Pure London, a key womenswear trade show, will combine with Moda and Spring Fair at Birmingham’s NEC from February 2025.
- This change is part of Hyve Group’s strategy to consolidate trade shows, following their acquisition of Just Around the Corner.
- Brands and buyers are reconsidering their participation and travel plans due to the show’s relocation.
- There is anticipation that the newly merged shows will attract significant footfall from established retailers.
- The shift aims to make trade shows more experience-focused, responding to changing purchasing behaviours.
Hyve Group has announced a strategic merger, positioning Pure London alongside Moda and Spring Fair at Birmingham’s NEC in a plan set to roll out from 2-5 February 2025. Following Hyve Group’s 2023 acquisition of Just Around the Corner, this consolidation sees Pure London absorb into Moda x Pure, reflecting the group’s adaptive strategies in the face of market evolution.
Participants in the trade show circuit are adapting to the logistical implications of this merger. Tiffany Moore, of Renes Fashion, notes Birmingham’s central location as an advantage, though expresses regret over the separation of Pure and Scoop, which she feels should consolidate for efficiency. Her focus is shifting towards Harrogate Fashion Week, highlighting the evolving dynamics within trade preferences.
A representative from a womenswear brand conveyed optimism that the convergence of these shows could enhance buyer attendance, particularly from prominent retail names like Next and M&S. Such involvement is crucial for brands seeking to maximise their market reach amidst a transforming trade show environment.
Amy Newman, a buyer at East Dulwich’s Ed, discusses logistical challenges with the new setup, emphasising the practical impediments of attending both fashion and gifting shows within a constrained timeframe. This logistical shift may encourage more brand visits at London showrooms, pointing to a gradual shift in trade practices.
Antony Nathan of 33 Joints shares insights into the footwear segment, noting the reduced presence at Moda post-2021. However, he expresses cautious interest in the revamped Moda x Pure event, emphasising that successful shows should create a substantial draw for participants. He remarks on the necessity to craft experiences that transcend conventional trade, entwining product interaction with brand discovery.
A perspective shared by Jackson Szabo of Hyve Group underscores this strategic move to align events, aiming to bolster Spring Fair’s attractive pull. Such alignment seeks to combine Pure and Moda with Scoop and Source Fashion, transforming the trade show landscape to better serve commercial interests in an evolving retail market.
The realignment of Pure London with Moda and Spring Fair reflects Hyve Group’s adaptive approach to shifting market needs, aiming to enhance the trade show experience and optimise buyer engagement.
