LANCASHIRE manufacturer What More UK is set to take part in one of the world's leading trade fairs, without leaving their Accrington headquarters.

The housewares manufacturer, which also owns the well-known brand Wham and has a manufacturing plant in Padiham, has been taking part in the annual Ambiente tradeshow, which showcases consumer goods produced by companies from all over the world, for over 30 years.

The ongoing coronavirus pandemic has forced the event online this year, with What More director Tony Grimshaw OBE ready to take his place at an event that last attracted 4460 exhibitors from 92 countries and 136,000 visitors from 162 countries just over a year ago.

Mr Grimshaw said: "Ambiente is an important event for lots of reasons.

"It's been a great place to meet customers and make new contacts in the industry.

"There's such diversity at Ambiente, going online will mean doing things differently.

"It's uncharted water and we're excited to see where it takes us."

"I'm sure we'll get back to normal as soon as possible, but now it's gone online, I think we'll be seeing a new side of Ambiente in the future, one with much greater digital presence."

"The organisers have had to find new ways to add value to the show, for instance they've greatly expanded the conference programme this year."

This year the digital show will combine sister trade shows: Christmas World, Creative World, and Paper World, with the new offering named Consumer Goods Digital Day.

Lancashire Telegraph:

A What More stall at a previous show

Organisers hope that by joining forces they will give exhibitors and attendees the chance to engage with potential customers.

They have also laid on a special digital ordering platform so business transactions can still take place as before.

What More meanwhile will be going into the event off the back of a particularly successful period in which lockdown saw a spike in interest in bakeware manufactured by the company.

The Lancashire firm has also recently unveiled plans to build a new factory in Altham and has expanded to export its good to 75 countries around the world.

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