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Top Japanese apparel retailers discover Bread & Butter
Jan '13
On January 17th, 2013 at 6 PM BREAD & BUTTER BERLIN closed its doors – for the first time on a Thursday evening; very successfully.

After the concept changes, which were broadly discussed upfront, B&B President Karl-Heinz Müller can look back to a successful January edition of the ‘tradeshow for selected brands’: “Since its presentation in fall 2012 our new concept has been an extensively discussed topic. Despite the doubts our huge efforts bear fruit, and the quality offensive has fully paid off. Our exhibitors are not only satisfied, they are excited.”

The earlier start also had a positive effect: instead of the “casual Friday” BREAD & BUTTER was frequented equally strong on all three days of show.

Beyond the modification overall, exhibitors valued especially the quality of buyers and retailers as well as the high international degree of visitors. App. 70% of the guests who visited B&B between January 14th and 17th came from outside Germany.

This underpins B&B’s position as the leading international platform in Berlin, Germany and Europe. Remarkable is the attendance of Japanese visitors. Karl-Heinz Müller: “The Japanese top brands and top retailers have been discovering BREAD & BUTTER BERLIN for themselves. Compared to the two previous seasons the Japanese visitor numbers doubled this time.

We’re very delighted by this development since Japan is still an essential indicator when it comes to quality and trends of the future.”

BREAD & BUTTER has achieved the goals set for this season. Müller says: “The positive feedback of all parties involved shows that concentrating on what’s important to us was the right decision. We are not interested in just selling square meters; our main goal is to present our visitors a sophisticated and well defined portfolio of brands that matter – big players but also small and fresh labels which are essential to independent retailers to diversify. We are more than confident to offer our visitors a comprehensive and meaningful women’s wear concept on top level in July 2013.” The new concept will follow the principal of the popular L.O.C.K. area and will set focus on fashion for cosmopolitan women.

I’m very happy and proud of my team who supported these important decisions and helped me in implementing these far reaching goals. I’m therefore all the more delighted that our efforts were rewarded with these positive results.”


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