The Pure London trade show is moving its February 2025 edition to Birmingham’s NEC, integrating with Moda and Spring Fair.
- Originally scheduled at Olympia London, the event will now form ‘Moda x Pure’ due to changing industry conditions.
- Hyve Group’s acquisition of Just Around the Corner in 2023 leads to further integration for enhanced opportunities.
- Notably, the shift aims to address sustainability issues within the trade show format while expanding footwear showcases.
- Other events such as Scoop and Source Fashion will maintain their original London venues on different dates.
Pure London, a prominent womenswear trade show, is set to relocate its upcoming February 2025 edition to Birmingham’s NEC. This move signals a significant structural change as it merges with Moda and Spring Fair, creating a new entity named ‘Moda x Pure.’ Originally, Pure London was to be held at Olympia London, but market demands necessitated this strategic shift.
This relocation and integration are part of Hyve Group’s broader plan following their acquisition of Just Around the Corner trade show in August 2023. The move to blend these events is designed to expand the commercial possibilities for brands and buyers, a crucial step as the market evolves.
Jackson Szabo, retail portfolio director at Hyve Group, commented on the necessity of change by stating that while Pure London has a rich heritage over the past three decades, it can no longer sustain its current format. He emphasized that adapting to new industry dynamics is vital for maintaining Hyve Group’s leading position in fashion exhibitions.
The integration will not only bring together diverse exhibitors under one roof but is also expected to elevate the presence of footwear presentations and retain Pure’s iconic catwalk show. As part of the new configuration, Moda was first held alongside Spring Fair in 2021 in response to pandemic disruptions to trade show schedules.
Despite this merger, other significant fashion events will remain unaffected in their current locations. Scoop will continue at Olympia West and Source Fashion will proceed at Olympia London on their originally planned dates in February 2025.
The strategic merger of Pure London with Moda and Spring Fair at Birmingham’s NEC reflects adaptive measures to meet evolving market needs while sustaining valuable business opportunities.
