Ambiente cancellation blow for What More UK and consumer goods industry

What More UK, the Lancashire housewares manufacturer, and owner of the well-known brand Wham, has been a regular exhibitor at the annual Ambiente tradeshow for more than 20 years.

News was released yesterday that unfortunately due to the ongoing global pandemic and risks associated with international travel, Ambiente will be cancelled for 2022 – it was due to start on 11th February. 

Ambiente is the leading international consumer goods trade fair. Before the pandemic caused unprecedented disruption, it regularly attracted astonishing numbers of exhibitors and visitors. In 2019 the show saw 4460 exhibitors from 92 countries and 136,000 visitors from 162 countries.

In 2021 Ambiente adapted to be a digital-only show, with a conference programme accessible online. Organisers also created a special digital ordering platform so business transactions could still take place as before. Due to the last-minute nature of this cancellation, there will not be a digital or postponed version of Ambiente in 2022.

What More UK director Tony Grimshaw OBE is understanding, but disappointed with the outcome: “Although we completely understand why the global situation means Ambiente can’t go ahead, and we have strict Covid procedures in place ourselves, it’s still a blow to the industry. Ambiente is such an important event for lots of reasons.

"We’ve always said we don’t make customers, we make friends and we won’t be able to see our existing customers there who have become valued friends. We’ll also find it a lot more difficult to make new export friends this year without Ambiente, which really is the highlight of our year.

"I’m also sorry for our International Sales Team who work really hard, and without Ambiente will have to work even harder to push our export sales. I know many companies who we stand alongside at Ambiente will feel the same way today, it will affect everyone who exports consumer goods.”

Since the pandemic struck, What More UK has done everything possible to maintain business as usual, keeping the country’s shelves stocked. They’ve done all they can to keep their staff safe, whilst still continuing with expansion plans and investing in their staff, premises, products and manufacturing capabilities.

What More UK manufacture metal and plastic housewares of all kinds, from around the sink items to garage and officewares. During lockdown their range of bakeware and cookware was in high demand. The firm also makes products for the garden like planters and troughs. What More is a proud member of Made in Britain and they export UK branded goods to 75 countries around the world, in addition to every major UK supermarket and another 1600 independent retailers.