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Brands keen on London Edge in Berlin

Alternative trade show London Edge will take to continental Europe for the first time next season to launch an edition in Berlin.

The event will take place on July 9-10 – coinciding with Bread & Butter Berlin, which runs from July 8-12 – at the Adagio venue in central Berlin.

London Edge director Carole Hunter said: “There are so many fashion and brand opportunities during Berlin Fashion Week it was essential we took advantage of this influx into Berlin.

“The reaction to this opportunity has been fantastic – we are currently oversubscribed by double.”

The plan follows a strong edition this week at London Olympia, with many of the 250 exhibitors praising the event despite the cancellation of sister show The Ledge.

Jay Bansel, owner of womenswear brand One Direction Clothing, said he had seen buyers from Germany, the Netherlands, Spain and France. “Sunday was busy and Monday a bit slower but we don’t expect our orders to be affected,” he added.

Noemi Boldizsar, manager of womenswear brand Miss Candyfloss, which has exhibited at London Edge for the past eight years, said: “Dresses are our mainstay and they’ve been flying off the stand.”

Chris Anderson, international sales manager at alternative brand Iron Fist, which was showing for the second time at London Edge, agreed it had been busy: “It’s still early days for the collection but the feedback from buyers has been brilliant. We’ve had a lot of visitors from across Europe – it’s a great way to raise brand awareness.”

However, John Alston, managing director of womenswear brand Collectif, which has shown at London Edge since the show’s inception in 2000, said it was subdued without The Ledge, which was cancelled owing to clashes with similar events.

“Sunday was a really good day for us but footfall on Monday has dropped off earlier than usual. It feels more like a Tuesday, which is always dead. We have seen many of our key accounts – the quality buyer is there,” he said.

“The Ledge not being here has definitely had a psychological effect – we’re not down on orders but the show has lost some of its buzz and atmosphere.”

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