The UK’s new footwear and fashion trade event

Sunday 8th & Monday 9th August 2021

The Ricoh Arena


Born from a desire from industry brands for a value for money trade exhibition with no compromise on quality, the debut event in February 2020 saw some of footwear’s biggest names such as Rieker, Josef Seibel and Gardiner Bros gather within the dedicated exhibition hall at the Ricoh Arena presenting to retailers such as Briggs Shoes, Charles Ager, Harveys of Halifax, Morleys Stores Group, White & Sons Sidmouth, Shoe Med and Strolling 4 Shoes.

Now, after the enforced break, we are delighted to once again begin work on the August 2021 edition delivering key buyers to your brand. More than ever, we believe our focus on value for exhibitors is incredibly important. Our cost-effective and clear pricing structure as well as a two-day format ensures a return on investment. We believe in working collaboratively with our clients with a focus on service.



A venue to attract returning crowds
We chose the award-winning Ricoh Arena for Sole Fashion because we want visitors and exhibitors to enjoy the show and return season after season.
The Vodafone Exhibition Hall allows all brands to show in one pleasant, pillar-free, easy-to-navigate space. Ground-level vehicle entry doors give easy access for unloading and reloading, and the experienced on-site team will help everything run smoothly.

A stadium venue, the Ricoh Arena is home to the Premiership Wasps Rugby Club and Europe’s largest casino – perfect for relaxing or entertaining buyers after the show. With 5G connectivity and onsite business lounges, you’ll have no problem accessing crucial files and staying on top of tasks.

Everything conveniently close by
The complex’s high-quality facilities and free parking are all close at hand. And great travel links and a wide range of local accommodation options make it a straightforward option for you and our visitors.


Our two-day format enables you to reduce your time away from your business as well as keeping control of costs. The key dates are:

Set-up             Thursday 5th & Friday 6th August 2021 – SELF BUILD STANDS ONLY
Set-up             Saturday 7th August 2021 – 8am-9pm – Shell Scheme & Self Build Stands

Open days      Sunday 8th & Monday 9th August 2021, 9am-6pm

Breakdown      Monday 9th, 6pm-10pm & Tuesday 10th August 2021, 8am-4pm

Food & drinks

Breakfast is on us
Visitors and exhibitors are all welcome to join us for a complimentary breakfast from 8am on each show day. It’s an ideal opportunity to start conversations early with existing and potential customers.
Space to meet and relax
Excellent food and drinks are also served at the arena’s bars and coffee shops – whether you want to a quiet space to talk with buyers or a late-night venue to let loose after the show.

They include:

The Mill Bar & Brasserie
Coffee & Bake House at The Mill
Anecdote Sports Bar & Diner
Faradays Restaurant
Pure Legends Lounge
Grosvenor Casino

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A quick commute
Set in the heart of England, the Ricoh Arena is easy to get to by road, rail or air.

By car
The arena’s just 800 metres from junction 3 of the M6 and is close to the M1 and M40 too. Parking’s simple with 2,000 free onsite spaces.
By train
There’s a train station at the complex, just a 5-minute walk from the Ricoh Arena, and two other stations in Coventry. From London Euston, the train journey is only 55 minutes.
By plane
With Birmingham International Airport just a 25-minute drive away, and free airport transfers provided by us, flying in for Sole Fashion is straightforward.


Make yourself at home
There’s a 4-star DoubleTree by Hilton hotel right on the complex, so you can minimise travel during the show and have a comfortable base. Some bedrooms overlook the stadium and there’s all the facilities you’d expect from Hilton, including a fitness room.
There are also around 65 hotels in Coventry city centre and the surrounding area with prices to suit all budgets.

Future events

A show for all seasons
Sole Fashion will run twice-yearly with an S/S and A/W edition. The dates for the next A/W edition in 2022 are to be confirmed.

Organised by

Organised by an industry expert
The person behind Sole Fashion is Penny Robinson, who has over 25 years’ experience running fashion industry events and exhibitions. Sole Fashion is a response to industry demand for an event that gives a better quality experience for visitors. Penny’s applying her extensive experience and learning to put on a well-run, enjoyable show that will help you meet your objectives.


Gardiners were thrilled to be involved in the first showing of Sole Fashion. Ricoh Arena in Coventry is a very convenient and hospitable location.  The complimentary breakfast was a lovely touch to get retailers and exhibitors prepared for early business. 

Despite the extreme weather conditions, it was great to see so many existing customers and wonderful to meet new retailers. It is good to have the space and the time to show our partners the complete ranges from Hush Puppies, Crocs, Cotswold, Base London, Rocket Dog and many others.


  Ben Gardiner, Director, Gardiner Brothers Ltd

Sole Fashion has brought a breath of fresh air to the UK show buying circuit from an HB Shoes perspective.  The organisation pre-show, in-show and post-show was beyond reproach. 

Unfortunately, the timing of MICAM, storms and the uncertainly in the global market were stacked against us.  However, from a professional buying and selling point of view, it was an ideal scenario for both buyers and sellers to appraise the new season in a relaxed and convivial setting.


    Justin Morgan, Managing Director, HB Shoes Ltd