Deirdre Maloney

The Capsule founders have moved on to their next chapter.

Deirdre Maloney and Minya Quirk, two of the three founders of the trade show, have joined forces with Jesse James of the Aesthetic Movement showroom and agency to create Shoppe Object.

That show, which will debut in August, will focus on home and gifts. The inaugural edition will feature 100 brands and target high-end home, lifestyle and design retailers. It will be held at Metropolitan West on 46th Street from Aug. 11-13.

In April, Liberty Fairs acquired Capsule from Reed Exhibitions, which had owned the show since 2013. Capsule had been created by New York-based fashion consultancy BPMW in 2007. BPMW was also created by Maloney and Quirk along with Edina Sultanik, who had left the business a couple of years ago.

Following the acquisition by Reed, Maloney and Quirk had continued to work on Capsule, but following the acquisition by Liberty, they opted to exit.

“I adore Sam,” Maloney said of Sam Ben-Avraham, the owner of Liberty Fairs, adding that she had helped broker the deal between Liberty and Reed. “I look up to him as a mentor and a friend and the idea of working with him was appealing, but I was ready for a change.”

Although she wasn’t keen on reentering the trade show space, once Quirk introduced her to her friend James, she changed her mind.

“This is a really different scenario for us,” she said.

James, whose agency is a leader in the home and gift industry, will be the face of the Shoppe Object, while she and Quirk handle operations, logistics, creative and marketing.

“After 20 years of never having missed a New York gift show, it has become increasingly clear that New York is in desperate need of a new show to service the changing demands of our community,” James said. “Shoppe Object will provide a home for the best of the market, and our goal is to provide the freshest, most exciting assortment with an elevated, welcoming and intimate environment that promotes real connections, and offers a high level of service.”

Among the brands who have signed on to participate in the first edition are: MoMA, Hawkins New York, Chilewich, M. Quan, Fort Standard, Mud Australia, Minna, Chen Chen & Kai Williams, Virginia Sin, Coral & Tusk, Farmhouse Pottery, Fredericks & Mae and Otherwild.

“We wanted to change the fashion industry’s overall experience with Capsule in 2007 and we did,” said Maloney. “Now, after years of producing that event in three countries with no prior experience or partners, we know the pitfalls to avoid and how to successfully activate. We’re really excited to be continuing on a journey of servicing independent brands, in a whole new market.”

With only 100 brands in the inaugural show, Maloney said, “It’s small for us, but it’s like a flashback to Capsule in 2007, which was our favorite time. We knew everybody and it was very much a community.”

She said Shoppe Object will be held twice a year, in August and February, and for the time being will be in New York City only.

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