Trade Fair opportunities for Equestrian Brands 2026-2027
Meet retailers, distributors and industry partners at Europe’s leading equestrian trade fairs
At Huginbiz® (short for Helping You Grow International Business AB) we work with international trade shows in the sport and sourcing industries and have been organizing events and providing international business consultancy since 2004.
We are in close contact with more than 300 brands in the Nordic region and actively organize clusters, enabling brands to collaborate and exhibit together. Over the years, more than 150 brands have trusted us with consultancy projects. We have extensive experience in distributor and agent agreements, distribution strategies, market selection, and international expansion planning.
Within the equestrian sector, we represent the following four shows in the Nordic region (listed below). Please also take a moment to read the information about how we cluster companies — a model designed to reduce exhibiting costs for participating brands.
- Dates: 27–28 September 2026 (2 days)
- Location: NEC Birmingham, UK
- Type: Business-to-Business trade show (trade only)
- Summary: Premier trade exhibition for the equestrian, country clothing, pet and related sectors. Showcases products, trends and networking opportunities with suppliers and industry professionals.
- Who Attends: Specialty retailers, wholesalers, distributors, importers/exporters, equine professionals, industry buyers and trade media.
- Costs: New Starter Year 1 (max. 6 m²) is £190 per m². New Starter Year 2 (max. 6 m²) is £251 per m². Shell Scheme is £309 per m². Space Only (16–31 m²) is £297 per m², and Space Only (32 m² and above) is £273 per m².
- If there is enough interest, we will create a Nordic Village at BETA. Advantages: Gain cost synergies, secure stronger placement through collective presence, and benefit from a powerful marketing package fully supported by the trade fair. Together, this maximizes visibility, impact, and return on investment.
- Dates: 27- 28 Feb 2027 (2 days)
- Location: NEC Birmingham, UK
- Type: Primarily B2C (consumer-focused equestrian event with shopping and experiences)
- Summary: A weekend event for equestrians offering a large shopping environment with hundreds of equine brands, interactive features, educational stages, presentations, and meet-and-greets with riders and experts.
- Who Attends: Horse owners, riders, equestrian enthusiasts and consumers interested in horse care, apparel, equipment and lifestyle products (≈10,000+ visitors).
- Costs: space rental and shell scheme £240 plus vat / £210 plus vat for carpeted space only.
- If there is enough interest, we will create a Nordic Village at BETA. Advantages: Gain cost synergies, secure stronger placement through collective presence, and benefit from a powerful marketing package fully supported by the trade fair. Together, this maximizes visibility, impact, and return on investment.
- Dates: 30 Jan – 1 Feb 2027 (3 days)
- Location: Koelnmesse, Cologne, Germany
- Type: B2B trade fair — only for trade visitors (no general public)
- Summary: Leading international trade exhibition for the global equestrian industry, focusing on products, services, trends and innovations across equestrian sport sectors. Over 400+ exhibitors are expected with focused networking, panel discussions and themed event areas.
- Who Attends: Trade professionals (retailers, wholesalers, import/export, online & brick-and-mortar shop buyers), industry decision-makers, service providers and specialised professionals in horse sport sectors.
- Costs: space rental approx. €241 – €303 per m² net depending on booking period (Early Bird → Last Call). Note: Construction/stands not included. Early Bird application ends 31st of March.
- If there is enough interest, we will create a Nordic Village at BETA. Advantages: Gain cost synergies, secure stronger placement through collective presence, and benefit from a powerful marketing package fully supported by the trade fair. Together, this maximizes visibility, impact, and return on investment.
- Dates: 18 – 24 March 2027 (7 days)
- Location: Messe Essen, Essen, Germany
- Type: Mixed B2B & B2C (both trade and general visitors / networking, shopping and industry content)
- Summary: One of the world’s largest equestrian fairs, combining product exhibitions, live demos, shows (e.g., Hop Top Show), training sessions, specialist congresses and competitions across multiple riding disciplines.
- Who Attends: Wide audience including consumers, equestrian hobbyists, professional riders, trainers and industry professionals such as retailers, manufacturers and breeders; typically over 100,000 visitors with hundreds of exhibitors.
- Costs: Space rental starts at €155 per m² during the Early Bird period (valid until the end of April, 2026). Corner stands are subject to an additional €150 per open corner. After the Early Bird deadline, the rate increases to €205 per m². Note: Construction/stands not included.
- If there is enough interest, we will create a Nordic Village at BETA. Advantages: Gain cost synergies, secure stronger placement through collective presence, and benefit from a powerful marketing package fully supported by the trade fair. Together, this maximizes visibility, impact, and return on investment.
- We will also offer pre-built booth solutions and provide staffing support on the final day for those who need to be at Eurohorse in Gothenburg, 24–28 March 2027.
More information >>
Why work with Huginbiz®
• 20+ years of international trade show experience
• 300+ Nordic brands in our network
• 150+ consultancy projects delivered
Exhibit together – the Nordic Village concept
For many years we have organized “Scandinavian Villages” - branded exhibition clusters where Scandinavian companies exhibit together and engage in joint business and press activities in a shared, highly visible space.
We are considering organizing this type of pavilion at the above-mentioned trade shows and would like to explore whether this would be of interest to you. We would also appreciate knowing if you are interested in exhibiting at any of these events.
Interested in learning more? Please complete the form below and we will follow up with relevant information based on your interests: