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Pure enjoys strong second day

The positive mood carried through to the second day of Pure on February 9, despite brands and buyers agreeing the venue began to empty earlier than expected.

On the opening Sunday attendees hailed the womenswear show, held at London’s Olympia, as being busier than recent seasons.

However, many reported on Monday that while daytime footfall remained high, stands had fewer visitors in the afternoon. The trade show runs from February 8-10.

A spokesperson for ethical clothing brand People Tree, which was showing both short and forward-order clothing, including a collaboration with Orla Kiely, said: “It seemed to get quieter after lunch. People mean business today, they’re in and out. It hasn’t stopped us from seeing key accounts as well as a good spread of independents. People in general seem excited about the show.”

Lee Randle, wholesale manager of vintage-inspired brand Pop Boutique, which has six stores across the north of England, London and Sweden, agreed: “Earlier we were saying today matched yesterday but it seems to have died down this afternoon. Our existing accounts have been down so people are still here.”

Head of marketing for new short order womenswear brand Unique 21, Kerry Liddell, failed to notice the lull, adding they had taken around 50 orders since setting up the stand.

“Pure has been fantastic for us, it’s our first ever show. These things are expensive so to leave in profit is great. We’ve had all kinds of buyers: indies, boutiques and multiples from Brazil, Spain and even Cardiff. From the UK we’ve seen Fenwick, Bentalls, Lipsy and Joy and we have more appointments tomorrow. Before the show ends we will have booked again for next year.”

In the final hours of day two, House of Fraser womenswear brand specialist Lizzy Kaode Bolavaa said: “The afternoon does seem slightly quiet but business in general is slow after Christmas, the summer is always busier. I’ve been looking to add the womenswear collections of existing menswear brands we already stock and have made a few appointments to talk more at a later date.”

Pure runs for a final day today (February 10) but closes earlier at 4pm. It will return on August 2-4, at which point it will include a menswear section for the first time. 


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