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Fresh-faced Pure gets thumbs up on day two

Buyers and exhibitors praised a fresh-faced Pure on day two of the London trade show, but some questioned the position of the recently added menswear section. 


The event got off to a healthy start on Sunday February 14, and the positive mood carried over to the Monday, buoyed by a strong buyer turnout from UK independents and multiples. 

Exhibitors cited New Look, Arcadia and Urban Outfitters as being present at the Olympia venue as well as boutiques from across the UK and Ireland. 

Rohina Kumar, creative director of men’s and womenswear brand Brave Soul, said: “It’s been really busy today, we haven’t stopped and we’ve seen some really good accounts. Everyone seems to have put a lot of effort into their stands which has helped the look and feel of everything.”

Lee Randle, wholesale manager of London-based, vintage-inspired brand and retailer Pop Boutique, added: “It’s been a really good show so far, much better than in previous seasons. A new look seems to have helped the mood pick up. It’s not like everyone is walking around hating being here, which is what it has felt like at the shows lately.”

The addition of menswear for the first time remained a hot topic among attendees. While menswear exhibitors hailed their position at the entrance of the show on day one, onlookers on the womenswear side said they found the move confusing. 

“It’s a lovely idea but I do think it needs its own sectioned off area and not at the front as soon as you walk in because the majority of people coming here will be buying womenswear,” said Ryan Johnson, buyer at Kent-based men’s and womenswear independent Woods Designer Clothing. 

Lauren Ferguson, owner of Sisters Boutique in Falkirk, Scotland, agreed: “I think it’s a bit mad for a show that’s still predominantly womenswear to have menswear right at the front. And the mix of menswear brands and what they are next to is very confusing as well.”

Kevin Reynish, agent for womenswear brand Sunshine Soul, added: “Maybe because it’s new they are trying to show a bit of confidence in it but I think it is throwing people off when they come in and that’s the first thing they see.”

Pure ends today [February 16] at London Olympia.

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