Brands & buyers hail changes in Pure London format

Buyers from this country’s top retailers were out in force at the show with the likes of Selfridges, Fortnum & Mason, House of Fraser, Fenwick, John Lewis, Atterley Road and Asos all visiting the show along with many of the UK’s top independents including Strut, Press of Primrose Hill, Coco Boutique, Sunday Best and The Dressing Room.

The reaction of the buyers and brands to the changes at Pure London implemented this season was overwhelmingly positive with the re-editing of womenswear and the re-positioning of the catwalk, back to the centre of the show, being welcomed.

Following extensive investment from parent company, i2i Events Group, Pure London worked on re-editing the show this season, re-zoning womenswear into three distinct sections; Allure, Aspire and Agenda alongside the existing Spirit and footwear and accessories areas.

As a result of these changes, the show attracted a lot of new brands many of which had never shown at Pure London before. This was especially true in Agenda, the more premium section of the show, which proved to be a big hit with buyers.

Katie Stamer-Smith buyer at Atterley Road said: “The show looks more premium downstairs than in previous seasons. This is definitely our favourite show due to the groupings of the brands and the spaciousness in the halls.”

Deryane Tadd owner of award-winning boutique The Dressing Room in St Albans added: “You can immediately feel the difference when you walk in. This season it has been a really positive experience, I love the catwalk and the new feel of the show.”

Brands exhibiting at the show for the first-time were also full of praise for Pure London this season.

Charlotte Woods sales manager for Innocenza Agency, which brought its Ilse Jacobsen, Stella Nova and Gestuz brands to the show this season, said: “There has been a wonderful selection of buyers and a steady flow, and we are extremely pleased with the position of the stand.”

Awa Malina-Stelter, co-owner of Ema ét Malina added: “The separation of the brands is a brilliant concept and the space is very good and spacious. There is a good variety of international buyers, and we would definitely recommend this show to other brands.”

Maggie Smart owner of Macandi Showrooms, who showed Humanoid, D.Efect and Delicate Love at Pure London commented: “We have had a really great show and it has exceeded all our expectations; it has been the best Pure London in a long time.”

Press also praised the show this season. Catherine Meimoe fashion and beauty manager at the Evening Standard said: “I love the new edit and this is, by far, one of the best tradeshows I have been to this year.”

In addition to the re-edit Pure London also strengthened its partnership with UK Trade Investment (UKTI) this season in a bid to help showcase more emerging British brands and designers at the event. As a result of this, international buyers present at the show increased this season, with countries including Japan, Australia, France, Germany, Italy and Russia all represented.