100% Optical is the leading event in the UK’s optical sector, attracting over 10,000 visitors and 250 exhibitors annually. Launched in 2014, the event is organised in collaboration with the Association of Optometrists (AOP) and will next take place on 1–3 March 2025.

The addition of 100% Optical to CloserStill strengthens its healthcare portfolio, alongside other flagship events such as The London Vet Show, The Dentistry Show, and The Pharmacy Show, as well as healthcare-focused hosted buyer events run by OpenRoom and PNE (both part of the CloserStill Group).

Lee Newton, CEO at Media 10, commented on the acquisition:

"We never plan to sell any of our events, but sometimes there are offers that as a business we can't refuse. Our philosophy has always been to put on the best events, make them world-class and if they are valuable in the market then we will listen to offers. Optical is a fantastic event, a world-leading B2B trade show - it makes us all proud. We are delighted that a company with the pedigree of CloserStill are the new owners."

Matthew Butler, Group Managing Director at CloserStill Media, expressed his enthusiasm for the acquisition:

“We are delighted to welcome 100% Optical to the CloserStill healthcare portfolio. The team at Media 10 has done an outstanding job over the past decade, building a unique and highly regarded event for both delegates and exhibitors. We look forward to continuing the show’s legacy by collaborating with the AOP and other key partners to maintain its heritage while exploring new opportunities for growth and diversification.”