering work can add replacement buses on this corridor.
Parking: The NEC Birmingham has extensive on-site parking in surface car parks and multi-storey blocks, all signposted from the M42, M6 and A45. Pre-book a space online and note the car park zone printed on your booking, because the campus is large and the walk to your hall can take 10-15 minutes. Expect to pay a daily rate of roughly GBP 12-16, with weekend and event pricing applying; Blue Badge bays are available close to the halls. Arrive before 09:30 on the Saturday and Sunday to avoid the worst queues at the barriers, and keep your ticket or booking reference handy for exit.
Weather
Plan and pack for the event climate.
Month: March 2027
Temperature: Approx. 3-11 C (37-52 F): daytime highs typically around 10-11 C, overnight lows around 3-4 C. Climatological averages for Birmingham in early March, not a forecast for the 2027 show days.
Seasonality: March is one of the more unsettled months in the Midlands, with rain on roughly half the days, gusty winds and occasional late cold snaps. Daylight extends into the early evening, but the walk between halls and car parks can be wet and exposed.
Packing: Pack layers, a waterproof jacket with a hood and comfortable waterproof shoes for the walk between car parks, halls and Birmingham International station. Bring a compact umbrella only if you also have a windproof outer layer. A refillable water bottle, a power bank and a tote for purchases are useful for long days inside the halls, and a warm layer helps in the air-conditioned arena.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Crufts usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
T-14
Book tickets and print or download them, then check the official Crufts schedule for the days your breeds, agility finals or arena displays are on.
T-14
Book rail tickets to Birmingham International or plan parking at The NEC; pre-booked car parking is normally cheaper than paying on arrival.
T-12
Reserve a hotel within walking distance of the NEC or a short train ride away, and confirm the cancellation policy for the Crufts weekend.
T-10
Build a shortlist of exhibitors from the online exhibitor list, grouped by hall, so you are not walking the whole campus twice.
T-10
Check UK entry requirements, including whether you need a visa or a UK Electronic Travel Authorisation (ETA) if travelling from overseas.
T-7
Check the weather forecast for Birmingham and pack layers, a waterproof and comfortable shoes for long days on concrete floors.
T-7
Set up contactless payment on your phone and carry a small amount of cash for odd stands and charity raffles.
T-5
Download the show guide or app, mark ring times and arena sessions, and note the Best in Show slot on the Sunday.
T-3
Confirm train times and any planned engineering works on the West Coast Main Line or local West Midlands services.
T-2
Pack a refillable water bottle, a tote for purchases and any medication; the halls are large and refreshment queues peak at lunchtime.
T-1
Reconfirm airport transfer arrangements if flying into Birmingham, and check the free Air-Rail Link and Birmingham International train times.
Show day
Arrive at opening to clear security and bag checks early, then head to the busiest breed rings or Discover Dogs before the afternoon crowds.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at The NEC Birmingham
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Crufts registration concourse
The NEC Birmingham
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
The NEC Birmingham
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights$190.00
- Per diem × 2$150.00
Estimated total$340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Crufts fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For Crufts, what is your primary role on the show floor?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus and target suppliers align with the official exhibitor profile.
Best for
Buyers, engineers, and delegates sourcing Dog food and nutrition products and Grooming supplies and equipment solutions and benchmarking suppliers at Crufts in Birmingham.
Min. budget
$680.00
Timeline
4-8 weeks before opening day for registration, hotels, and travel.
Risks
Session times and ticket tiers may change - confirm the official agenda before booking.
exhibit
You have a defined lead-generation or distributor recruitment goal for this market.
Best for
Brands and manufacturers launching Dog food and nutrition products and Grooming supplies and equipment products who need qualified meetings with the event's trade audience.
Min. budget
$3,060.00
Timeline
3-6 months for stand booking, freight, staffing, and pre-show marketing.
Risks
Booth pricing and corner premiums vary by hall - confirm with the organiser sales team.
skip
Audience, geography, or commercial goals do not justify travel and stand costs this cycle.
Best for
Teams with weak category fit, budget constraints, or overlapping commitments during the Birmingham show week.
Timeline
N/A
Risks
Skipping may mean missing buyer meetings if competitors exhibit or attend the same week.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
When and where is Crufts 2027 taking place?
Crufts 2027 runs from Thursday 4 March to Sunday 7 March 2027 at The NEC Birmingham (National Exhibition Centre), B40 1NT, United Kingdom. The show is organised by The Kennel Club.
Is Crufts open to the general public or is it trade only?
Crufts is open to the public across all four days, not trade only. The halls combine breed judging and dog sport arenas with a large commercial exhibition of dog products and services, which is what most trade buyers and pet professionals visit.
Do I need to book tickets in advance?
Advance booking is strongly recommended because the show is busy, particularly on Saturday and Sunday and around the Best in Show final. Ticket prices, family tickets and any group or concession rates are published on the official ticketing pages at crufts.org.uk - check those pages before buying from any reseller.
How do I get to The NEC Birmingham from Birmingham Airport?
Birmingham Airport (BHX) is the closest gateway. Take the free Air-Rail Link from the terminal to Birmingham International station, then it is one short train stop to the NEC's own station, or roughly a 10-15 minute walk via the covered walkways. Taxis take around 10 minutes depending on traffic.
Can I bring my own dog to Crufts if I am not exhibiting?
