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Pure London closes with 24% leap in visitors

Womenswear tradeshow Pure London saw a 24% uplift in visitors compared to the August 2009 edition, and a 37% increase in the number of those spending more than one day at the event.

The show, which ran from August 1 to 3 at London’s Olympia, also saw a 27% increase in international visitors, led by a rise in attendees from Europe. Others came from the US, Canada, Japan, Lebanon and Russia.

Many exhibitors and buyers said trade had been brisk.

“We’ve been swamped from the start,” said Danny Saul, managing driector of Frank Saul, which showed its eveningwear line Mascara. “Budgets have been mixed, some people have put them up and some are down but we’ve written some good orders.”

Anecdotally a number of exhibitors said the aisles felt emptier than in previous years, but Pure organisers Emap – which also owns Drapers - attributed the comments partially to a 17% increase in the event’s square footage. Visitors who returned several times were only counted once and the numbers would be ABC audited, a spokeswoman said. Emap would not disclose the actual visitor numbers.

Valerie Aflalo, creative director at Valerie, which showed in the new Pure Premium zone, said: “Sunday was busy but the show was quieter after that. It worked well for us though as people who came to look at the product on Saunday came back on Monday to write orders and we saw quality buyers.”

Event director Samantha Bleasby said: “The influx of British design alongside international brands has presented an exciting and contemporary offer, blending the unique and individual from around the globe. In the 13 year history of Pure London this August show has delivered the most buyers and exhibitors.

“The launch of Pure Premium was a huge success, and the Young Fashion Hall was bursting at the seams, both are expected to see growth for February 2011.”

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