The specialist equine and country retail market gathers in Birmingham at the end of September. BETA International 2026 stages two focused days at the NEC aimed at retailers, distributors and buyers across the sector.
Dates venue and opening hours
BETA International 2026 runs on 27 and 28 September 2026 at the National Exhibition Centre NEC, Pendigo Way, Marston Green B40 1NT. Opening hours are 09:30 to 17:30 on Sunday 27 and 09:30 to 17:00 on Monday 28.
Exhibitor and visitor profile
Event information lists more than 200 exhibitors and over 2,000 visiting professionals, showcasing upwards of 3,000 products. Exhibitors cover saddlery, equine feed, bedding and hygiene products, plus field equipment suppliers and specialist retailers.
Programmes zones and showcases
The show programme highlights a New Product Showcase, a Business Pavilion, the Saddlery Skills Showcase and dedicated areas for startups and hosted buyers. These zones let buyers inspect finishes and materials and assess product suitability for their customers.
Practical prospecting advice for B2B teams
- Select a short list of target buyers and confirm meetings before the show using the Hosted Buyer Programme and exhibitor list.
- Bring concise sell sheets and material samples. In a show with thousands of items on display, tactile proof points matter.
- Prepare order options and lead times. Buyers at the show will compare supply chain and delivery capabilities as much as product quality.
- Set measurable meeting goals. Record buyer type and estimated order size to prioritise follow up.
Key figures presented by the organisers
The event is promoted with figures of 200 plus exhibitors, more than 3,000 products on display and over 2,000 professional visitors across two days.
Closing recommendation with link
Plan booth staffing around peak hours and use the show’s feature areas to demonstrate technical strengths. Full registration details, exhibitor lists and the Hosted Buyer Programme appear on the official website https://www.beta-int.com which should be your reference for logistics and agenda planning.
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