Start-Up Pavilion puts tomorrow's brands in the spotlight.
Innovation will take centre stage at BETA International 2026 with the launch of a brand-new Start-Up Pavilion, giving the next generation of equestrian businesses an unprecedented opportunity to showcase their products alongside some of the industry's biggest names.
Making its debut at the NEC Birmingham on 27–28 September 2026, the dedicated pavilion is designed exclusively for equestrian businesses less than five years old, providing an affordable launchpad to connect with retailers, buyers and distributors from across the UK and overseas.
Among the first businesses to secure their place are equine fitness tracker supplier, Horsepal, equestrian accessories suppliers Elegant Equestrian and Strahfoili – The Hoof Company from Germany, with more innovative brands expected to join the line-up in the coming weeks.
The launch of the pavilion comes as BETA International, sponsored by Neue Schule, continues to build one of its strongest exhibitor line-ups in recent years. More than 200 exhibitors are expected to take part, reflecting the strength and diversity of today's equestrian trade.
Alongside the exciting new businesses featured in the Start-Up Pavilion, the main exhibition floor will welcome a host of first-time exhibitors including PS of Sweden, Brands of Q, Medivet and Mongrel Boots. Harcour is returning to the show after a number of years.
“With exhibitors and trade visitors travelling from across Europe and beyond, BETA International continues to cement its reputation as the UK's leading equestrian and country trade exhibition. The event offers brands of every size the opportunity to launch new products, build valuable partnerships and generate business in a focused trade environment”, commented Liz Ormesher, event director.
Exhibitor bookings remain open, and trade buyers can now register free of charge to attend the industry's key buying event this September.
Exhibitor enquiries liz.ormesher@raccoonmediagroup.com
