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Exhibitors grow restless over B&B revamp plans

Young fashion brands are reviewing their presence at streetwear trade show Bread & Butter amid confusion over its new format.

Last week Karl-Heinz Müller, president of the Berlin show, released a letter revealing plans to drop “a number of existing, long-term exhibitors”, as part of a major overhaul.

While the young fashion sector initially applauded the shake-up, brands have now been left confused about the future.

One manager said: “We still haven’t heard anything about how the areas have been split up and we don’t really want to be in the same section as last time.”

Another agreed there had been a lack of clarity over the show’s future direction, adding that brands may start to pull out to save face.

“It is better for people to say they are not doing it rather than get thrown out,” he said. “I wouldn’t want to be told we weren’t wanted any more. It’s shoddy, particularly as people have been very supportive of B&B for years.”

Myriam Ben Yedder, brand and retail director at Firetrap, said the team was “reviewing all of our trade shows”, adding: “We are still in discussions, so no final decision has been made.”

Tommy Hilfiger is also understood to be pulling out, although a spokesman for the brand declined to comment.

SuperGroup chief executive Julian Dunkerton said young fashion brand Superdry would be showing at B&B next season.

However, Dunkerton shared others’ confusion over Müller’s plans. “Is he shrinking it? It’s hard to understand what is actually happening.”

B&B had not responded to requests for an interview by the time Drapers went to press.

Readers' comments (1)

  • I'm not surprised B&B have declined an interview because they clearly don't know what they are doing. If, as I hope, most brands declare that they are pulling out instead of being thrown out , Muller will have to go in damage limitation mode to prevent having a show with no exhibitors. What a joke.

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