BERLIN — The Premium Group, which organizes the Premium, Seek and Bright trade shows in Berlin, as well as the innovation conference Fashion Tech, has acquired a fourth Berlin trade fair, Show & Order.
Show & Order’s founder Verena Malta, who launched the feminine fashion platform in 2011, will continue as “the face” of Show & Order, the Premium Group said. The show will remain in its venue at the former power station Kraftwerk.
With this further consolidation in the contemporary fashion fair sector in Berlin, the Premium Group will now be presenting four concurrent platforms from Jan. 17-19, 2017. Premium is held at The Station at Gleisdreieck, with Seek and Bright sharing the Arena, and Show & Order situated about halfway in between. Together, about 1,800 men’s, women’s and accessories brands will be on offer, approximately 80 percent of which are international, Premium pointed out. In total, the venues encompass about 550,000 square feet of exhibition space.
“The fashion industry is transforming fast…this is why I actively approached the Premium Group, because I am convinced that we can utilize synergies in order to be able to offer retailers a robust and improved trade show platform in the future too,” Malta stated. The aim, she added, is to occupy the price niche between the advanced contemporary offerings of Premium and the more midmarket offerings of Berlin’s large-scale Panorama trade show.
In today’s extremely competitive market, the need for services and information makes going it alone very difficult, remarked Anita Tillmann, managing partner of the Premium Group, “which is why Verena approached us. The Group can bring all the buyers and trade visitors with it, and for our part, we are always focusing on making things easier for our buyers,” remarked Anita Tillmann, managing partner of the Premium Group.
Additionally, Show & Order fills a missing gap in the early international trade show setup, Tillmann suggested. “There’s been no strictly feminine show at these early dates that presents and interprets global trends in a purely feminine way,” she told WWD. A possible extension to Show & Order’s assortment is women’s shoes, as the executive noted that the feminine footwear segment currently has no real home in Europe at this early stage. Premium and the other shows do include women’s shoes, but they are mixed with the men’s shoes and sneakers.
Premium intends to fine tune Show & Order, and is thus is working on “a soft start in January,” said Tillmann.