Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Former Bread & Butter brands find new showgrounds in Berlin

UK buyers were sparse at Berlin's Premium and the new BBB at Kraftwerk shows, as last-minute jitters among some brands led to part of Premium's exhibition failing to get off the ground.

Hangar 2, the newly conceived second wing of Premium, was due to take place at the same time as the main show to accommodate 42 brands, including G-Star, Replay and Diesel, which had all showed at the old Bread & Butter Berlin event.

However, it was cancelled at short notice, following discussions with the brands, some of which were unsure about taking part.

Organiser Anita Bachelin said: "At the last minute, many brands grew insecure and asked to be accommodated within the main show. We have restricted space, so some agreed to take smaller stands within Premium, while others bowed out altogether."

Of the 15,647 visitors at Premium, only 4% came from the UK and Republic of Ireland.

Terry Fraser, director of denim brand Blood & Glitter, said: "The show has been good for us, especially with Japanese buyers. There is no one here from the UK, but we expected that. Premium has always been a slick, well-organised show, but the numbers aren't what you'd hope, particularly from the huge German market."

Other ex-Bread & Butter brands found a new home at BBB at Kraftwerk, organised by Bread & Butter boss Karl-Heinz Muller. Located in a dilapidated warehouse, the show housed 35 exhibitors, including Onitsuka Tiger, Aem'Kei, Red Wing, Drykorn and Mavi, as well as Levi's, which presented its range as a live photoshoot.

Erich Schonauer, the German agent for Nudie Jeans, said: "We haven't seen any UK buyers, but we didn't expect to because they all went to Barcelona. The show has been excellent from a domestic point of view."

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.