An essential show

More than 11,000 delegates attended the three-day show, which ran from 1–3 March at ExCeL London.

The show displayed a new look along with a refreshed tagline: ‘Focus on the future.’

This was not the only change for 100% Optical, which was acquired by CloserStill Media last year, a specialist events business delivering trade shows in areas including pharmacy and dentistry.

Partnership and community

Rob Chapman, commercial director for CloserStill’s human and animal health portfolio, told OT that the organisers had taken the opportunity to observe the similarities between 100% Optical and the existing events in the company’s portfolio. 

“The similarities are the importance of CPD and the importance of the exhibitors in supporting the event, but probably the biggest thing is the importance of the community,” he said. 

“We serve a lot of professions who need a sense of community and they don’t often get that in their work life in the same way as they can at an event like this, where they can meet a lot of people – old friends and new – who go through similar situations, for a chance to bond and spend time together,” Chapman continued, adding: “That, for me, is a similarity that brings everything together. The more we can do to harness that across our events, the better we’ll be.”

The AOP, the official UK partner for the trade show, has supported the event since its launch in 2014. 

Adam Sampson, chief executive of the AOP, reflected on the new partnership with CloserStill Media describing the 2025 event as “an amazing show.”

“Cementing that partnership for years to come is a really important opportunity for us,” he said.

Sampson described the importance of the event to the AOP, sharing: “100% Optical is an essential part of what we do.” 

“So many of our members pass through this building during these three days – it is a brilliant opportunity for us to interact with the people who we represent and serve,” he added. 

Education hubs 

A packed programme of CPD saw more than 100 sessions take place across 10 different hubs during the event. 

Dr Ian Beasley, head of education for the AOP and OT clinical editor, remarked on the popularity of the education during the show with the majority of sessions full across the three days. 

Particularly popular were the discussion workshops and peer review sessions, while visitors also provided positive feedback on the depth and breadth of the programme. 

Beasley said: “It was a privilege to host world-renowned speakers on the Main stage, and work alongside commercial partners to educate practitioners on contemporary trends in clinical management to optimise patient care.”  

OT

OT

OT

From the exhibition

More than 250 exhibitors attended the show launching new products, providing demonstrations, and connecting with practices. 

Sam Wymer, co-founder and sales and marketing director of The Body Doctor, shared: “We’ve been here from the beginning. It’s getting bigger. It’s getting busier. For us, this is the biggest show of the year – I have to bring a huge team because we have so much demand for the products.”

“100% Optical is a wonderful exhibition. We’re proud to attend and support it, and hopefully we can do so for many more years,” he added. 
Christina Olner, head of professional services, UK and Ireland at CooperVision, said: “We’re absolutely thrilled to be here. This is the UK’s largest optical trade show and there is a real buzz this year.”

“It gives us the opportunity to engage with a wide range of eye care professionals,” Olner continued, adding: “For us, 100% Optical is a really important part of getting our message out there and being able to educate a wide audience.” 

Following its launch last year, 100% Ophthalmology was again co-located alongside the event, providing education for ophthalmologists.

Sharon Ormonde, sales director for Northern Europe at Optos, told OT: “For us, 100% Optical is without a doubt one of the biggest optometry shows on our calendar. The fact that ophthalmology is now also combined makes it even more valuable in terms of the benefits of being here.” 

The dates for 100% Optical 2026 have already been confirmed, with the show to take place from 28 February–2 March. 

Chapman said: “We’re really looking forward to next year’s show, and seeing how we can work with the community to make it even better.” 

As the official media partners of 100% Optical, the OT team is producing a suite of content from the show – from reports on lectures and Q&As with eyewear brands, to product demonstrations. Find it all on our website.