Pure London: new exhibitors to know about – Yumi Girls

In a new mini series in the lead up to the host of internationally recognised trade fairs happening across the UK over the next couple of months, FashionUnited is looking at some of the labels exhibiting at these events for the first time.

Founders and creative directors are giving us insight into their labels and why they decided on a specific trade fair. Here we talk to Clare Nepal, Director at Uttam London, who is bringing childrenswear brand Yumi Girls to Pure London after successes with the mainline Yumi line in recent seasons.

Who

is Yumi Girls brand?
The Yumi Girls collection is a fun and fashion forward collection that aims to take key pieces from the Yumi Mainline range and re-interpret for our younger audience. The Yumi girl loves fashion and enjoys dressing up, especially like Mum! The SS13 range gives a nod to the nautical with stripes and tailored blazers and fashion favourites include the flamingo print maxi dress and pretty polka dots. It's a collection every girl will covet for their wardrobe.

What fairs/tradeshows are you at this season and why did you choose Pure London?
We do AIS with our kidswear range, but as Pure is very successful with us for Yumi Main range, we wanted to try out the Yumi Girls range here.

What makes Yumi Girls special?
Unusual prints and really cute girlie designs set us apart from other childrenswear ranges - I have three daughters who are all massive fans!

Who is your target customer?
I think we sell the bulk of our product to girls around ten and eleven years old as they're just right for that age group, mostly to small kidswear boutiques.

What do you expect of your first participation at Pure London?
It would be great to get a bit of a buzz over the three days about the girls range.

What is going to be your bestseller this coming season?
It's always dresses, usually something that is a mini version of the adult range.

What do you hope target/sales wise to achieve from exhibiting at Pure London?
It would be great to get some orders for the SS13 collection.