The young fashion sector came out firmly in support of Bread & Butter Berlin this week, as details emerged of a rival show, called The Brandery, which will launch in Barcelona this July.
The Brandery has been set up by Barcelona’s city council in an attempt to plug the massive hole in tourism spend which the Spanish city fears will open up following the departure of Bread & Butter, arguably Europe’s leading fashion trade fair, to Berlin from next season.
The Brandery will take place on July 7-9, just four days after Bread & Butter Berlin, targeting similar brands, and will be held at Fira de Barcelona, the venue Bread & Butter vacated after January’s event. However, British brands said they planned to stick to the “tried and tested” Bread & Butter, which takes place on July 1-3 at the disused Berlin Tempelhof Airport.
Julian Dunkerton, co-owner of young fashion brand Superdry, said: “I would never consider leaving Bread & Butter, it is a superior show organiser.”
British brands said the move to Berlin also gave them an opportunity to serve their northern European customers. Pan Philippou, chief executive of WDT, which owns the Firetrap, Fullcircle and Sonneti brands, said: “We probably won’t be attending the new show in Barcelona because our arrangements to attend the Berlin show are too far down the road.
“There’s also a great opportunity for us as a brand to exhibit in Germany because of its importance as a denim market. Not many Germans visited Barcelona, so we’re hoping to turn the move into an opportunity.”
Lifestyle brand Ben Sherman’s global marketing manager Carlos Singh added: “The Berlin move will give us a chance to tap into potential northern European customers.”
However, The Brandery could serve a useful purpose for smaller brands or those axed from Bread & Butter - organiser Karl-Heinz Müller has been shrinking the number of exhibitors to give larger brands more stand space.
In addition, the Barcelona location has been a favourite with some buyers. Martin Schneider, owner of Accent in Leeds, said: “I was disappointed when Bread & Butter moved back to Berlin. Barcelona was a great place to go. I wouldn’t do both shows though as we went to Bread & Butter mainly to check we hadn’t missed anything.”
Head to head: Barcelona v Berlin
Bread & Butter, Berlin
Location Tempelhof Airport, Platz der Luftbrücke 5, Berlin
Visitors Almost 80,000 last season
Cost to exhibit About 340 euros/ sq m (£313) - space only
The Brandery, Barcelona
Location Fira de Barcelona
Exhibitors About 250
Cost to exhibit 12 sq m to 40 sq m is 200 euros/sq m (£185) - space only