Major Trade Show
100% Optical
London, United Kingdom
100% Optical is billed as the UK's largest optical event, run at ExCeL London each year under the Association of Optometrists.
Free entry for verified optical professionals; non-qualifying commercial visitors pay a fee.
Scale and Access
100% Optical is billed as the UK's largest optical event, and its scale shows in the exhibitor count — 250+ brands in recent years, at ExCeL London under the Association of Optometrists. It also runs alongside 100% Ophthalmology, so attendees moving through the venue have both optical and ophthalmology-focused programming in the same window.
Entry is free for verified optical professionals, which includes independent practice owners. Non-qualifying commercial visitors — suppliers, consultants, media — pay a registration fee, roughly £99-199+VAT depending on when they register.
Who It's Best For
The free-for-professionals model changes the cost calculus for an independent practice owner: the entry fee isn't the barrier, travel and time away from the practice are. That makes it a natural stop for a practice already sourcing internationally, or considering it — a way to see UK and European brands that may not have a booth presence at North American shows.
Upcoming Editions
Frequently Asked Questions
Can I attend 100% Optical as an independent practice owner?
Yes, free entry for verified optical/ophthalmic professionals, including independent practice owners. Non-qualifying commercial delegates pay a fee (roughly £99-199+VAT depending on when you register).
Where is 100% Optical held?
ExCeL London, each year in late February/early March. It runs alongside 100% Ophthalmology.
How many brands exhibit at 100% Optical?
Around 250+ exhibiting brands in recent years. Contact the organizers directly through 100percentoptical.com for exhibitor pricing.
What's the difference between attending as a verified professional versus a commercial visitor at 100% Optical?
Verified optical professionals, including independent practice owners, get free entry. Non-qualifying commercial visitors — suppliers, consultants, media — pay a registration fee, roughly £99-199+VAT depending on when they register.
Does 100% Optical include anything beyond the optical trade floor?
Yes — it runs alongside 100% Ophthalmology, so attendees have access to ophthalmology-focused programming during the same event window, not just the optical exhibit hall.
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