About Crufts
Crufts is the world-famous dog show organised by The Royal Kennel Club and held each March at the NEC in Birmingham. At its heart is breed competition, with judging spread across the days and culminating in Best in Show, but the event is much broader than that: agility, flyball, obedience, rally, heelwork to music and grooming championships all take place in its arenas and rings.
For exhibitors, the main opportunity lies in the shopping halls, where trade stands sell food, treats, accessories, beds, grooming products, training aids and services such as insurance. Discover Dogs, where visitors can meet many different breeds and talk to their owners, adds to the appeal for families and prospective owners.
The audience is mainly consumers: dog owners, breeders, competitors and families, many of whom visit with their own dogs and come ready to buy. Trade and media are present too, and broadcast coverage in partnership with Channel 4, along with a large social media following, keeps the show in the public eye well beyond the NEC.
Pet brands exhibit for direct sales, product sampling and brand building with an unusually engaged audience. A presence at Crufts also carries credibility with dog owners that brands can use in their marketing throughout the year. Because it is a retail environment, stands are designed around transactions, stock replenishment and queues as much as display.
Next edition
Crufts 2027: what to expect
Crufts 2027 runs over four days, from 4 to 7 March, at the NEC Birmingham, with broadcast coverage again in partnership with Channel 4.
Trade stand space is booked directly through The Royal Kennel Club, which publishes its own terms and conditions for exhibitors. Those terms, rather than general NEC rules alone, govern what can be sold and how stands operate.
Four days of retail means stock levels and replenishment need careful planning, including where reserve stock is held and when it can be brought in outside opening hours. Many visitors bring their dogs, so flooring, display heights and any treat sampling should be planned with four-legged visitors in mind.