Only dogs entered in the relevant competition or taking part in an approved organiser activity may attend. Pet dogs cannot be brought into the halls as visitors, and this is enforced at the entrances - check the current visitor rules on crufts.org.uk before you travel.
How do dogs qualify to compete at Crufts?
Most entrants must win a qualifying award at a Kennel Club championship show or another approved event during the qualifying period. The qualifying criteria, entry deadlines and the online entry process are published on the official Crufts site, and breed clubs can advise on the specific route for each breed.
Is there parking at The NEC and do I need to pre-book?
Yes, The NEC has large on-site surface and multi-storey car parks with direct access to the halls. Pre-booking is usually cheaper than paying on the day and is advisable on the weekend. Expect to pay a daily rate and allow extra time at peak arrival periods.
What are the show opening times?
Crufts runs across four days with ring judging starting in the morning and the main arena programme running into the evening, including the Best in Show final on the Sunday. Exact hall opening times and ring schedules are published on the official schedule page - confirm them against your travel plans before booking.
Is Crufts suitable for children and families?
Yes. The show includes Discover Dogs, where children can meet breeds and talk to breed club volunteers, plus dog sport displays and shopping. Pushchairs are common, but the halls are large and busy, so plan rest breaks and expect long walks between halls.
Is there a separate trade or buyer area at Crufts?
The commercial exhibition is spread across the NEC halls rather than confined to a single trade zone, so buyers should plan a route in advance using the exhibitor list. Many stands are staffed by brand owners and UK distributors who can discuss wholesale terms on the stand.
What accessibility support is available at The NEC?
The NEC is a purpose-built exhibition campus with step-free access, lifts, accessible toilets and wheelchair hire through the venue. Blue Badge parking is available in designated bays - contact the venue in advance for specific requirements, mobility scooter hire and assistance dogs.
Can I buy a puppy at Crufts?
Crufts is a championship show and trade exhibition rather than a puppy market; visitors should not expect to purchase puppies there. Use Discover Dogs and breed club stands to research breeds and responsible breeders, and ask about health testing and Assured Breeder status.
Where can I stay near The NEC for Crufts?
There is a cluster of hotels around the NEC, Birmingham Airport and nearby Solihull, plus a much wider choice in Birmingham city centre about 20-30 minutes away by train or road. Book early, because the Crufts weekend and the school half-term period push up demand.
What should I wear and bring for a day at Crufts?
Wear comfortable shoes and layers. The halls are large, temperatures vary between ring-side and shopping areas, and March weather in Birmingham is changeable. Bring a refillable water bottle, a bag for purchases and a charged phone for the show app and contactless payments.
Glossary
- Conformation
- The judged assessment of how closely a dog matches its breed standard in structure, movement and temperament; conformation classes form the backbone of Crufts breed judging.
- Breed standard
- The Kennel Club's written description of the ideal characteristics of a breed, used by judges to place dogs in the ring.
- Challenge Certificate (CC)
- The award a judge gives to the best dog and best bitch in a breed at a championship show; collecting three CCs under three different judges makes a UK Show Champion.
- Best of Breed (BOB)
- The award given to the dog and bitch winners that best represent the breed on the day; the BOB winner goes forward to its breed group.
- Group judging
- Breeds are grouped (for example Gundog, Hound, Working, Terrier, Toy, Utility, Pastoral), and group winners progress to the Best in Show final.
- Best in Show (BIS)
- The climax of Crufts, where the seven group winners are judged for the overall title in the main arena.
- Qualification
- Most dogs must win a qualifying award at a Kennel Club championship show or an approved event during the qualifying period before they can be entered at Crufts; the current criteria are published on crufts.org.uk.
- Discover Dogs
- A Crufts feature where breed clubs present dogs and talk to the public about temperament, exercise, grooming and health for each breed.
- Agility
- A timed obstacle course discipline with jumps, contacts, weave poles and tunnels; Crufts hosts championship agility finals across the four days.
- Heelwork to Music
- A choreographed obedience discipline where handler and dog perform a routine to music, judged on accuracy, difficulty and artistic interpretation.
- Ringcraft
- Training classes that teach puppies and handlers how to behave and be presented in the show ring, including stacking and gaiting.
- Stacking and gaiting
- Stacking is the static pose a handler sets a dog in for the judge; gaiting is the controlled movement pattern shown around the ring.
- Bait
- A small piece of food or a toy used by handlers to hold a dog's attention and expression while it is being judged.
- Junior Handling
- Competition classes for younger handlers, judged on how they present and move a dog rather than on the dog alone.
- Scruffts
- The Kennel Club's crossbreed competition, run alongside the Crufts programme, celebrating non-pedigree dogs across regional heats and a final.
- Assured Breeder
- A Kennel Club scheme for breeders who meet welfare, health-testing and socialisation requirements; scheme information is available at the show.
- Health testing
- Breed-specific screening such as hip and elbow scoring, eye tests and DNA tests that breeders use to reduce inherited disease.
- Benched show
- A show where dogs are allocated benches in a designated area between judging appointments, rather than leaving the hall entirely.
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Also known as
Alternate names and search phrases for this event.
- Crufts 2027
- Crufts Birmingham 2027
- Birmingham GB
- Dog Show Birmingham 2027
- Dog food and nutrition products
- Grooming supplies and equipment
- Training aids and accessories
- Pet health and wellness products
Trust footer
Sources
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References
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Publishers
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Date checked
1
Crufts
- event_website
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.