2024 Review: AGHA Trade Show in Sydney
Participating in the 2024 AGHA (Australian Gift & Homewares Association) Trade Show in Sydney was an exciting but ultimately mixed experience. This was my first time having a stand at a major wholesale event, which took place at the Sydney Showgrounds in Homebush. Covering around 32,000 square meters of exhibition space, the show featured over 350 stands and attracted thousands of buyers over the course of several days. As I bumped in, having borrowed a mate’s van, there was a sniff of adventure in the air.
For a small business the stand was quite expensive. I needed to sell around 150 items to break even, which ultimately I didn’t manage to do, despite generating around 30 qualified leads.
Our stand was pretty basic compared to most. Only selling two products, leather journals and espadrille footwear. We had a video playing, 3 x pop up displays and a central display shelf that Tait had helped build, or more accurately, built. While budget was of primary concern, other considerations might have included location at the exhibition, professionally built displays, or joining rewards programs. At the end of the day is it all a numbers game.
It was also great to get product feedback, and really delving into the logistics of converting interest into sales. The dream of course had been to snag a big fish with pre-order a container… Unfortunately, of course, that outcome nurtured not to fruition. In honesty though, I was really there more in an observer capacity, and the investment was always about acquiring that knowledge, of what pieces to put where, once all the stars align. It’s a 5-to-10-year plan and this is about 1 year in.
The event itself, located at the expansive Sydney Olympic Park, was well-organized, with exhibitors from across Australia displaying their latest giftware, home goods, and lifestyle products. Many attendees seemed to be browsing rather than making serious business connections, and the selection of products on offer didn’t stand out much from what you might find at other wholesale events. There was also a free bus toa rival trade show at the ICC in Darling Harbour. For my business, which thrives on offering unique and well-curated items, it just didn’t align with what I had hoped for.
On the bright side, the experience was a memorable one for personal reasons. My wife and daughter helped me run the stand, and we all bonded over the process of setting up, interacting with potential customers, and learning the ropes together. We stayed a couple of nights in a nearby aparthotel. It was fun working as a family team, and the show became a shared experience that brought us closer. It was also a fascinating introduction to the world of wholesale, and I learned a lot about how these events work. From navigating the lead generation app to handing out marketing materials, it was a crash course in trade show logistics. Ironically my day job is with an exhibition company and my role is in content, it was different coming at it from a customer perspective.
Even though the results from the event weren’t what I had hoped for in terms of business outcomes, it was still a great learning experience. Having this firsthand insight into the wholesale environment, understanding how to set up an appealing booth, and seeing the kinds of products that succeed in this space has already shaped how I’ll approach future events. It wasn’t all bad — the lessons learned and the time spent with my family definitely made it worthwhile
