Pure London trade show will merge with Moda and Spring Fair at Birmingham NEC from February 2025.
- Originally set for Olympia London, the event has been moved to Birmingham’s NEC.
- Hyve Group has restructured its events to enhance sustainability and industry relevance.
- The new format includes a stronger focus on footwear and maintains Pure’s signature catwalk show.
- Scoop and Source Fashion will remain separate events, with Scoop held at Olympia West.
The anticipated Pure London trade show will now take place at Birmingham NEC, integrating with Moda and Spring Fair in February 2025. Initially planned for Olympia London, the decision to move comes as part of a strategic initiative by Hyve Group, aimed at consolidating their trade show offerings to align better with the evolving fashion industry demands.
Hyve Group, which acquired Just Around the Corner (JATC) in August 2023, previously merged JATC with Pure London, creating Pure London x JATC. As of February 2025, this integration will extend further into a revamped format renamed Moda x Pure. This strategic move aims to harness the strengths of all entities involved, thereby offering a more comprehensive experience for both exhibitors and attendees.
The reshaping of the trade show is considered necessary due to market sustainability challenges. Jackson Szabo, retail portfolio director at Hyve Group, emphasised the importance of adapting to these changes: “We are incredibly proud of the heritage and success Pure London has achieved over the past 30 years. However, despite this rich legacy, the show in its current format is no longer sustainable in today’s market. By positioning Pure and Moda together at Spring Fair, we ensure Hyve Group continues to deliver the commercial opportunities that brands and buyers seek.”
While Pure London moves to Birmingham alongside Moda, other events such as Scoop and Source Fashion will continue independently. Scoop will proceed as planned at Olympia West on 9-11 February 2025, providing a platform dedicated to premium fashion. Source Fashion will also retain its schedule at Olympia London on 18-20 February 2025.
The newly formed Moda x Pure promises an enhanced focus on footwear, alongside retaining Pure London’s traditional catwalk show, thus broadening the scope for fashion presentations and business opportunities. These changes reflect Hyve Group’s commitment to maintaining a robust presence in the fashion trade show sector.
This strategic shift by Hyve Group aims to sustain and invigorate its fashion trade show offerings amidst evolving market conditions.
