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Berlin trade fairs join forces as Premium Group acquires Show & Order

German firm Premium Group has acquired fashion trade show Show & Order for an undisclosed amount. The move sees the Group, which owns three international fashion Berlin trade shows, namely Premium, Seek, and Bright as well as innovation conference #FashionTech, move closer to achieving its goals of consolidating its position as the market-leading organiser of fashion trade shows and platforms.

The agreement sees Verena Malta, who founded Show & Order in 2011, remain on board as the face of the trade fair, which will continue to take place at its usual location in the Kraftwerk venue in Berlin. “The fashion industry is transforming fast. We will only be successful in the long term if we keep moving, too,” said Malta in a statement. “This is why I actively approached the Premium Group, because I am convinced that we can utilise synergies in order to be able to offer retailers a robust and improved trade show platform in the future, too. The aim is to occupy the pricing niche between Panorama and Premium and to present the collections in an intimate and charming setting.”

Premium Group notes that Show & Order “perfect complements” its other events, but that the fashion trade show will be “adapted and developed” in order to take on the new challenges the changing market poses. The changes will include an expansion of Show & Order’s current female fashion and accessories portfolio to include footwear as new brands within the mid-level price segment. “By bringing together expertise and knowledge, as well as with the help of our international network, we want to continue to strengthen the market and give retailers what is currently lacking in the market – a curated platform that translates global trends into feminine looks,” said Anita Tillmann, Managing Partner at Premium Group.

“Many retailers also look for attractively priced yet individual brands. They set these brands apart from their competitors and increase their appeal for the end consumer. In times when selfie culture and social media are prevalent it is becoming ever more important to offer end consumers something new and exclusive to address the demand for individuality. I have known Verena Malta for a long time now and am delighted to be working together.” The acquisition will see the four fashion trade fashion take place across three sites simultaneously during Berlin Fashion Week next January.

Photo: Premium Group