Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
The Garden Press Event is the first event of the gardening year, serving as a launch pad for many companies and products. It is strictly a press and media-only event, providing a unique opportunity for journalists, bloggers, and influencers to connect with exhibitors and discover new products.
The event promises an engaging atmosphere filled with innovative ideas and networking opportunities. The Garden Press Event takes place in London, United Kingdom.
TL;DR
- 1Dates and Venue: The Garden Press Event takes place on 16 February 2027 at the Business Design Centre, London.
- 2Scale and Focus: This event is a key launch platform for gardening products, attracting media professionals.
- 3Organiser: The event is organised by HTA Events Team, known for their expertise in horticultural events.
- 4Buyer Authority: Attendees include journalists, bloggers, and influencers from the gardening sector.
- 5Entry Policy: Entry is free for press and media professionals, with registration required.
Why visit
A February morning at the Business Design Centre puts you in the same room as the nurseries, tool brands and compost suppliers whose 2027 ranges will fill garden centre shelves and magazine pages later in the season. Attendees include journalists, bloggers, and influencers from the gardening sector.
Why exhibit
Exhibitors will showcase their latest products to a targeted audience of media professionals, enhancing brand visibility and generating valuable press coverage. This event offers a unique platform to connect with key influencers in the gardening sector. Meet qualified buyers and partners including Companies launching new gardening products, Brands seeking media exposure in horticulture, Suppliers of gardening tools and equipment. Position your offer across gardening tools.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Garden media journalists and editors from consumer gardening magazines
Freelance plant, design and lifestyle writers covering spring launches
Broadcast producers and presenters sourcing gardening segments
Picture editors and photographers shooting new plant varieties
Gardening bloggers, vloggers and podcasters producing review content
Influencers in gardening, outdoor living and home improvement
Horticultural trade press covering growers, nurseries and garden retail
New-product and trends scouts from garden centre groups and online retailers
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Plant breeders and specialist nurseries launching new herbaceous, shrub and houseplant varieties
Seed houses presenting new vegetable, flower and herb ranges for the 2027 season
Garden tool and equipment manufacturers showing redesigned hand tools, pruners and powered equipment
Peat-free compost, bark, coir and soil-improver suppliers responding to UK retail decarbonisation targets
Garden furniture and outdoor living brands previewing spring collections to consumer media
Watering, irrigation and rainwater harvesting suppliers
Wild bird care, feeder and biodiversity product brands
Garden lighting, structures and greenhouse manufacturers
Biological pest control and sustainable garden care suppliers
Garden retail service providers, licensing companies and horticultural publishers
Product categories
Key solution areas showcased across the event.
New herbaceous perennials and biennials
Shrubs, roses and climbing plants
Houseplants and conservatory varieties
Vegetable, herb and salad seed ranges
Bulbs, corms and bare-root plants
Hand tools, pruners, loppers and digging tools
Powered garden equipment and battery platforms
Peat-free composts, mulches and soil improvers
Plant feeds, biological controls and garden care products
Watering cans, irrigation kits and water butts
Garden furniture, parasols and outdoor textiles
Greenhouses, cold frames, raised beds and garden structures
Wild bird feeders, nest boxes and biodiversity products
Garden lighting, fire pits and outdoor heating
Garden gloves, footwear, kneelers and practical accessories
Horticultural books, calendars, apps and licensing
Location & Facilities
Venue
Halls & areas
1Business Design Centre - Main Exhibition Hall
Business Design Centre
London, United Kingdom
Facilities
Parking
Business Design Centre in London 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: Business Design Centre in London 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 Business Design Centre for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Free registration
Who runs the show
Organisers
HTA Events Team
How the last edition performed
Previous edition
