Grow your client base and expand your reach in the USA

The Department for Business and Trade (DBT) is delighted to announce a Digital, Immersive & Retail tech mission to New York City for the NRF Big Show 2027

UK retail, digital commerce, immersive tech businesses will have the opportunity to join DBT’s trade mission to New York City, from 9th to 12th January 2027 and showcase on the UK Pavilion at NRF’s Big Show

This mission is aimed at supporting UK companies in the retail tech space looking for growth opportunities to the USA selling to stockists and suppliers in the retail ecosystem (incuding but not limited to solution innovators, AI startups, digital and immersive tech providers).

The mission will provide a platform for you to showcase your brand and/or services to potential buyers, partners, enablers who are looking for new and innovative tech solutions in this industry.  Being part of the NRF Expo gets you in front of retail decision-makers from more than 100 countries, including C-suite executives, digital transformation directors and IT buyers. 

The NRF Big Show is one of the top retail tech shows in the USA and is also one of the most efficient ways to build a US pipeline in a single week, since the buyers are all in one place. The show had over 40k visitors in 2026 (including executives from Google, Meta, Amazon and Walmart) and brought together more than 5,000 brands from around the world for three days of learning and networking.
  

We have a limited number of spaces for UK companies.

To qualify, businesses must:
 

• Be registered on Companies House 

• Be past MVP/early beta 

• Be exporting to at least one market

• Have a minimum £2m revenue

• Be able to demonstrate product-market fit for the US

The Department will support approved British companies with a programme including:
 

• Pre-mission briefing

• Your own branded pod on the UK Pavilion 

• Exhibitor tickets and access to NRF including use of the UK Pavilion

• Your company featured in the NRF exhibition brochure and DBT trade mission brochure 

• Attendance at an exclusive VIP networking reception with C-suite executives from leading US brands and retailers

Mission Fee

The commitment fee to participate is £6,000 + VAT
(Please note that tickets alone for this show for non-members and non-retailers are $3,700 per person. For the above commitment fee you will recieve two tickets per company plus a branded pod and the extra activity included as stated above.)
 
Payment 
Payment is due in full within one month of your application being accepted in writing, and no later than 31th October 2026. 

Your additional costs will include: Travel, visa, accommodation and subsistence to be covered by delegates, as well as any sample or equipment costs, including shipping.

Applications submitted are 'Expressions of Interest' at this time and subject to due diligence and sift by us.

Spaces are limited and by invitation only.

DBT reserves the right to change the programme and offer depending on recruitment and final selection. DBT will keep successful applicants informed as to changes where necessary.

Companies will have the right to withdraw, but not after the commitment fee has been paid. No refunds will be available.

Successful applicants will be required to pay the commitment fee to participate by 31st October 2026.

Online pre mission briefings will take place in the run up to the mission, attendance is mandatory.

For further details please contact richard.hall@businessandtrade.gov.uk

How to apply

Applications close on Wednesday 30th September at 5pm.
Invitations to attend will be sent out w/c 5th October.

Use the register button below to apply.