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Buyers not deterred by delay to Pure

Tradeshow Pure got off to a “steady” start yesterday, with footfall suggesting buyers had not been put off by the show’s two week delay.

The show, which features womenswear, young fashion, footwear, accessories and for the first time this season lingerie, swimwear and kidswear, kicked off at London’s Olympia exhibition centre yesterday and runs until the end of tomorrow (August 19-21).

Pure’s shift in the trade show schedule - bumped from its usual slot at the start of August as a result of the Olympics - had been viewed by some in the industry as a dangerous move, following in the wake of several rival shows.

Buyers from womenswear indies including O’Keefe, The Dressing Room, Black White Denim and Boudoir Femme were all spotted in the halls at the show. Key multiples including Asos, John Lewis and Debenhams are also expected to attend the show today.

Brands exhibiting yesterday said footfall had been strong so far, with the general consensus that womenswear was busier than the upstairs footwear and accessories section.

Michael Lambourne sales director at womenswear and footwear brand Bourne, which had a stall in both sections, said: “Perhaps it takes people a while to work their way up here [into footwear] - but we have definitely been busier downstairs.”

Chris Dagless, of footwear and handbag distributor Venutti, added that while the show had been “steady” so far, he anticipated the bulk of action would take place today (Monday).

Sally Heath, head of buying multichannel for New Look, agreed.

“It’s good to come on Sunday to have a look and see what’s about, but I will be coming back with the team tomorrow and that will be our key day at the show,” she said.

“I’m looking forward to seeing the lingerie and swim area, as that is new for Pure this season and I am interested to see what they have done with it.”

For more from the show see Drapers online coverage.

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