14/12/2022 – growUP und showUP

Preparing for the 20th edition of the fair

ShowUP is preparing for its 20th edition. This edition will take place on the 29th and 30th of January in the Expo Greater Amsterdam (formerly known as the Expo Haarlemmermeer).


The 20th edition of showUP with integrated growUp will be held at Expo Greater Amsterdam from January 29-30, 2023. © showUp


For almost 10 years, showUP has been the place to buy and get inspired. Manufacturers, distributors and agents present their products and new collections in the segments home deco, gifts, lifestyle, kids, stationery and food.

Look, feel, meet and do business

In times when online meetings and business are gaining importance, showUP strongly believes that nothing beats the feeling of a live event. “The possibility to actually see so many products and brands in one day is unique. You can touch and feel these well-designed products and examine the materials they are made of. You can get inspired, get connected, and get down to business“, says Daan van Trigt, organizer of showUP. “All in all, this is how professional buying and getting inspired come together, it is the perfect setting to do business.”

GrowUP with baby and children's brands

GrowUP is a separate part of the fair, where about 50 baby and children's brands come together to show the visitor the latest trends and products. Trends in the field of textiles, baby gifts, plush, toys, crockery, children's books, care products and baby clothing are shown here. As with other product groups, we see a shift in brands that want to produce more sustainably and with an honest attitude towards people, profit and planet. Attention is paid to the use of materials and the lifespan of products in ways that are good for the world and for children. Not only baby and children's stores find their way to growUP, a visit to this part of the fair is also relevant and interesting for concept stores and gift shops that want to broaden their range with items for kids. Again, this edition there will be a nice mix of brands. Toot Cosmetics shows that make-up for kids is possible in a responsible way. The popular velvet letter and animal cushions from Bettys Home from Poland are back. Londji from Spain has innovative, durable and safe toys. You will also see popular brands such as Lässig, Mertex, Mushi, Sigikid and Atelier Pierre Junior.