Moda Gent, the menswear section of Birmingham-based trade show Moda, will move to Pure London to join its menswear offer, Pure Man, for February 2019.
The move follows the sale of Pure London to Moda’s owner ITE Group in July, and is the first significant change under its new ownership.
Pure Man was launched in 2016 and now has its own entrance at the show. It exhibits more than 100 new and existing menswear brands, spanning classic to contemporary menswear, sportswear and accessories.
ITE Group said it wanted to present a stronger menswear offering in London, and the moving of Moda Gent continued Pure London’s long-term strategy to create a “unified ‘Festival of Fashion’, delivering collaborative solutions to meet buyers’ needs across all sectors”.
Adam Gough, head of menswear at Pure London, said: “With the menswear market projected to grow by 30% to £15bn by 2021, the relocation of Moda Gent will give buyers more choice and a platform to discover mid-to-high-end menswear brands, emerging designers, trend-led designs, back-to-basics essentials, accessories and footwear all under one roof.”
Moda Gent event director Silvia Collins said: “We’ve enjoyed huge success with menswear at Moda over the years, but, as the market changes, so do the demands of our brands.
“New business is at the top of everyone’s agenda at the moment and exhibitors have been asking us for an event in London for some time. As Pure Man is now part of the ITE portfolio, this is finally possible, with the show offering menswear brands access to a fresh audience of both domestic and international buyers.”
The next edition of Pure London will be held at Olympia London on 10-12 February.