Retailers Declare an All Time High For Pure

Pure hit an all time high this season, with what buyers described as "a bigger, brighter and more vibrant show than ever before." Attendance figures on the first day were up by 33% on the previous August's show. Exhibitors reported record sales and were extremely impressed by the high calibre of buyers.

Pure's importance on the International show calendar is indisputable, the impressive selection of mid and bridge end collections who exhibit within Pure Elan provide buyers with the cream of the world's biggest and best selling brands. Modern trouser brand, MAC, showed at Pure for the first time this season, Kathrin Schallock, the brands Marketing Leader said: "It's been a great show; we've had so much new interest and have had the opportunity to show everyone who is important to us what we do."

"Pure has continually built its profile of exhibitors and boasts an impressive 800 brands, the event is cleverly edited for buyers who want to see the best of the commercial collection merchandised alongside the must have fashion labels," said Event Director, Louise Young. "Pure is hailed as 'the' showcase for the next generation of must have labels. Its one of the freshest, most exciting and easy to work exhibitions in Europe," said Angela Wybrew, Owner Angela of Long Melford.

Paperdoll Design, Lulu + Red and Fred Sun, Pure Spirit exhibitors were overwhelmed by the hugely positive response they received. "The show was brilliant! Actually that's an understatement, it has been absolutely fantastic! We are definitely doing it again next year, 60 new customers in one day - what can I say ... It has been a huge success for us," stated Julian Dominique, Lulu + Red.

Veteran punk designer, Zandra Rhodes, stole the catwalk on the first morning of the event with a charismatic performance showing her silver jewellery collection, which she launched at Pure Accessories. This season the catwalk looks were diverse; from Pirates of the Caribbean, Chicago, Post-War Glamour to the new acceptable face of S&M. "The catwalk was fantastic," said Gillian McDonald from Just In Boutique, N. Ireland "It certainly guided our buying." Lucy Graham from Oblong in Cardiff agreed, "I saw some great new trends and will definitely be taking them back to my shop."

Pure Accessories continued to grow with an additional 35 collections on show. Exhibitors felt at home within the gallery section and confirmed their support for a dedicated accessories arena. Designer brands such as Jean Paul Gaultier, Thierry Mugler, Gianfranco Ferre, and Yves Saint Laurent sat alongside funky, high street favourites Johnny Loves Rosie, Mikey and Fiorelli, as well as an exceptional mix of new comers - Deluxe, Lexx shoes and Polemo. "One of the best show's we have ever had," said Stuart Lunan, MD Fiorelli, "We have opened more accounts here than we have at any other trade show."

Next season's show on 15 - 17 February 2004 will see lingerie and swimwear show, Intimate London Body & Beach running alongside Pure at Olympia. Louise Young, Pure's Event Director said: "The synergy between Pure and the Intimate London show is clear. At least 12% of buyers at Pure sell lingerie. We are seeing an increase in independents stocking lingerie to complete their offer." Past exhibitors to Intimate London include: La Perla, Lejaby, Fantasie, Sea Folly and Rigby & Pellar.