Last edition
—
Completed
Exhibitors: 100
Next edition
Not announced yet
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
London, United Kingdom
Why it matters
On 2027-02-16 to 2027-02-16, The Garden Press Event in London covering Gardening tools and equipment, Plants and seeds for home gardens, Outdoor living products, Garden furniture and decor, S gives technology 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 · GBP
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Largest London gateway with the widest long-haul choice. Take the Elizabeth line to Farringdon or Tottenham Court Road and change to the Northern line for Angel, or a Piccadilly line train to King's Cross and change. Allow extra time at peak hours
to venue
About 50-75 minutes by road to Islington in normal traffic; 45-60 minutes by Elizabeth line and Northern line
by car
London City
Closest airport to Islington for short-haul European arrivals. Take the DLR to Bank or Canning Town and change to the Northern line or Jubilee line for Angel. Compact terminal, usually fast to clear
to venue
About 30-45 minutes by DLR and Tube; 25-40 minutes by road
by car
London Gatwick
Take Thameslink to St Pancras International or Farringdon, then the Northern line to Angel. Trains run frequently but allow a buffer for engineering works at weekends
to venue
About 60-75 minutes by Thameslink and Northern line; 75-100 minutes by road
by car
London Stansted
Stansted Express to Tottenham Hale, then the Victoria line to King's Cross and change for Angel. Useful for European low-cost carriers
to venue
About 60-75 minutes by Stansted Express and Victoria line; 70-90 minutes by road
by car
London Luton
Shuttle bus to Luton Airport Parkway, then Thameslink to St Pancras and the Northern line to Angel. Allow extra time for the airport shuttle connection
to venue
About 60-80 minutes by shuttle and Thameslink; 70-95 minutes by road
by car
London Southend
Greater Anglia to Liverpool Street, then the Northern line to Angel. A smaller airport with fewer delays but a longer rail leg into central London
to venue
About 70-90 minutes by Greater Anglia rail and Northern line; 75-100 minutes by road
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
Midscale
Islington / Angel (walking distance to Business Design Centre)USD 150–190 / night
Approximate GBP 120-150 per night room-only for a February weekday; breakfast and parking carry a surcharge. The most practical base if you want to walk to the venue.
Upscale
Kings Cross (short Tube or bus ride to Angel)USD 150–202 / night
Approximate GBP 130-165 per night for a flexible rate; about 10-15 minutes to the venue by Northern line or bus.
Upscale
Clerkenwell (one Northern line stop from Angel)USD 150–202 / night
Approximate GBP 140-180 per night; boutique property convenient for Farringdon and the City as well as Islington.
Upscale
Marylebone (central London, Tube to Angel)USD 150–202 / night
Approximate GBP 140-180 per night; choose this if you also need West End meetings, then take the Bakerloo or Jubilee line and change for Angel.
Luxury
City of London / Blackfriars (central London)USD 230–265 / night
Approximate GBP 200-260 per night; five-star riverside base with spa, about 20-25 minutes to Angel on the Northern line.
Budget
Park Royal (west London, Piccadilly line)USD 95–122 / night
Approximate GBP 85-110 per night; cheapest option in the captured set but a 40-50 minute Piccadilly line journey to Angel.
Budget
Shoreditch / City (east London)USD 95–122 / night
Approximate GBP 70-95 per night for a compact room; check room size and luggage space before booking for a press day with samples.
Midscale
Shoreditch (east London, Northern line)USD 150–190 / night
Approximate GBP 100-130 per night for a compact-format room; Northern line from Old Street to Angel in about 10 minutes.
Local transport
Get around the city with these convenient transport options.
rail
Estimated costCost TBA
Best forLondon Heathrow (LHR) to Angel via Elizabeth line and Northern line
Take the Elizabeth line to Farringdon or Tottenham Court Road and change to the Northern line for Angel. Journey about 45-60 minutes including the walk to the Business Design Centre.
rail
Estimated costCost TBA
Best forLondon Gatwick (LGW) to Angel via Thameslink and Northern line
Thameslink to St Pancras International or Farringdon, then the Northern line to Angel. Allow 60-75 minutes door to door.
rail
Estimated costCost TBA
Best forLondon Stansted (STN) to Business Design Centre
Stansted Express to Tottenham Hale, Victoria line to King's Cross, then change for Angel. About 60-75 minutes in total.
