Premium Group is purchasing a minority stake in Liberty Fairs Fashion Group, a deal that will serve as the precursor to a strategic alignment between the two trade show operators and bring the Liberty, Capsule and Cabana shows to Europe and Premium to the U.S.
Neither the terms nor the stake were disclosed.
Founded by Anita Tillmann, the Premium Group is based in Berlin while the New York-based Liberty Fairs was created by Sam Ben-Avraham.
“We have always admired the Premium Group, and the Liberty family has a long-standing friendship with Anita and her team,” Ben-Avraham said. “It makes all the sense in the world for us to work together as our respective shows explore expansion possibilities at an international level. This deal gives us the opportunity to officially join forces as Premium Group explores the trade show market in the U.S., and as we evaluate different options in taking Liberty, Capsule and Cabana to Europe.”
Tillman, managing director of Premium, said, “We are tremendously excited about the prospect of working with the incredible Liberty team. The global fashion industry is highly dynamic and constantly changing and evolving. There is a huge opportunity to provide state-of-the-art events focused on commerce, community and relevant content in order to better serve the changing needs of brands and retailers. The combination of the Premium Group’s strong relationships and long history of cutting-edge events and Liberty Fairs’ network and expertise makes this an ideal partnership.”
The first iteration of the partnership will come in February when Liberty’s trade show in Las Vegas will include a Premium section. The companies will also work to “develop a new concept for the women’s wear segment in New York City,” they said.
Liberty operates a contemporary men’s show, the Capsule women’s contemporary show and Cabana, for women’s swim and resort. Premium, which is owned by Clarion Events, operates the Premium, Show & Order, Seek and Bright shoes as well as the Fashiontech conference on innovation.