1-2 September 2024

about showUP

up to date and innovative

showUP has become known as the most inspiring Dutch trade show for home & gift. showUP focuses on buyers from home & gift stores, concept stores, webshops, department stores and museum stores. Stylists, press and bloggers also come along to get inspired.

More than 300 international exhibitors from are present at showUP. Varying from small starting labels and young designers to well-known brands from all over Europe. And that is what makes showUP so charming: big international brands stand side to side with upcoming labels and young designers.

The edition of 1-2 September will be held in the Brabanthallen in Den Bosch. 


showUP is more than a regular trade show. It is also a great place to get inspired and do some networking. There are barrista's, foodtrucks and nice terraces. In a pleasant environment you can meetup with colleagues, suppliers and other relationships.

The setup of showUP is remarkably open and inviting. The atmosphere and styling is pleasant and oozes creativity. The booths of exhibitors are spacious and uniform, all the attention goes to the products. In a comfortable and clear way, you can spot new products for your store and meet your existing suppliers.

In addition to participating brands, there is room for young design talent and you will see surprising presentations. listenUP is an exciting lecture program, one of the highlights the trend presentation of buro jantrendman. In the Trend Zone on the floor the trends are visualized and combined with products of participating brands.

Now, that's how professional buying and getting inspired come together.


The first edition of showUP took place in February 2013. Together with just 20 brands, we wanted to show that a trade show could be fun, inspiring and different. The existing exhibitions did not respond to changing market conditions and we saw opportunities for a new event. We picked an industrial venue Amsterdam North as the location to present our concept.

The reactions were overwhelming. Visitors were excited about the new layout combined with the striking location. Participants were and are still positive about the turn-key concept. The three editions that followed were getting bigger and better, showUP attracted more public and big brands joined us.

In 2015, showUP moved to the Expo Haarlemmermeer, simply because the locations in Amsterdam were too small. The new venue offered us space to grow, has excellent parking facilities and has a great look and feel.

By now, showUP has grown to be the leading Dutch trade show with more than 300 exhibitors and 4,000 visitors.