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Pure to launch new show

Womenswear trade show Pure London is to invest £1m in a separate spin-off event dedicated to young fashion that will run alongside next February’s show.

Pure London will take over the exhibition space at Earl’s Court in London to host the event, which will be built around exhibitors within its existing young fashion sections, Spirit and Label. Contemporary and premium womenswear collections, which are part of the core Pure event, will continue to show at Olympia. Both shows will trade under the Pure London banner and will take place concurrently on February 13-15. A shuttle bus service will ferry buyers between the two shows every seven minutes.

The young fashion event will run under the Pure Spirit name.

Pure London, which showcased 941 brands and had record attendance at its spring 11 event held this week (see below), said its Spirit and Label sections had outgrown the space available at Olympia.

Managing director Steve Newbold said Pure London was aiming for a 20% to 25% increase in visitor numbers next season. He said exhibitor numbers would rise by a similar amount and more than 1,100 brands would be represented across both shows. About 150 existing Pure brands have expressed interest in the new show.

The Earl’s Court venue will be used to lure more young fashion lifestyle brands. Newbold said the show would also be opened up to “selected” menswear brands.

Contemporary womenswear at the Olympia event will be re-edited and Pure Premium, a new section for top-end labels such as Betty Jackson Two, which made its expanded debut this August, will be brought into the main Olympia hall.

Eveningwear, classic fashion and the directional areas will also be expanded, while lingerie will be introduced as a new category.

Market reaction to the launch was generally positive. Yolanda Dickinson, brand manager at Carling, which has a stand that borders Spirit and Pure, said: “It could be a natural split and would hopefully give both shows a higher profile.”

Danny Saul, managing director of Frank Saul of London, which showed eveningwear brand Mascara at Pure London, added: “The serious buyers walk the whole show now and they will make the effort to go to both sites.”

But Joseph Szopa, sales manager for Only, which has a stand straddling the Spirit and Pure sections, warned: “The main show works really well for us, as we have both young fashion and contemporary stockists. The only way we could get that coverage is if we show on the shuttle bus.”

Separately, Pure London has joined forces with French trade shows Who’s Next and Première Classe to host a buying event in Dubai aimed at Middle East retailers. Pure Selection will host a mix of brands from the Pure London event and will form part of the Middle East Fashion Days show on October 19-21. Trade body UK Fashion Exports will provide grants to selected brands taking part.

Brands who have expressed an interest in the new Pure show include:

A & A London Ltd
Agfg Ltd
Amber Dudes Ltd
And Mary
Azul By Palme
Bizz Hectic, S.l.
Blue Magic Denim Ltd
Blush
Broadcast Session Ltd
Chique Clothes
Chocolate Martini
Chuti
Clothing Technology Services Ltd
Coline Diffusion Sa
Criminal Damage
Cushh
Desigual (abasic S.l)
Desire Fashion Limited
Etra Design House Ltd
Eucalyptus Clothing Ltd
Fashion Finder Le Monde Ltd
Fashion Shaz Sp. Z.o.o
Fornari Spa
Freddy
Gia London
Guru’s Of Fashion Ltd
Indulgence Fashions London Ltd
Innerspace Gb Ltd
Isy And Peeps
Jackson Distribution
Jam
Jarlo
Jolaby Ltd
Jones + Jones London Ltd
Jovonna
Kacoo Fashion Ltd
Kelly Oh
Lamis Design Ltd
Les Trois Enfants Ltd
Meem Fashion Ltd
Moist Clothing
Pepe Jeans London Ltd
Pink Soda Limited T/a Pink Soda
Pixie Knitwear
Plain Lazy Ltd
Prabha Arts
Rainwave
Rebel Fashion
Reema Ltd
Reverse Clothing
Risk! Fashion Fusion Limited
Road Clothing Ltd
Santika Clothing
Sasperilla Ltd
Shikha London Ltd
Signature X Ltd
Silver Stop (london) Ltd
Soo Lee Ltd
Starsmade Sa
Tintin Fashion Ltd
Tofu Fashion Ltd
Tranquillo Gmbh
Tripp Nyc
Vacant Designs Ltd
Vijay Fashions Ltd

Readers' comments (1)

  • Martin Ailion

    Personally, I'd rather it all be kept under one roof. No matter the efficiency of the proposed shuttle service, walking from one hall to the next is a much easier task for the buyer.

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