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Brands flock to Indx as Moda axes lingerie area

Solihull trade show Indx has benefited from a surge of new lingerie and swimwear exhibitors, after rival Birmingham show Moda axed its standalone lingerie and swimwear area. 

Indx, which will run concurrently with Moda for the first time this season from 6-8 August, has signed up 50 lingerie and swimwear brands that previously exhibited at Moda for its upcoming spring 18 edition.

Indx traditionally ran over two days mid-week, but has extended the spring 18 edition to three days and will take place on a Sunday for the first time to accommodate independent buyers. 

The overall number of lingerie and swimwear exhibitors signing up to the Indx fair, located at Cranmore Park Exhibition Centre in Solihull, has grown to more than 150, from around 75.

New brands among the cohort include Bluebella, DKNY, Spanx and Dita von Teese.

Indx accessories and lingerie buyer and selector Amanda Partridge said: “When we heard the news that Moda was cancelling its lingerie and swimwear show, we saw it as a huge opportunity. We have received an unprecedented number of registrations and we are expecting an increase in footfall from buyers from the UK and Ireland. We are looking forward to welcoming a significant number of first-time visitors alongside our regular attendees.”

Although traditional lingerie brands will no longer be included in Moda’s line-up, around 15 exhibitors at the show are expected to have lingerie on their stands.

Moda, which takes place at the NEC, previously hosted more than 130 lingerie brands.

Some independent retailers said they were concerned that they would have to split their time between the shows, which are located around 12 miles from each other.

“The biggest concern is now there’s only one main show for us, so there is a risk that it’ll reduce the diversity of what we’ll see,” said Michele Poynter, founder of lingerie independent Mish. “It also means that we’ll have to make two trips, as we’ll go to Moda for accessories and clothing for our displays, but we will make it work.”

The owner of an online swimwear and lingerie boutique agreed, adding that it is “slightly awkward” having to travel between both shows over three days.

Emily Bendell, chief executive of lingerie brand Bluebella, which is showing at Indx for the first time this season, said she was disappointed that Moda had scrapped its lingerie and swimwear sections, and added: “Obviously the industry and the economy are evolving fairly rapidly at present so you will get decisions like this.”

She added that the brand was focusing on attracting new stockists in the Midlands and the north.

In March, Moda announced it was replacing its standalone lingerie and swimwear show with a new athleisure area.

The lingerie area had run as a separate event since February 2016.

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