London, England – The divestiture of the dmg world media home show portfolio continued with the sale of the historic Ideal Home Show to Media 10 Ltd., a British publishing and events company.
The transaction announced August 28 left dmg with only its New Zealand home shows left on the block. The company continued its determined shift away from consumer-oriented events to a portfolio based on business-to-business trade shows in sectors such as technology, energy and construction.
Mike Cooke, CEO of dmg world media, said he was particularly pleased to have found a good home for the Ideal Home Show, which has been part of dmg’s parent company, the Daily Mail and General Trust plc, for 101 years. “We are thrilled to place this brand in the hands of such a vibrant young company,” said Cooke. “We are confident that their thorough market knowledge and innovative approach are the perfect combination to reinvigorate this storied brand.”
The Daily Mail Ideal Home Exhibition launched in 1908 with the Lord Mayor of London presiding at the opening ceremony. At the time, only 10% of Britain’s population owned a home. The annual Spring event currently attracts about 250,000 visitors to Earls Court in London.
“We are privileged to be the new owners of a show that has such a fantastic heritage and a reputation as one of the great British events of the year,” said Lee Newton, managing director of Media 10. “We’re looking forward to adding our own brand expertise and creativity to the show.”
Media 10 was launched in Essex six years ago and has become best known for its Grand Designs Live shows in London and Manchester. The company also organizes the Duke of Essex Polo Cup.
“We now have direct face-to-face contact with more than half a million home-interest consumers every year, plus an unrivalled database of millions of home-loving British public,” Newton said. “We are the only home-interest events company that can offer businesses that level of interaction.”