SHE (Storage & Handling Equipment Ltd)
Manufacturing / Retail
Brand Strategy, Stand Design, Merchandise
- Exhibition Visitors: 80,000+
- Countries Represented: 50+
- Creative Deliverables: 5
The Challenge
SHE had built a strong reputation over 25 years as a trusted supplier of shopping trolleys, baskets, and handling equipment to major UK retailers, including Asda, Tesco, Morrisons, and B&M. But with the launch of DigitalSHE, their new smart asset management platform, they needed to reposition themselves on the global stage. EuroShop 2026 in Düsseldorf, the world's largest retail trade fair with over 80,000 visitors from 50+ countries, was the moment to do it. SHE needed a creative partner who could translate their engineering expertise and digital innovation into a high-impact brand experience that would stand out among 1,800+ exhibitors.
Our Approach
Maitland delivered a complete creative package spanning brand strategy, exhibition stand design, branded merchandise, and DigitalSHE collateral, which were all unified under a single visual identity. We designed a large format trade show stand featuring prominent SHE branding, the tagline "Storage & Handling Solutions," interactive digital screens with QR codes linking to the DigitalSHE ecosystem, and product display plinths showcasing the trolley range. The design balanced bold, modern aesthetics with a warm, approachable feel with green carpeting, curved furniture, bar height seating, and a welcoming reception counter to encourage visitors to stay and engage. Alongside the stand, we created a suite of branded merchandise to extend SHE's presence beyond the exhibition floor: natural cotton tote bags, reusable coffee cups with green silicone lids, and a branded notebook in deep green carrying the strapline "Hardware you trust. Data you can depend on." Every item reinforced the dual identity of the brand with trusted physical products paired with intelligent digital solutions. The DigitalSHE sub brand was woven throughout every touchpoint, from the overhead signage to the giveaways, ensuring it landed as an integral part of SHE's proposition rather than a bolt on.
The Results
EuroShop 2026 marked a milestone moment for SHE, presenting their brand on the world's biggest retail stage with a cohesive, professional, and memorable presence. The stand attracted strong footfall throughout the five day event, the branded merchandise proved a popular draw extending visibility across the exhibition halls, and the DigitalSHE platform was positioned front and centre for an international audience.
Working with Caitlin and the team at Maitland on our EuroShop stand was a truly collaborative experience. As a business rooted in engineering and innovation, we needed a partner who could translate our technical expertise into a high impact brand experience. Maitland was incredibly organised, creative, and supportive throughout the entire process. They didn't just design a stand; they brought our ideas to life while ensuring every detail worked practically for a busy international exhibition. Their ability to balance bold creativity with logistical precision made them the perfect partner for such a milestone project. — Rebecca Ward, Head of Business Development, SHE Ltd