The Game Fair – countryside retail therapy

We take look at the opportunities for a spot of shopping at The Game Fair 2026, whether you’re looking for new shooting kit, technical clothing or just something that catches your eye…

For many shooters, July marks a shift in mindset. The past season has been wrapped up, kit has been cleaned and stored, and thoughts quietly turn to what needs upgrading before the next begins. And when it comes to shopping for shooting gear and country lifestyle essentials, there’s only one event that truly brings it all together in one place: The Game Fair.

The Game Fair is the definitive shopping destination for those serious about their sport and their style. Whether you’re replacing worn boots, investing in a new tweed suit or making a significant upgrade ahead of the coming season, there is nowhere quite like it.

Footwear that's built to work

Explore leading names in country and technical footwear, from the dependable craftsmanship of Le Chameau and Aigle to performance-driven designs from Härkila, Ariat and Beretta.

Brands such as Fortis, Dedito and Brandecosse further add to the choice, offering everything from rugged stalking boots to insulated wellingtons built for unforgiving conditions.

It’s the ideal opportunity to replace boots that have seen one winter too many or invest in something built to last several seasons.

From peg to pavilion

Few events strike the balance between working kit and refined country style quite like The Game Fair.

On one stand, you’ll find high-performance waterproofs and technical smocks from brands such as Stoney Creek, Swazi, Swandri, Deerhunter and Twelvebore Fieldsports Clothing – garments designed for serious days in serious weather. Nearby, heritage names including Schoffel and Barbour showcase fieldwear that combines durability with timeless country styling.

For those drawn to classic tailoring, specialist tweed houses such as Alan Paine, Crow & Jester, Massy-Birch, Ratcatcher and Charles Gale offer beautifully cut suits, breeks and waistcoats that feel equally at home on the peg or for summer drinks in the sunshine.

Gunmakers' Row: When it's time for a serious upgrade

Gunmakers’ Row remains one of the defining features of The Game Fair – a place where craftsmanship, heritage and performance sit side by side.

Featuring names such as Boss & Co, Sportarm, Westley Richards, Manor & Co, Oxford Gun Company, Viking Arms, Rizzini, Elderkin & Son and E.J. Churchill just to name a few. The Row offers an unrivalled opportunity to compare some of the finest shotguns in the world in one setting.

Alongside the guns themselves, cartridge manufacturers are on hand to discuss load options, performance and sustainability, while accessory makers showcase everything from premium leather cartridge bags and gun slips to practical field essentials.

For those contemplating a meaningful upgrade ahead of the coming season, there is no better environment in which to do it.

Lifestyle beyond the field

Beyond the purely functional, The Game Fair also brings together some of the most recognisable names in country lifestyle fashion.

Brands such as Holland Cooper, Fairfax & Favor, Joules, Clare Haggas, Welligogs, Cotswold Fox Clothing and Hicks & Hides reflect the evolution of modern rural style – where quality, tailoring and personality sit comfortably alongside tradition.

From relaxed summer pieces to statement country staples, it’s a reminder that country style carries well beyond the shoot day itself.

Complimentary entry for BASC members

The Game Fair offers something considered. For BASC members and the wider shooting community, the show remains the place to invest wisely, upgrade confidently and prepare properly.

Remember, as a BASC member, you can claim complimentary single day or three-day entry to The Game Fair. Simply use your membership code in the promotional box here.

Not yet a member of BASC? Join us here today and secure your entry to this year’s Game Fair, among the many benefits of membership.