Media 10 today announced the sale of 100% Optical to CloserStill Media. The deal is the second time that the privately-owned organiser has divested a large-scale trade show, following the acquisition of Design Shanghai by Clarion in 2019.
100% Optical launched in 2014, quickly becoming the leading event in its sector in the UK, drawing in over 10,000 visitors annually and occupying almost 20,000 square metres at Excel, taking place from 1-3 March, 2025.
The sale is another major coup for Media 10, who remain one of the few large independent organisers in the UK and have demonstrated that they are specialists in launching, growing and selling large events across multiple verticals.
“We never plan to sell any of our events, but sometimes there are offers that as a business we can’t refuse. Our philosophy has always been to put on the best events, make them world-class and if they are valuable in the market, then we will listen to offers. Optical is a fantastic event, a world-leading B2B trade show – it makes us all proud. We are delighted that a company with the pedigree of CloserStill are the new owners”.
When asked what was next for Media 10, Newton continued:
“We will always look for new opportunities and have a few projects bubbling right now and have a great team here to make all our events market leaders. Being independent means we can be nimble and work at speed – which has always been our ethos. The results of the sale of 2 trade shows in the past 4 years has been phenomenal and testimony to all the hard work that the teams put in, many of whom get to share in the rewards. We are always on the lookout for good people with good ideas…if you’ve got one our door is always open, and the kettle is always on!”
Matthew Butler, Group Managing Director at CloserStill Media, expressed his enthusiasm for the acquisition,:
“We are delighted to welcome 100% Optical to the CloserStill healthcare portfolio. The team at Media 10 has done an outstanding job over the past decade, building a unique and highly regarded event for both delegates and exhibitors. We look forward to continuing the show’s legacy by collaborating with the AOP and other key partners to maintain its heritage, while exploring new opportunities for growth and diversification.”
100% Optical 2026
February 28 - March 2, 2026
Excel London, United Kingdom
100% Optical is the UK’s largest optical trade show, uniting eyewear, lenses, technology, and education under one roof. Explore 250+ exhibitors and 5,000+ brands, meet 11,000+ peers, and earn CPD points through the AOP-curated programme. If you work in optics, this is your must-attend show at ExCeL London.
Square meters
Exhibitors
Visitors
Since launching in 2014, 100% Optical has quickly established itself as the largest optical event in the UK, attracting 10,657 UK and international visitors with more than 250 exhibitors. Organised in partnership with the Association of Optometrists (AOP), the annual show provides a platform for professionals to:
Be part of Europe's fastest growing optical event for the international community. If you are part of the optical industry, this is a must-attend event for you to grow your professional network and business in the UK and international market. Bookings for 100% Optical 2026 are filling up fast and spaces are limited.
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