Trade show Pure London is anticipating a record number of visitors this season, with pre-registrations currently up 6% on last season to just over 16,000.
The number of visitors attending the show was at a record high in February 2010, so Pure expects this season’s show, which kicks off on Sunday, to top that.
The exhibition has increased in size by 17% this season and will host 980 brands across 155,000 sq ft.
The event will feature Pure Premium, a new section showcasing a raft of premium brands including Danish brand Best Behavior, the French Mardi Jeudi and Italian label Stefanel.
Pure will take place at Olympia London exhibition hall from August 1 to 3.