The parenting and pregnancy show will take place from 25 – 27 October at Olympia, after attracting 21,615 visitors to Earls Court this year.
The move marks a homecoming for the show, which launched at Olympia 10 years ago.
Nicole Muller, portfolio director of The Baby Show, told Event the move was not linked to the possible demolition of Earls Court, which
She said the move was partly due to recent investment in Olympia which includes
Muller added that the show also left Earls Court in an attempt to attract a more affluent audience. "We moved to Earls Court back in 2006 because the show was growing and the baby market was booming. Large retailers could undercut each other and offer good deals. Baby retailers now offer online deals, so the shopping element is less prominent and our focus is to offer a premium event in a premium West London location. Olympia has the opportunity to offer a more affluent market. We know that events like Spirit of Christmas, which is a Clarion event, work well for a high-end audience at Olympia."
The Olympia show is part of the programme of three Baby Shows next year, adding to the Excel London show from 22 – 24 February and the NEC Birmingham event from 17 – 19 May.
More than 300 brands exhibited at this year’s Earls Court show which took place from 26 – 28 October.
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