Pure London has partnered with government body UK Trade & Investment (UKTI) to offer a range of incentives to encourage up-and-coming British brands to exhibit at its autumn 14 edition.
The womenswear exhibition is offering 16 ready-to-wear and eight footwear and accessories brands reduced rates to show at its next edition, which runs from February 9-11 at London Olympia.
Pure London, which declined to specify how much rates would be reduced by, said brands wishing to apply must be new to the show, and export must comprise less than 25% of total turnover.
Through the tie-up, Pure London and UKTI will offer support to British brands on how to prepare their businesses to succeed abroad. UKTI will also fund high-profile international buyers to attend.
Pure London portfolio director Julie Driscoll said: “We aim to increase the number of overseas buyers and support our UK exhibitors in making the most of their contact with this audience.”
Last February, international buyers accounted for 14% of the show’s attendees.
Designers and brands wishing to apply for a stand at Pure London through the initiative should email firstname.lastname@example.org.
Pure is part of Top Right Group, which also owns Drapers.