rail
Estimated costCost TBA
Best forLondon Luton (LTN) to Business Design Centre
Shuttle to Luton Airport Parkway, Thameslink to St Pancras, then the Northern line to Angel. Allow 70-90 minutes.
metro
Estimated costCost TBA
Best forLondon City (LCY) to Business Design Centre
DLR to Bank or Canning Town and change to the Northern line. The shortest airport transfer of the London options, about 30-45 minutes.
rail
Estimated costCost TBA
Best forLondon Southend (SEN) to Business Design Centre
Greater Anglia to Liverpool Street, then the Northern line to Angel. Allow 70-90 minutes.
taxi
Estimated costCost TBA
Best forLondon Heathrow (LHR) to Business Design Centre
Only worth it with heavy luggage or a tight schedule. Allow 50-75 minutes in normal traffic and more at peak times.
taxi
Estimated costCost TBA
Best forLondon Gatwick (LGW) to Business Design Centre
Rail is usually faster and cheaper; a car is most useful for team arrivals with display equipment.
Weather
Mid-February in London is cool and changeable, with damp days and short daylight. Expect roughly 3-9 C (37-48 F) and frequent light rain rather than heavy downpours. Pack a warm, water-resistant layer and shoes suited to wet pavements on the walk from Angel station to Upper Street. Check a forecast in the 48 hours before travel.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
UK mobile networks sell prepaid SIM and eSIM plans for visitors, and most European or US eSIM packages work on arrival. Wi-Fi availability in the Business Design Centre varies by space, so confirm with the organiser or venue if you need to file copy or upload images on the day. Mobile signal is generally good in Islington.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Business dress
Smart casual is standard at London trade and press events; garden-sector press days skew relaxed, so a jacket is only needed for formal meetings. Comfortable shoes matter more than formality because you will stand and walk between stands.
Arrival and queueing
Queue for taxis, buses and coffee, stand on the right on Tube escalators, and let passengers off before boarding. Punctuality matters for scheduled press briefings, so arrive 15-20 minutes before your first appointment.
Currency and tipping
The UK uses pounds sterling (GBP). Cards and contactless are accepted almost everywhere, including on London buses and the Tube. A 10-12.5% service charge is often already added to London restaurant bills, so check before adding a tip.
Press-day etiquette
Ask before photographing a stand or filming an interview, respect embargo times on releases, and do not take samples unless the exhibitor offers them. Confirm image rights for social use, and send a short follow-up email rather than relying on a business card alone.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: LHR
Searches for 15-16 February 2027 departures showed Heathrow served nonstop by British Airways from Dubai and by short nonstop hops from Frankfurt, while New York, Tokyo, Singapore and Sydney routings were mostly one-stop via Gulf, European or Asian hubs. London City is worth checking for European connections because it is the closest airport to Islington. Book 8-12 weeks out, avoid a tight same-day connection if you must be at the venue in the morning, and allow extra transfer time if you land at Gatwick, Stansted, Luton or Southend.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: London Heathrow (LHR): About 50-75 minutes by road to Islington in normal traffic; 45-60 minutes by Elizabeth line and Northern line; London City (LCY): About 30-45 minutes by DLR and Tube; 25-40 minutes by road; London Gatwick (LGW): About 60-75 minutes by Thameslink and Northern line; 75-100 minutes by road; London Stansted (STN): About 60-75 minutes by Stansted Express and Victoria line; 70-90 minutes by road. Allow road or rail time to Business Design Centre; on-site parkin
Hotel → venue: Precinct hotels near Business Design Centre: Islington / Angel (walking distance to Business Design Centre): Islington / Angel (walking distance to Business Design Centre); Kings Cross (short Tube or bus ride to Angel): Kings Cross (short Tube or bus ride to Angel); Clerkenwell (one Northern line stop from Angel): Clerkenwell (one Northern line stop from Angel).
