The London Pet Show Live 2025, staged at Olympia London over the weekend of September 20 and 21, has been widely condemned by vendors who claim to have suffered significant financial losses after the event failed to attract the promised large crowds. Organisers Elite Events Ltd had promoted the show as the "UK's biggest show for pet lovers," assuring stallholders of up to 20,000 visitors, but the reality was a stark contrast. Attendance was estimated to be closer to 2,000, leaving much of the event space noticeably empty and the atmosphere described by participants as "dead, dead, dead."

Numerous vendors shared their frustration, citing poor promotion and marketing by the organisers, which they believe contributed heavily to the low turnout. Significantly, many attendees appeared not to be pet owners but rather uninterested parents taking their children for a day out, further reducing potential sales opportunities for exhibitors. One retailer reported spending £2,000 on a pitch yet earning just £1.50 on the first day, while others revealed they ended up buying products from each other in an effort to mitigate combined losses.

Among those affected was Debra Hagland, founder of Wicked Fudge, who labelled the experience as "the worst show I've done in 40 years of trading." She criticised the organisers for restricting her from selling fudge just days before the event despite having booked months earlier. Hagland, who paid £800 plus VAT for a small stall, made only around £600 across both days, half of which came from sales to fellow stallholders. Comparing the event to a prior weekend market in Kent where she took £3,000, she expressed strong disappointment at the broken promises of footfall figures and media support.

Luisa Stravino, founder of PetBuddy, echoed these sentiments, describing the event as devoid of visitors and doubting the reported ticket sales of up to 24,000. She noted that many people admitted they had received free tickets without owning pets, indicating the audience was not the targeted demographic. Her sales were so poor on the first day that she opted to pack up early, remarking that footfall was even worse on the second day. Several vendors, including TinyFriendsUK's Ash Harris, utilised social media to voice their dismay; Harris highlighted that previous Olympia events he attended attracted long queues, whereas this show felt more like a "disaster."

Influencer Travis Nelson, who was invited along with his cat Sigrid, also expressed shock at the sparse attendance. Despite normally selling out his books at other pet-related events, Nelson sold just ten copies over the entire day at London Pet Show Live. He criticised the additional costs for equipment hire and insurance charged by organisers, and described the vendor sentiment as nervousness over potentially losing significant investments.

Lily Bewick of Bew Dogs, another small business, said the event left her nearly in tears due to the poor turnout and minimal sales, which were mostly to other vendors or influencers rather than paying visitors. Similarly, Emma Teader of Minipetz reported taking under £800 in sales but incurring over £1,000 in costs, calling the show a "make or break" opportunity that ended in devastation.

Organisers Elite Events Ltd, represented by director Oscar Von Keysall, issued a formal apology acknowledging the shortfall in attendance and the resulting disappointment. Von Keysall maintained that the figures shared with vendors were "anticipated numbers" based on external advice and past precedent rather than guarantees, and said the event's outcome fell "far short" without intent to mislead. The company pledged to learn from the experience and review its marketing and operational approaches to avoid repeating the failures. They also offered a "heavily discounted" stand package for 2026, formal apologies, and transparency on attendance and marketing efforts moving forward. Elite Events confirmed they were in dialogue with exhibitors to address concerns and explore possible remedies, although refunds were not yet promised.

The London Pet Show Live 2025 evidently fell far short of its aspirations, dealing a blow to the many small businesses and individuals who invested time and finances with high hopes. While the organisers have acknowledged their mistakes and committed to improvements, the episode serves as a cautionary tale about the risks for vendors in launch events where projected attendance figures and promotional support may not materialise as expected.

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Source: Noah Wire Services