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Pure to expand with new categories

Pure London is to expand next season, increasing its footprint by at least 700 sq m, to include more design-led footwear, a French Accessories Pavilion, lingerie and kidswear.

Pure London managing director Steve Newbold said: ‘Pure is known for being a show where people pick up new brands. At the end of every show our buyer feedback overwhelmingly shows that these are areas people would like to see at the show so we are responding to that.”

The additional space will come from opening up an extra hall on the first floor of Olympia, towards the back of the current Accessories area. Within this hall there will be more space for accessories, including a French Accessories Pavilion, as well as Pure Body, an area dedicated to lingerie brands.

In the Spirit Young Fashion section, a small kidswear platform will be introduced, showcasing trend-led kidswear brands.

“We hope these changes will mean there is space for at least another 50 to 60 brands and there is no reason why we can’t keep building on this in future seasons,” added Newbold.

The next edition of Pure London is at Olympia on August 19-21.

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