Ride-hail: Ride-hailing is widely used in London, with Uber, Bolt and Free Now among the common apps. Pick-up and drop-off around Upper Street can be slow at peak times, and the Business Design Centre has no dedicated ride-hail rank. For the airport, a pre-booked car is more reliable than hailing on arrival with luggage.
Public transit: The Business Design Centre is served by Angel station on the Northern line, about five to eight minutes' walk along Upper Street. Several bus routes run along Upper Street and connect with King's Cross, the City and central London. Use contactless payment or an Oyster card; TfL applies daily and weekly caps, and single Zone 1 Tube fares are around GBP 2.80-3.00. Check the TfL journey planner before travelling for planned engineering works, and note that Angel has limited step-free access.
Parking: The Business Design Centre has on-site parking, but capacity is limited and should not be assumed on an event day. Confirm the daily tariff and pre-booking process with the venue, or use a nearby public car park within walking distance. If you are unloading display material, ask the organiser about a short access window before parking.
Weather
Plan and pack for the event climate.
Month: February 2027
Temperature: Typically 3-9 C (37-48 F) in mid-February; check a forecast close to departure for exact highs and lows.
Seasonality: February is one of London's wetter, darker months, with frequent light rain and sunsets before 18:00. Allow indoor backup time for outdoor photography or travel plans.
Packing: Waterproof jacket or compact umbrella, layered knitwear, and comfortable closed shoes for Tube and street walking between Angel and the Business Design Centre. Add a warm scarf or hat if you feel the cold on early-morning platform waits.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at The Garden Press Event usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
Day 1
Book rail or flight tickets for 15-16 February 2027 and allow buffer time for London transport disruption
Day 2
Reserve an Islington or King's Cross hotel if travelling from outside London; Angel is walkable to the Business Design Centre
Day 3
Check your passport validity and, if you need one, apply for a UK Electronic Travel Authorisation before booking travel
Day 4
Download the TfL journey planner and set up contactless payment or an Oyster card for Tube and bus fares
Day 5
Draft a short interview wish list by exhibitor and request briefing slots where the organiser offers advance sign-up
Day 6
Prepare a kit bag with camera, spare batteries, voice recorder, notebook, business cards and a compact umbrella; Clear space in your publishing calendar for embargoed launches timed to spring issues
Day 7
Check the organiser's schedule page in the week before the event for any last-minute hall or timing changes
Day 8
Arrange travel insurance and keep digital copies of bookings, passport and registration confirmation offline
Day 9
Plan a follow-up file structure for images and press releases so captions and embargo dates are not lost
Day 10
Confirm whether you can take plant samples or heavy catalogues home and pack a suitable bag or small trolley
Day 11
Confirm your press registration with the organiser and check whether a separate media badge or photo pass is needed
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at Business Design Centre
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2The Garden Press Event registration concourse
Business Design Centre
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Business Design Centre
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 The Garden Press Event fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
For The Garden Press Event, 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 Gardening tools and equipment and Plants and seeds for home gardens solutions and benchmarking suppliers at The Garden Press Event in London.
Min. budget
$536.00
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 Gardening tools and equipment and Plants and seeds for home gardens products who need qualified meetings with the event's trade audience.
Min. budget
$2,412.00
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 London 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
What is the Garden Press Event and who is it for?
It is a one-day London press event where garden brands, nurseries and suppliers present new products and plant introductions to invited media. It is aimed at journalists, editors, broadcasters, bloggers and influencers covering gardening and outdoor living, not the general public. The 2027 edition is scheduled for 16 February at the Business Design Centre in Islington.
Do I need an invitation or press registration to attend?
Yes. Access is by registration through the organiser rather than a public ticket. Apply through gardenpressevent.co.uk well before the date, be ready to show published work or a commissioning letter, and carry your confirmation on the day because badge collection is usually at the entrance.
Where exactly is the event held and how do I reach it?
The venue is the Business Design Centre, 52 Upper Street, Islington, London N1 0QH. Angel station on the Northern line is the closest Tube stop, roughly a five to eight minute walk along Upper Street. Several bus routes serve Upper Street, and taxis can drop off at the main entrance.
