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Bread & Butter to return to Barcelona?

Bread & Butter looks to be heading back to Barcelona next season. The show’s founder, Karl-Heinz Müller, is due to make an announcement tonight (Tuesday) which “will shake things up a little bit in the show scene”, Drapers understands.

It is not known if the event will move in its entirety to Spain or will maintain a presence in Germany. This season Berlin hosts no fewer than 19 fashion trade events and Müller is known to resent that most, in his view, have ridden on the back of Bread & Butter’s 13 years of success.

One suggestion this morning is that Bread & Butter in January will be held in Barcelona, to avoid the adverse weather in Berlin, and the July show will remain in Berlin.

If he does run shows in Barcelona and Berlin in the same season, it will repeat his strategy of 2005-07, when versions of the fair were held in both cities. Founded as an alternative to the staid Inter-Jeans fair in Cologne in July 2001, Bread & Butter relocated to Berlin in January 2003 and is widely accepted to have made the German capital a fashion destination.

From July 2005 to January 2007, both Berlin and Barcelona staged an edition (although the Spanish one was always much bigger), but then Barcelona ran alone until Müller returned to Berlin in July 2009.    

Since its 10th anniversary in the summer of 2011, the show has suffered a decline, with many major brands leaving. This season – which got off to a quiet start this morning (Tuesday) – the event at Tempelhof Airport had about 600 exhibitors; at its height in Barcelona it had almost 1,000.

Although the details of the rumoured move will not be confirmed until tonight – Müller is due to make a statement just before the Brazil v Germany World Cup semi-final is shown on big screens at Tempelhof – there was a cautious welcome for the idea of a change.

“We would probably give it a go if it moves back to Barcelona, but it won’t ever get back what it’s lost. But we would support Karl-Heinz as this show has been great for us, “ said one regular British exhibitor.

Smaller shows Seek and Capsule both got off to busy starts, with queues forming from mid-morning. A number of brands including Boy London told Drapers that they had started writing orders from existing customers already. Buyers from France, Japan and the UK were spotted at the Boy London stand. Farah said they were expecting the bulk of visitors to arrive at Seek tomorrow, after visiting Bread & Butter today.


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