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Zalando to cancel Bread & Butter

By Marjorie van Elven


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Zalando’s fashion fair Bread & Butter will not take place in 2019, said the company’s co-founder David Schneider to German publication Handelsblatt.

“Everything we invest in needs to be at the same time strategic and scalable”, Schneider told the newspaper. “With Bread & Butter, we ran into natural limits. That’s why we have decided to no longer organize a fair from 2019”.

Contacted by FashionUnited, Schneider added: “At Zalando, we continuously test, question ourselves and develop. We want to connect people with fashion and do that beyond a certain format. We've built up fashion competence and gained the trust of the brands. Following up, we want to appeal to a broader target group with personalized, local campaigns".

Zalando acquired the rights to the bankrupt consumer-focused fair in 2015, giving it a second life. The three events organized since then have attracted over 35,000 visitors and exhibitors like Adidas and Wrangler, but they apparently failed to turn a profit for the European marketplace based in Berlin. Schneider declined to provide any figures.

Bread Butter