65 percent of brands reapply for next season’s Pure

More than two thirds, 65 percent of brands that took part in this season’s Pure London have reapplied for the August, spring 16 show, a record number so soon after the close of the trade show.

It is thought that the trade show’s “injection of newness” is what is making brands plan ahead early, as a record number of prospective brands have also been looking to exhibit for the first time, Pure London has revealed. It states that more than 100 new brands interested in exhibiting at Pure for the first time completed application forms on site at the trade show, which took place on February 8-10 at London Olympia.

Confirmed womenswear brands include Humanoid, Ready to Fish by Ilja, Choiboko, Noa Noa, Charli, Blank, Avoca, Darling and Almost Famous, while Lavish Alice, Bravesoul, PIT and Silvian Heach will join the young fashion line-up.

Returning to accessories will be Bulaggi the Bag, Adele Marie, Zandra Rhodes, Fiorelli, Pia Rossini, Nica and Modalu, while the adjacent Premium Accessories section will see Showroom One, Codello, Bibi, Mark Bags, Matt & Nat and Konplott, and the Footwear section will including Geox, Fly London, Birkenstock, Crime London, Pikolinos, Moda in Pelle, Peter Kaiser, Caro, Lacoste Footwear, Lodi/Gadea, Unisa and Esska.

Julie Driscoll, portfolio director for Pure London at owner i2i Events Group, said: “We are overwhelmed by the amount of positive feedback we have received from our brands this season, and the number of applications we have received is a testament to the quality of buyers that were in attendance.

“The premium sections are a key area of growth for Pure London and we have seen increasing interest in these brands, with many already confirmed for August.”

The spring 16 edition of Pure London will take place from August 2-4 at London Olympia.