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Premium Group buys trade fair Show & Order

German trade show group Premium has bought fellow Berlin exhibition Show & Order for an undisclosed amount.

Show and order day two

Show & Order

Day two at Show & Order

Premium Group now owns four Berlin trade shows – namely Premium, Seek, Bright and Show & Order. Bright was acquired in July 2015.

Verena Malta, who founded Show & Order in 2011, will remain the face of the fair, which will continue to be hosted in its usual Kraftwerk location.

Malta said: “The fashion industry is transforming fast. We will only be successful in the long term if we keep moving, too. This is why I actively approached the Premium Group, because I am convinced that we can utilise synergies in order to be able to offer retailers a robust and improved trade show platform in the future, too. The aim is to occupy the pricing niche between Panorama and Premium and to present the collections in an intimate and charming setting.”

Premium said Show & Order will be “adapted and developed” to meet the new challenges the market poses. The existing womenswear and accessories portfolio will be expanded to include women’s footwear.

“We want to continue to strengthen the market and give retailers what is currently lacking – a curated platform that translates global trends into feminine looks,” said Anita Tillmann, managing partner at Premium Group.

“Many retailers are also looking for attractively priced yet individual brands. In a time when social media is prevalent, it is becoming ever more important to offer end consumers something new and exclusive to address the demand for individuality,” Tillmann added.

Premium, Seek, Bright and Show & Order will run simultaneously during Berlin Fashion Week in January.

 

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