"Historically a lot of shows like this would run out of London, however we wanted to engage with a wider audience and it was key for us to attract SMEs," said IRX managing director Mark Pigou.
"To do this we felt we needed a central UK location and The NEC Birmingham couldn’t have been a better choice."
Next year IRX intends to grow by 30% and will take place in a larger hall at the NEC from 21 – 22 March 2012.
IRX was created as an extension of the Internet Retailing Conference, which was previously held at Novotel Hammersmith.
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