Back-to-back shows ‘best ever’ for What More UK

Staff at a Lancashire housewares manufacturer have returned “exhausted but exhilarated” from a fortnight promoting their company’s products at two of Europe’s biggest trade shows.

The back-to-back events saw sales teams from What More UK meeting buyers from around the world at Spring Fair at the NEC in Birmingham (February 7-11), followed by Ambiente in Frankfurt (February 12-16).

At Spring Fair, What More UK was chosen from the thousands of exhibitors to feature in a show highlights video on the official website. What More UK also said it had one of the busiest stands at Ambiente.

What More UK director Tony Grimshaw commented: “2016 at both these major exhibitions has been the best in our company’s short but eventful history.

“After an exhausting but exhilarating two weeks, we have returned with more firm leads and customer contact information than ever before. Now begins the process of converting those leads into orders, which is what having a presence at these key trade shows is all about.”

Founded in 1999, What More UK produces more than 650 plastic housewares, storage boxes and gardening products at its purpose-built 500,000sq ft manufacturing and distribution facility at Altham. Its Wham brand products are sold throughout the UK and exported to 64 countries worldwide, earning the company the Queen’s Award for Enterprise in International Trade.

More recently it has diversified into manufacturing a Wham Cook range of non-stick and enamel bakeware with a complementary range of kitchen utensils, and added the PushPan range of loose-bottomed bakeware to its portfolio of products.

“Our Wham Cook bakeware and PushPan ranges were a particular success at both shows,” added Tony Grimshaw. “They brought a lot of new customers onto our stands, many of whom also took a keen interest in our plastics ranges.

“The stands themselves were the best we’ve ever had to give just a taster of our products. But the real credit has to go to our sales teams who staffed them. Their attitude, enthusiasm and work rate have been absolutely superb and they have all been tremendous ambassadors for What More UK over the past two weeks.”

Mr Grimshaw also paid tribute to other What More UK teams who make attending the shows possible, including those led by operations director Roger Tout, manufacturing director Iain Sellick and trade shows co-ordinator Jennifer Makin.

“Attending these events, presenting our products in the best possible light, and winning new business in the UK and abroad is a real team effort and our success is due to everyone’s hard work.”

The sales teams now have a chance to catch their breath before attention switches to the USA, where What More UK will make its debut at the International Home + Housewares Show, held in Chicago from March 5-8.

“It’s the biggest housewares-only trade show in the world and it’s a first for us. But after the past fortnight we’re more confident than ever that our quality Made in Britain products will be just as well received over there,” said Tony Grimshaw.

Part of What More UK’s 255sq m exhibition stand at the Spring Fair


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