Pure London will be hosted at Birmingham’s NEC alongside Moda and Spring Fair from 2-5 February 2025, moving from its original venue at Olympia London. The show will now be rebranded as Moda x Pure, following Hyve Group’s merger of the Pure London and Just Around the Corner (JATC) trade shows. The integration aims to adapt to the evolving market, with increased focus on footwear and Pure’s catwalk show. While Moda x Pure shifts venues, Scoop will continue at Olympia West, and Source Fashion will take place at Olympia London in February 2025. Jackson Szabo of Hyve Group emphasised the importance of adapting the format to ensure sustainability and relevance in the industry.

The Pure London trade show, a significant event for both UK and international fashion brands, is transitioning from its long-standing location at Olympia London to the Birmingham NEC. This change reflects a broader effort by Hyve Group to consolidate fashion events and enhance the commercial viability of the exhibitions amid shifting market demands. The rebranding to Moda x Pure signifies a strategic evolution from past formats, with a promise of expanded offerings to cater to the industry’s needs.

The relocation and rebranding of Pure London to Moda x Pure at the Birmingham NEC represents a strategic adjustment by Hyve Group to ensure the ongoing success and relevance of their trade events. Increased footwear showcase and integrated offerings exemplify their commitment to evolving with the fashion market. This move aims to provide enhanced commercial opportunities for fashion brands and buyers.

Original Source: www.drapersonline.com

The post Pure London Trade Show Moves to Birmingham’s NEC and Rebrands first appeared on The London Bell.

Pure London will now take place at Birmingham’s NEC from 2-5 February 2025, alongside Moda and Spring Fair. Originally set for Olympia London on 9-11 February, the event will be rebranded as Moda x Pure. This change follows Hyve Group’s acquisition of Just Around the Corner (JATC) in August 2023, merging it with Pure London. The new format aims to strengthen the event’s focus on the evolving fashion industry and enhance commercial opportunities for brands. Meanwhile, Scoop will remain scheduled at Olympia West on the same dates, and Source Fashion will occur the week thereafter on 18-20 February at Olympia London.

The relocation of Pure London to Birmingham’s NEC marks a significant shift in the UK’s fashion trade show landscape. Originally a staple at Olympia London, changes in the market have prompted Hyve Group to adapt and rebrand the event as Moda x Pure in conjunction with JATC. This move aims to consolidate events and create a more sustainable and relevant platform for brands in the fashion industry, reflecting shifts following the Covid pandemic.

The transition of Pure London to Birmingham’s NEC signifies a major evolution in fashion trade shows. By merging with JATC and aligning with Moda, Hyve Group aims to better serve industry needs and provide essential commercial opportunities, ensuring the continuity and adaptation of their events in a changing market.

Original Source: www.drapersonline.com

The post Pure London Trade Show Relocates to Birmingham’s NEC as Moda x Pure first appeared on The London Bell.