The second edition of Pure London x JATC took place at Olympia London, featuring over 160 brands.
- The event saw a higher attendance on Monday, despite various competing events on Sunday.
- Newcomers like Stryte and established brands like Goose Island benefited from buyer engagement.
- Top brands and independent retailers utilised the event for business and networking.
- The collaborative format of Pure London and JATC gained positive feedback for content and accessibility.
The spring/summer 25 edition of Pure London x JATC was held from 14-16 July at Olympia London. This event, held alongside the premium womenswear show Scoop, marked the second iteration of the hybrid trade show format introduced earlier this year. With over 160 brands in attendance, including new exhibitors such as CSix, Becca & Cole, and Ppfff, the show attracted attention from both national and international stakeholders.
Attendees reported a noticeable increase in visitor numbers on Monday, which was attributed to fewer competing events compared to Sunday, which was impacted by the Wimbledon men’s final, the Euros final, and favourable weather conditions. Vipin Bansal, the founder of the newly launched womenswear brand Stryte, voiced that they had ‘good conversations’ with both UK and Asian buyers, highlighting Monday’s bustling atmosphere.
The longstanding exhibitor, Goose Island, underscored the enduring importance of Pure London x JATC in maintaining connections with existing customers while engaging with potential new clients. The show was hailed as a strategic opportunity for brands and retailers to explore fresh labels and collaborate within the industry.
Hyve Group, the event’s organiser, remained discreet about actual attendance figures but confirmed the participation of prominent buyers, including Asos and several independent retailers such as Her Dandy Wolf and Renes Fashion. Buyers expressed contentment with the platform’s facilitation of meetings with existing partners and discovery of new brands.
Participants like Michelle Spence from Liel Designs praised the diverse brand offerings, which supported her business’s aims to expand into childrenswear. Cheryl Daubney from Allez Chic appreciated exclusive access to brands not present at other events, and Tracy-Anne Fraser from Kanya valued the mix of products available for order placement.
Finally, event director Gloria Sandrucci remarked on the successful merging of Pure London and JATC, emphasising the show’s dual focus on trade and enriched content such as catwalks and panel discussions. The simplistic and flexible layout was noted as a key feature, with plans for further brand curation in future editions.
The Pure London x JATC trade show continues to be a pivotal platform for brand collaboration and industry networking, setting the stage for its next edition in February 2025.
