Reed Gift Fairs will enter a new chapter in 2027, with the long-running Australian retail sourcing event set to rebrand as Reed Retail Fairs.
The change reflects the evolution of the event over more than 50 years and the increasingly broad range of products, suppliers and retail sectors represented across its show floor.
While Reed Gift Fairs has built a strong reputation within Australia’s gift and homewares industries, organisers said the term “Gift Fair” no longer fully represents the breadth of businesses now exhibiting or the increasingly diverse sourcing requirements of buyers attending the events.
The new Reed Retail Fairs identity is designed to more accurately reflect a visitor base that now extends well beyond traditional gift retailers to include independent retailers, department stores, ecommerce businesses, interior designers, hospitality venues, garden centres, lifestyle businesses and specialist retailers.
Under the new positioning, the event will continue to provide a national platform for brands and suppliers while placing greater emphasis on clearly defined retail categories.
These will include Gift & Lifestyle, Home & Décor, Fashion & Jewellery, Beauty & Wellness, Kids & Family, and Garden & Outdoor Living, with additional categories expected to be developed in consultation with the industry.
Giftware and lifestyle products will remain a core component of the event, with organisers emphasising that the rebrand represents an expansion of the event’s positioning rather than a move away from its traditional market.
The broader format is intended to provide buyers with a more intuitive sourcing experience, while creating opportunities for the event to attract additional brands, suppliers and emerging product categories.
For exhibitors, the repositioning potentially opens the event to a wider pool of retail buyers, while visitors will have access to a broader range of products and category-specific sourcing destinations within the one event.
The change also reflects the way retail buying has evolved, with many businesses now operating across multiple product categories and sales channels rather than within a single traditional retail segment.
The February 2027 Sydney event will be the first edition staged under the Reed Retail Fairs name.
Organisers have also flagged a number of new initiatives for 2027 aimed at strengthening product discovery, networking and the overall sourcing experience, with further details expected to be announced in the coming months.
The rebrand builds on more than five decades of Reed Gift Fairs in Australia while positioning the event for a broader role within the country’s changing retail marketplace.
For more information about Reed Retail Fairs, visit their website HERE
