Top Drawer Trade Show 2025: A Wholesaler’s Guide for Pop-Up Cards

If you are a wholesaler or distributor of pop-up greeting cards, exhibiting at a major design-led trade show like Top Drawer London can be a game changer. This curated UK trade fair draws keen retailers, boutique shops, and interior/gift buyers seeking fresh, design-forward products. Below is a comprehensive guide to Top Drawer—how to register, costs, booth logistics—and how you can tailor your pop-up card line to succeed there.

What Is Top Drawer & Why It Matters

Top Drawer is one of the UK’s premier design-led trade shows for gifts, interiors, stationery, homewares, and lifestyle products. (Top Drawer 2025) It is held twice a year (Spring / Summer edition in January and Autumn / Winter edition in September). (Top Drawer 2025)

Key stats:

• Over 600 exhibitors from 80+ countries (Top Drawer 2025)

• Bought by ~10,000+ retailers annually (Top Drawer 2025)

• Curated, selective show—organizers want high-quality, design-forward brands. (Top Drawer 2025)

For a pop-up card wholesaler, Top Drawer offers exposure to UK & EU retailers, trendsetting buyers, and a platform to showcase the novelty, artistry, and premium quality of your products.

Dates, Venue & Key Timing (2025 / 2026)

• Next show (A/W 2025): September 14–16, 2025 at Olympia London (Jetro)

• Spring / January show (S/S edition): Typically January 12–14, 2025 at Olympia London (Top Drawer 2025)

• The show’s schedule is announced in advance; registration for exhibitors usually opens many months before. (CWB Online)

For example, UAL (University of the Arts London) collaborators must apply by 3 November 2025 for the January 2026 show. (UAL)

Timings for exhibitors typically include set-up days (installation), full show days, and breakdown. (UAL)

How to Register & Exhibit

Application process

1. Apply to Exhibit: Use the online “Apply Now” or “Self-Service Application” on the Top Drawer website. (Top Drawer 2025)

2. Selection / Curation: Because Top Drawer is curated, your brand and product line are reviewed for fit. (Top Drawer 2025)

3. Contract & Terms: Once accepted, you will sign a contract with show organizers (Clarion Events). (Top Drawer 2025)

4. Booth assignment & floor map: You will be given a location and stand size.

5. Exhibitor portal / dashboard: You receive access to order services (lighting, furniture, signage).

6. Pre-show Marketing: You can opt into show directory, featured listings, pre-show promotions. (Top Drawer 2025)

Top Drawer also offers turnkey booth options for first-time exhibitors to simplify setup. (Top Drawer 2025)
 

Booth Sizes, Costs & What to Expect

While Top Drawer does not always publicly list full booth rates (they may negotiate or custom quote), we can draw on available insights:

• Some exhibitors report paying for shell scheme booths with basic walls, lighting, and carpet. (Annie Montgomery Design)

• Lighting, furniture, shelving are often optional extras or upgrades—discounts may be offered if ordered early. (Annie Montgomery Design)

• In some cases, costs for debut or small booths for UAL participants are relatively modest (e.g. £160 for alumni in UAL-curated space) for mini stands. (UAL)

• For full commercial exhibitors, expect to budget for booth space, build, promotional materials, shipping, and staffing.

Because Top Drawer is curated, pricing often depends on stand size, location, shell vs custom build, and services. It is best to contact the Top Drawer sales team early and request a quotation tailored to your brand’s size and needs.

What Makes Pop-Up Cards a Strong Fit

At Top Drawer, buyers are looking for products that are distinctive, design-led, gift-worthy, and speak to trends. Pop-up cards naturally align:

• “Gift & Stationery” / “Greetings & Stationery” is one of the categories accepted. (Jetro)

• The novelty and 3D effect of pop-up cards helps your stand stand out visually in the crowded hall—an eye-catching feature.

• Limited editions, seasonal collections, and premium materials (eco, recycled, FSC-ready) help differentiate.

• Buyers often look for new launches and statement designs—pop-up cards with intricate designs or interactive features can attract attention.

• Because buyers are sourcing gifts & lifestyle products, pop-up cards can cross-sell with giftware or complement other product categories.

To leverage this:

• Showcase new collections at the show (Valentine’s, Holiday, Occasions).

• Provide sample displays of opened pop-up mechanics to attract interest.

• Use lighting and tiered shelving to highlight depth, shadow, and movement of pop-ups.

• Offer minimum order quantities suited to retailers (e.g., mixed designs, small trial runs).

• Prepare catalogues, ordering forms, wholesale terms ready for buyers to commit on-the-spot.

Tips for First-Time Exhibitors

From accounts of past exhibitors at Top Drawer, here are practical tips to help your pop-up card line make an impact:

• Begin planning months ahead — securing a good spot and having custom display structures takes time. (Imogen Partridge)

• Order booth extras (lighting, shelving) early when discounts are available. (Annie Montgomery Design)

• Bring spare business cards, catalogs, order forms and be ready to take orders. (Annie Montgomery Design)

• Lighting matters — pop-up shadows and depth shine under good lighting. (Annie Montgomery Design)

• Promote beforehand: tell your existing customers, retailers, and social followers you’ll be exhibiting, share your stand number. (KATHERINE JONES)

• During the show, don’t stay seated behind a desk—engage visitors, invite them to open cards, talk through the mechanics. (KATHERINE JONES)

• Track leads carefully (names, interest level, contact info) and follow up promptly after the show.

• Be ready for long show days—bring water, snacks. (KATHERINE JONES)

• After the show, review which designs sold, which caught attention, and use that data for future collections.

By understanding the registration process, booth logistics, costs, and buyer expectations, and by carefully crafting your pop-up card presentation, you maximize your chances of success. If you are considering exhibiting, start now reach out to the Top Drawer sales team, plan your product line, and get your standout pop-up designs ready.