New home for lingerie industry
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Launching in Hall 17 of the NEC, Moda Lingerie & Swimwear will run alongside national trade shows Moda Woman, Moda Accessories, Moda Footwear and Moda Menswear. The Moda shows already attract around 12,000 visitors each season, with the launch of Moda Lingerie & Swimwear now set to see thousands more industry professionals to the exhibition centre.
UK supplier Eveden took part in Moda Beach in August this year, and is now set to bring its full portfolio of lingerie and swimwear brands to Moda Lingerie & Swimwear. “The feedback from our customers was very positive, and they found the location really accessible,” says sales director Nigel Addison. “It was a great experience to show within a well-lit, contemporary environment that benefited from a great atmosphere the whole time we were there. Being part of a wider fashion exhibition can only bring positives to the lingerie industry.”
“Moda Lingerie & Swimwear ticks all the boxes for us,” says Peter Cronin, sales director of Panache, one of the first brands to confirm its appearance at the forthcoming show. “We need a national show, and while Harrogate has worked for us in the past it’s become a very regional, northern show. As a supplier we’re driven by our customers, and they’re telling us they want a national exhibition in a venue that’s accessible from all areas of the UK and Ireland.”
Buyers have also spoken out in support of the move. Sue Birchmore, owner of lingerie independent D’Braz in Banstead, Surrey, visited Moda Beach last season and now welcomes the launch of Moda Lingerie & Swimwear for February 2010. “The NEC is a fabulous venue with great facilities, and being able to do all of our buying there will cut down massively on the time we spend out of the store,” she says. “Last season we closed the shop at 5.30pm and were in Birmingham by 7.30pm, ready to start first thing the next morning. The look and atmosphere of Moda itself brings something new and exciting to the industry, and being able to view accessories and footwear, as well as the new season’s fashion trends, is a real plus for us as retailers.”
“The launch of Moda Lingerie & Swimwear has come as a direct response to demand from the industry itself, and the response has been phenomenal,” says the show’s event director Penny Robinson. “The fact that such major industry players have already pledged their support is a testament to the need for a truly national show, and as organisers we’re fully committed to producing a show which not only delivers the right audience but also offers the kind of contemporary, premium environment not currently available to lingerie and swimwear brands within the UK.”
In common with the other Moda shows, Moda Lingerie & Swimwear will feature a bespoke stand build and premium retail-quality lighting, with refreshment, networking and feature areas also located within the lingerie and swimwear hall.
Brands already supporting the launch of Moda Lingerie & Swimwear include Aguaclara, After Eden, Beautifull, Berlei, Bond-Eye, Boobs & Bloomers, C Collection, Captiva, Christina, Cocöa, Conturelle, Costex, Cover Me, Cupid Fine Shapewear, Damella, Diamond Tea, Edgies, Elomi, Fantasie, Fantasizer, Fauve, Felina, Freya, Goddess, Gossard, Gottex, Lingadore, Love & Lustre, Luna di Setta, Marjolaine, Miraclesuit, Miss Elaine, Moon River by Costex, Moontide, Naomi & Nicole, Ory, Panache, Parasol, Red or Dead, Saha Swimwear, Seaspray, The Body Wrap, Va Bien, Waxx Underwear, White Mischief, Y.E.W.O and Zoggs.
Image: Moda