Pure London Expands for August 2012

The 'who’s who of fashion buyng' attended this season’s Pure London, with a positive and buoyant atmosphere throughout the three days. As Spirit Young Fashion returned to Olympia, buyers had their pick from over 1,000 brands from the biggest selection of womenswear, footwear, accessories, premium brands and young fashion in the halls of Olympia. International attendance was strong, with high presence from Ireland, Germany, France, Spain, Italy, Scandinavia and the USA, and from as far afield as Australia, Brazil, Japan, Hong Kong and the UAE.

Andre Laufer of Isabel del Pedro commented “The show has been brilliant! We have opened new accounts with lots of independent boutiques. This is the best season we have had in the last six years.”

Jan Shutt, owner of award winning retail store, Sunday Best commented “I love having everything under one roof, it makes is so easy for buyers! There are loads of great brands on show.”

Visitors included AB10, Anthropologie, American Pie, Author, Black Truffle, Black White Denim, Coggles.com, Debenhams, Donna Ida, Fenwick, Fortnum and Mason, Hambledon, Hub, Harrods, Harvey Nichols, Joy, Jules B, Lewis Yates, Kurt Geiger, Topshop, Office, Selfridges, Williams & Griffin, Start, Urban Outfitters and Wish. Online stores included Amazon, ASOS, My-wardrobe, Getmyfashion.com, Net-a-porter and international names included Dunnes, McElhinneys and El Corte Inglés.

Womenswear brands Mina, Almost Famous, Fenn Wright Manson, Carling, Sticky Fingers, Pamplemousse, Fever, Ian Stuart London, Darling and Anoushka G all showcased their Autumn/Winter 2012 collections alongside top young fashion brands Quiksilver, Kat Von D Los Angeles, Desigual, Yumi, Little Mistress, Molly Bracken and Mina.

Alnifa Hackney, creative director of Kat Von D Los Angeles commented “It has been a great show for us to launch at. The flow of buyers has been constant and there is a really nice atmosphere. We have seen lots of department store buyers. Kat was really impressed with the show, meeting the buyers and press!”


Buyers were looking for exciting new brand and fresh ideas, and the accessory and footwear halls completed the buying experience, with exhibitors such as Love from Australia, Fly London, French Sole, Vamp, Orelia and Oililly.


Janice Briggs, managing buyer at Pebbles in Tredegar commented “We always visit Pure London for the variety and choice of accessories and footwear. We spend at least two days at the show as there is so much to see!”

Olivia Rollins, brand coordinator at Ruby and Ed commented “We have had a fantastic show and seen lots of key buyers. We only ever show at Pure London, it’s the best trade show! We have really felt a buzz this season and have been so busy, none stop for three days!”

Tom Turton, account manager at J Shoes commented “This has been the best show we have had in a long time. There was a great buzz and atmosphere, and a really good flow of buyers writing orders. We have seen a number of key accounts.”


Pure’s Premium Womenswear section upped the fashion ante for Autumn/Winter 2012 with a host of established design heavyweights. Returning to Olympia’s Pillar Hall, collections from Wondaland, Winter Kate, Jofama, TBA, Lounge Lover, Goat and Tara Jarmon accompanied premium accessory brands Sam Ubhi, Zandra Rhodes for Adele Marie, Becksondergaard, Matt & Nat, Ally Capellino and Lulu Guinness Luggage in the Gallery Level.


Kam Harris, UK sales agent for Becksondergaard commented “We have had an amazing show! We have opened new accounts including Fenwick Newcastle, and seen all the key buyers!”

Deryane Tadd, owner of The Dressing Room, St Albans commented “The mix of collections at Pure London is excellent this season with great ideas in accessories and footwear. I feel all the content and seminars are really important, they are very informative for all types of businesses.”

This season saw an impressive line up of industry experts including leading fashion gurus from the world of TV, online, high street and independent retailing. Guest speakers included stylist and fashion presenter Antonia O’Brien, designer Zandra Rhodes, trends commentator Khabi Mirza, editor of Retail Jeweller Laura McCreddie and senior retail editor of WGSN, Lorna Hall. WGSN presented daily inspirational womenswear trends for Autumn/Winter 2012 while Drapers provided essential buying advice for maximising profit.

Sarah Lawrence, Event Director commented, “This Pure London has been our biggest ever with over 1,000 brands on show. It is known for being a show where people pick up new brands, write orders and enjoy informative seminars that are a source of inspiration for boutiques.”


New for 2012

The show is set to expand next season, increasing its footfall by at least 700 sq m to expand current areas and create new sections. An extra hall on the first floor of Olympia will open up allowing more space for accessories including a French Accessories Pavilion, as well as a new section Pure Body, a destination for buyers looking to source lingerie, swim wear, hosiery, leggings, loungewear and casualwear. In Spirit Young Fashion, the introduction of a kids section will showcase trend-led childrenswear brands.

Another addition, Pure Expert will bring expert business advice to life. A dedicated seminar and workshop programme will focus on retailing, visual merchandising, cashflow, bricks to clicks and more. Plus, fellow professionals will take to the stage and share their experiences, what solutions they have employed and with what results.

Pure Britain will also be introduced, ensuring that ‘Made in Britain’ ranges are highlighted to UK and international buyers looking to buy British.

In line with the Olympics and Paralympics, Pure London has moved its August show to a new date line, 19th - 21st August 2012. With the Olympics running from 26th July to the 12th August 2012 in London, Pure London has strategically planned this new dateline to ensure brands and buyers alike are not travelling to the show during one of the country’s busiest ever periods. Pure London will be positioned perfectly to compliment the buying schedule of the independent fashion retail market and the multiples, during the Spring/Summer 2013 buying season.