Organisers of the UK’s largest optical event, 100% Optical, have revealed the first wave of top brands who’ll be exhibiting at Europe’s fastest growing optical event when it returns in March.
100% Optical London
27/02/2027 @ 09:15 - 01/03/2027 @ 17:30
100% Optical 2027
February 27 - March 1, 2027
Excel London, United Kingdom
Where Eyewear Meets Eyecare
100% Optical London 2027 returns to ExCeL London from 27 February to 1 March 2027, bringing the British optical community together for three days of eyewear, eyecare, education and professional networking.
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Exhibitors
Visitors
Recognised as the United Kingdom’s largest annual optical event, 100% Optical connects optometrists, dispensing opticians, practice owners, buyers, students and other industry professionals with the companies shaping the future of optics.
The exhibition combines commercial discovery with professional development. Visitors can explore new eyewear collections, lenses, contact lenses, diagnostic technology, practice equipment and business solutions while earning CPD points through an extensive educational programme.
Organised by CloserStill Media in partnership with the Association of Optometrists, the event is expected to welcome more than 11,000 optical professionals and over 250 exhibitors. Across the exhibition floor, visitors can discover products and services representing more than 5,000 brands. The organisers are also promoting more than 120 hours of CPD-certified education for the 2027 edition.
Event details
| Event | 100% Optical London 2027 |
| Date | 27 February–1 March 2027 |
| Venue | ExCeL London, Hall N9 |
| Location | London, United Kingdom |
| Focus | Eyewear, eyecare, contact lenses, optical technology, equipment, business development and CPD education |
| Visitor profile | Optometrists, dispensing opticians, optical retailers, practice owners, buyers, students, ophthalmic professionals and industry suppliers |
| Access | Free for eligible optical and ophthalmic professionals, subject to registration and verification |
Discover the Latest Eyewear and Optical Innovation
The exhibition floor at 100% Optical London 2027 will offer a broad overview of the modern optical market. Established suppliers, independent eyewear designers, lens manufacturers, technology companies and emerging businesses will present their latest launches and professional solutions.
For eyewear buyers, the show provides an opportunity to view new optical and sunglass collections ahead of the coming retail seasons. Visitors can compare shapes, colours, materials and construction techniques while meeting the people behind the brands.
Independent design will once again have a dedicated presence through the 100% Studio. This area focuses on fashion-led eyewear, creative frame design and forward-thinking independent labels. It gives opticians and boutique retailers a more concentrated environment in which to discover collections with a distinctive identity.
Beyond frames, exhibitors will present developments in ophthalmic lenses, contact lenses, dry-eye products, diagnostic equipment, dispensing technology, practice management software and retail solutions. This combination makes the show relevant to both the clinical and commercial sides of an optical practice.
CPD Education with the Association of Optometrists
Education remains one of the defining elements of 100% Optical. The CPD programme is developed in partnership with the Association of Optometrists and is designed to help optical professionals expand their knowledge while meeting their continuing professional development requirements.
The organisers are promoting more than 120 hours of CPD-certified seminars for 2027. Sessions are expected to cover clinical developments, patient care, contact lenses, myopia management, dispensing, practice growth and the wider challenges facing the optical profession.
Alongside formal seminars, the programme traditionally includes workshops, interactive discussions and presentations from experts working across optometry, ophthalmology, research and optical retail.
This educational content gives visitors a practical reason to spend more than one day at the show. A visit can combine product sourcing and supplier meetings with professional learning that can be applied directly within the practice.
The 100% Catwalk
Eyewear takes centre stage during the daily 100% Catwalk presentations. Held several times each day, the catwalk brings selected frames from participating exhibitors to life through styling, movement and fashion.
The presentations provide a visual overview of the colours, silhouettes and design directions appearing across the exhibition floor. For buyers, they can also serve as inspiration when selecting new collections or considering how frames might be presented to customers.
Rather than seeing eyewear only on a display stand, visitors can view the frames as part of complete looks, helping them understand the personality and commercial potential of each design.
Networking Across the UK Optical Industry
100% Optical London is an important annual meeting point for the British optical profession. Its broad visitor profile creates opportunities to reconnect with existing suppliers, discover new partners and exchange ideas with colleagues from across the United Kingdom and overseas.
Practice owners can discuss business development, technology and future investments directly with suppliers. Buyers can schedule collection appointments, while students and younger professionals can build connections across the industry.
Networking continues beyond the formal exhibition programme, with social activities and a party scheduled after the opening day. The relaxed atmosphere helps turn a busy trade-show visit into a wider industry gathering.
Visiting 100% Optical London 2027
The show takes place in Hall N9 at ExCeL London, located at Royal Victoria Dock in East London. The venue is accessible by the Elizabeth line and the Docklands Light Railway and has two on-site DLR stations.
ExCeL London also offers restaurants, hotels and parking facilities within the venue complex, making it practical for both day visitors and international guests.
The confirmed visitor opening hours are:
Saturday, 27 February 2027: 09:15–17:30 (plus after-party)
Sunday, 28 February 2027: 09:15–17:30
Monday, 1 March 2027: 09:15–16:30
Registration for the 2027 event is scheduled to open in autumn 2026. Attendance is free for eligible optical and ophthalmic professionals working in optical practices, private healthcare, the NHS or academic settings, as well as students studying relevant subjects. Registrations are vetted by the organiser.
Why Visit 100% Optical London 2027?
100% Optical London 2027 offers a complete view of the UK optical market under one roof. Visitors can discover new eyewear, investigate clinical and retail technology, earn CPD points and meet the professionals influencing the future of the industry.
Its mix of fashion, business and education makes the event particularly valuable for optical practices that want to remain commercially competitive while continuing to improve patient care.
From independent frame collections and lens innovation to clinical education and professional networking, 100% Optical once again places eyewear and eyecare side by side at ExCeL London.
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