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Bread & Butter to axe exhibitors

Berlin-based trade show Bread & Butter is planning to axe exhibitors for next season’s edition as part of a major overhaul of the show.

In a letter released today, B&B president Karl-Heinz Müller said while he was committed to the location, he was planning to drop “a number of existing, long-term exhibitors” .

Future exhibitors would be selected “even more carefully in the future”, he added.

Müller is planning to take the show back to its roots as a “tradeshow for selected brands”, he added. Over the next few days, show organisers will inform those brands that are being dropped.

“As of now, we will only accept brands and labels enjoying the necessary acceptance in the community, ” Müller wrote. “This applies to bigger brands, but also to smaller labels.”

The show, which will take place from January 15 to 17 next year, is being repositioned more generally, with hall concepts being restructured and new design areas created.

“The neighbourhoods will massively change,” Müller said. “I think this meets the demands of all parties involved.”

But he dismissed speculation about the location of the show being changed or sold, saying he was “very proud” of the company and selling was “beyond any question”.

For spring 13’s edition, which was held from July 4 to 6, UK attendance fell by 15% as footfall fell by almost 5%, with key brands such as Bench, Diesel and Replay shunning the show.

Organisers at B&B put the fall in attendance down to the tough economic situation.

In July it was announced the show would change the dates for its next edition running from Tuesday to Thursday instead of the usual Wednesday to Friday.

Readers' comments (8)

  • I bet he doesn't drop brands if the perceived "required" brands choose not to show. And what happened to the good old days when trade shows were just that, trade shows, open to all levels of supplier and all levels of buyer? If buyers from Primark, H&M or Zara turn up will Muller refuse them entry because he doesn't perceve them to be of the right profile? He's got his head where the sun doesn't shine.

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  • I agree with anonymous - I have a nightmare getting a pass for this show everytime they update the database. They give me no warning that I may not be sent a pass then I have to jump through several hoops in order to get reverified.
    It meant that this year I had to wait to book just four days before meaning my flight was very expensive.
    A friend of mine says he feels like he is being interviewed in order to be permitted to attend.
    If people are treated with contempt like this, is there any wonder, when our budgets are being squeezed that we decide to give it a miss?

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  • What a load of bull from Muller. Talk about insulting people's intelligence. The show is dying as more brands realise that they don't need to be there and can duly save much money in the process. The brands are dropping the show Muller, NOT the other way around.

    One of the most arrogant and blinkered press releases ever. Muller will only speed up B&B's decline as a result.

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  • I am looking to write a follow up piece for this week's issue so if anyone would like to get in touch then please email me on


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  • I agree that this miss guided press release from Mr Muller is completely deluded, and smacks of desperation. This show has been on a downwards slope for a few seasons now and lost it's cool factor a long time ago, and this arrogant narrow view from its founder confirms that B&B is completely out of touch!

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  • It's like anything.
    Back in the day in Cologne the show was super small and super cool. Stands packed up at the end of the last day to make way for the party! And how those rocked!

    For example Superdry (who I admire) have grown as fast as Bread & Butter in terms of being small 7/8 years ago to huge and much criticised in a short space of time.

    Once you grow it's tough to please everyone.

    Brands without strong ethos get commercial and dye out.
    Bread and Butter is a brand. Fortunately for them we are in much tougher times so they don't have much competition.
    I'll still go in Jan.
    Is Henleys still around?

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  • I am guessing these people on here that are moaning about he so called arrogance of Mr Muller are the same people who, lets say, up to a few years back where saying what a great and important show BBB is to the industry? Or are they the high street monsters that only go to the show to copy what other brands are doing? That may explain all this aganst towards the show and Mr Muller when they can't get in...?
    The same retailers that follow each other from show to show, then spend most nights getting stupidly drunk till the early hours, then moan their is northing new at shows and everybody looks the same?
    If you don't like BBB, fine don't go, it's that simple!

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  • This is a note to the person about who says that high street monsters only go to the show to copy. Even the premium brands copy. There was one premium brand at this years bread and butter who had directly ripped of the Japanese brand Kapitol and Isabelle Marant. No so perfect.

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