Is the Garden Press Event open to the public?
No. It is a trade and media event, so members of the public cannot buy tickets at the door. If you are a gardener wanting to see new plants, look for RHS shows, garden centre launch days or consumer plant fairs instead.
Can exhibitors sell products directly at the show?
The format is built around press briefings and product display rather than retail selling. Exhibitors should confirm sample, order and sales policies with the organiser in advance; visitors should expect information, imagery and contacts rather than a shop.
What should I bring as a visiting journalist?
Bring photo ID, your registration confirmation, business cards, a charged phone or camera and a notebook. A sturdy tote or small trolley helps with catalogues and plant samples, and a waterproof layer is sensible for the walk from Angel station in February.
How do I get press materials and high-resolution images?
Ask each exhibitor for their press pack and image download link during the briefing, and check whether images are cleared for print, web or social use. Embargoed material should only be published after the stated time, so note the embargo on every release you take.
Are there parking and accessibility facilities at the Business Design Centre?
The venue has on-site parking, but capacity and daily rates should be confirmed with the Business Design Centre before travelling. The building is a modern exhibition venue; contact the organiser ahead of the event if you need step-free access, a quieter briefing space or assistance with mobility around the halls.
What is the nearest airport and how long is the transfer?
London City (LCY) is closest to Islington, typically 30-45 minutes by DLR and Tube. Heathrow (LHR) is the largest gateway, usually 50-75 minutes by Elizabeth line and Northern line, or longer by road in peak traffic. Gatwick, Stansted, Luton and Southend are also viable but need longer rail transfers.
Will there be food and drink at the venue?
The Business Design Centre normally has cafe or catering provision on site, and Upper Street has many cafes and restaurants within a short walk. Confirm opening hours and any event-specific catering with the organiser, especially if you are filming across lunchtime.
Glossary
- Press day
- A closed event where brands present new products to invited journalists and creators rather than to the public; the Garden Press Event follows this format at the Business Design Centre.
- Embargo
- An agreed date and time before which a journalist will not publish details of a launch; exhibitors often brief media under embargo so coverage lands with the retail release.
- Cultivar
- A plant variety selected and maintained by cultivation, often given a trademarked or cultivar name that exhibitors use to distinguish a new introduction from the species.
- Peat-free growing media
- Composts and soil improvers made without extracted peat, typically using bark, coir, wood fibre or green waste; a recurring launch theme for UK garden retailers.
- Bare-root plant
- A dormant plant sold without soil around the roots, lifted in autumn or winter and replanted before growth restarts; nurseries often show these at winter press events.
- Plug plant
- A young seedling or cutting raised in a small cell tray for potting on, widely used by growers and sold to gardeners as a cost-effective start.
- RHS hardiness rating
- The Royal Horticultural Society's H1-H7 scale describing the lowest winter temperature a plant is expected to tolerate in UK gardens.
- Biological control
- Using living organisms such as nematodes, predatory mites or parasitic wasps to manage garden pests instead of synthetic pesticides.
- Trade stand
- An exhibitor's allocated space for displaying products, samples and printed information; at a press event it doubles as a briefing point for interviews and filming.
- Garden retail buyer
- The person who selects ranges and negotiates supply for garden centres, DIY chains or online plant retailers; press events help them spot launches before the buying cycle closes.
- New variety launch
- The first public or trade showing of a plant or product, often supported by breeder photography, growing advice and a named contact for follow-up coverage.
- Sample request
- A request for product, plant material or high-resolution images to take away for review; confirm the exhibitor's policy on the day rather than assuming samples are available.
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Also known as
Alternate names and search phrases for this event.
- The Garden Press Event 2027
- The Garden Press Event London 2027
- London United Kingdom
- Gardening tools and equipment
- Plants and seeds for home gardens
- Outdoor living products
- Garden furniture and decor
- New herbaceous perennials and biennials
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.