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Panorama expands as B&B scales back

Berlin tradeshow Panorama has extended its exhibition space by 43,000 sq ft for the next edition in January.

It comes days after rival show Bread & Butter Berlin announced it would shrink from five halls to one in 2015.

Following the B&B changes, some brands have decided not to exhibit there and have instead been seeking alternatives, including Panorama.

Panorama confirmed it has been contacted by a number of former brands. To accommodate them, it has now added an ‘Urban Up’ area on the first floor at its Messe Berlin venue, above the existing nine halls.

Urban Up will house around 40 mostly Scandinavian and Dutch brands, including Hummel, Lindbergh, Goodyear, Humör, and Nümph - the majority former B&B exhibitors.

The show, which will take place at ExpoCenter City on the grounds of the Messe Berlin on January 19-21 - the same dates as B&B -  is now 403,500 sq ft in total.

“The demand by new exhibitors for exhibition space forced us to respond,” explained Panorama’s chief executive Jörg Wichmann.

“These collections are important for the market and relevant to the fashion in Berlin - we are glad to have found a solution.”

Wichmann said there may be room for further expansion in summer 2015, including new areas for denim and urbanwear, as well as an area for “progressive menswear”.

He added: “Right from the beginning it was our goal to establish a fashion tradeshow with a wide range of collections, which reflect the majority of the market. I invite all potential exhibitors to visit us in January 2015.”

A spokeswoman for B&B yesterday denied reports the show in January was cancelled, but an official statement has not yet been released.

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