Joanne Mohr

Capsule has hired Joanne Mohr as director of women’s shows, a new post. She begins today.

Mohr will oversee sales for the Capsule women’s shows that take place eight times a year in New York, Paris, Las Vegas and Los Angeles.

With more than 20 years experience in the trade show business, Mohr is expected to drive Capsule as a fashion and lifestyle trade event for both emerging and established independent women’s brands across contemporary, active, lifestyle, apothecary and accessories categories.

Most recently, Mohr was executive vice president of women’s and children’s events at UBM Fashion Group, which she left in February 2016. She joined ENK International, which was acquired by Advanstar in 2012 and then taken over by UBM in 2014, in 1997 working across Coterie, Circuit, Intermezzo, Children’s Club, Sole Commerce and Blue. Before that she was group show director for Fashion Accessories Expo, now known as Accessories The Show.

In a telephone interview, Mohr said, “My first priority will be to learn about my colleagues and entrench myself into the business of Capsule and how they operate. And to take a look at established brands that are out there and see who would be a proper fit for Capsule.”

She said Capsule has always been a curated show that fostered new and emerging brands, and she and Capsule cofounder Deirdre Maloney plan to invite some people of more established contemporary brands to participate.

“Capsule certainly doesn’t want to become the size of a Coterie or a MAGIC. They want to keep their core environment and core concept. Would there be some from Coterie? Yes, they could be. We’re not looking to take Capsule and make it a Coterie,” Mohr said.

Capsule in New York has an exhibitor list of more than 1,750 brands and added a Los Angeles edition last season. At the most recent Capsule in New York at Skylight Clarkson Sq, there were 600 exhibitors. “We’ve really grown a lot, but still cater to small, independent brands,” Maloney said.

Capsule was created in 2007 by New York-based fashion consultancy BPMW and was acquired by Reed Exhibitions in 2013.

Next season, Capsule New York Women’s will return to Pier 94 — where it was for three seasons previously — from Sept. 16 to 18.

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