FMO and Media 10 join forces to deliver one major UK industry show following the cancellation of Optrafair 2020


Media 10, organisers of 100% Optical, and the Federation of Manufacturing Opticians have reached an agreement that brings the main optical bodies and the industry together in one major event for 2021 onwards.

In addition to this agreement, the FMO, together with show organiser MA Exhibitions, a member of the Mark Allen Group, have made the difficult decision to cancel Optrafair 2020, which was due to take place at the NEC between 19-21 September 2020.  This action was taken due to the continued uncertainty surrounding delivery of events as a result of Covid-19.

The joining of forces between FMO and Media 10, as well as the cancellation of Optrafair 2020, provides the industry with much-needed security and clarity. The industry can now be assured there is one major annual exhibition, 100% Optical at London’s ExCeL exhibition centre, which now has full industry support from the FMO and other major optical bodies.

The agreement reached between Media 10 and the FMO sees the Optrafair brand transition to Media 10 ownership from 2021. That means that optical suppliers will be able to plan with certainty and put their event marketing plans into place to support one event in January 2021. The long-term commercial agreement will allow the FMO the space, time and resources to increase support for its members.  The FMO and Media 10 look forward to consulting with members over the coming months. 

Over the last 7 years, 100% Optical has consistently grown attendance figures, and independent research illustrates that London ExCeL in late January is a winning combination for exhibitors and delegates.

Nathan Garnett, Event Director for 100% Optical said “We are living through uncertain times. Whilst this agreement would have been reached without the current pandemic, it's importance now is magnified as the optical industry needs solidarity at this time. With the FMO’s full backing of 100% Optical, coupled with that of the AOP and ABDO, I can see huge potential for us to take 100% Optical forwards, grow our attendance levels, increase the diversity of our content, and make it an even more unmissable date in the UK and International Optical calendar.”
Stuart Burn, Chairman of the FMO Commented: “We are delighted with the outcome of this agreement that will allow FMO members to concentrate on one major exhibition, which will be fantastic for all of us. I am looking forward to working with Media 10, and believe this partnership will provide both tangible benefits and cost savings to our members and other exhibitors. Now more than ever we can come together as an industry at 100% Optical and tackle the key issues facing optics today.”

Matt Govett, Managing Director of MA Exhibitions adds: “In addition to the Optrafair brand transitioning across to Media 10, and in light of the current circumstances around the viability of events due to the pandemic, MA Exhibitions and the FMO reluctantly made the decision to cancel Optrafair 2020 which was due to take place in September at the NEC. We fully support the move between Media 10 and the FMO to create one new event to support the sector from 2021 onwards. We wish Media 10 and the FMO well in their new endeavours.”

Henrietta Alderman, Chief Executive of the Association of Optometrists said "As the official partner to the show, the AOP are pleased that the optical bodies representing the different constituent parts of this industry can come together at 100% Optical in 2021. The sector as a whole will benefit from this new collaboration and together we will continue to lead the profession through a changing landscape”.

Sir Anthony Garrett CBE HonFBDO said, "ABDO has had a long and happy association with Optrafair and therefore there is some understandable sadness that it will not continue. However, it is very good news for the whole sector that there will be just one show each year which we can all fully support. We look forward to a successful working arrangement with 100% Optical for many years to come and a show that is able to grow and develop."

Media 10, ExCeL London and the local health authorities are currently working on ways to ensure 100% Optical 2021 will be COVID safe, with adherence to all the latest government guidelines on running safe trade exhibitions. All those involved want to put delegates minds at rest that every measure will be taken to ensure the event will be a safe environment for exhibitors and visitors. 

For more information regards Optrafair 2020, contact Mark Allen Group:

Contact: Darren Ward, Tel: 07747 897823

For more information regards 100% Optical 2021, contact the 100% Optical team on 0203 225 5200

Event Director: Nathan Garnett, Tel: 0203 225 5200  Ext: 509

Sales Manager: Celsa Vasquez: Tel: 0203 225 5200 Ext: 614

Senior Marketing Manager: Sema Tezel

Notes to editors

About 100% Optical:

100% Optical is the largest optical event in the UK, bringing together 9,115 professionals to learn, network and discover the latest products, technologies and solutions on an international stage.

100% Optical is the must-attend event for all businesses and professionals working in the Optical Industry.


Will Media 10 be responsible for anything to do with Optrafair 2020? 

No.  The new agreement between FMO and Media 10 relates to 2021 and beyond. MA Exhibitions, part of Mark Allen Group, hold the licence to run Optrafair 2020 and any queries in relation to Optrafair 2020 should be directed to them.  For any future queries, please contact Media 10.

Who do I contact in respect of refunds for Optrafair 2020?

You should contact the Mark Allen Group for the processing of any refunds in respect of Optrafair 2020.     Please contact Darren Ward at

Will Optrafair exist as a brand in 2021? 

Media 10 and the FMO are in discussions on how the Optrafair brand might be incorporated as part of 100% Optical. More details will follow. 

How will the FMO be involved in 100% Optical?

For the first time, the FMO will fully support the event. They will be involved with content creation and will have an exhibition stand at the event.

FMO members will also know that by attending 100% Optical, they are financially supporting their trade body, the FMO as well. 

What measures will be taken to make 100% Optical COVID secure?

Media 10 and ExCeL London are working with the AEO and Government on guidelines to running safe trade events. These measures will be very familiar to the optical sector, with social distancing signage, sanitation stations, one-way aisles, screens, and PPE all being incorporated into the event. There will also be a greater use of pre-booked meeting software to manage visitor numbers, and longer opening hours to ensure access is made to as many as possible. The exhibitor build-up and breakdown will also be subjected to new COVID secure guidelines. Media 10 can offer advice from contractors on suggestions for your stand designs to assist in making it easy to manage social distancing on your space.  More to follow shortly.