BERLIN — Zalando, Europe’s largest specialist fashion and footwear e-tailer, has bought Berlin’s insolvent urban and streetwear fair Bread & Butter.
Although details of the deal and concrete plans for the fair have not been released, a Zalando spokesman said a new consumer-directed event would be launched together with the Bread & Butter team following the show’s next edition July 7 to 9 at Tempelhof Airport.
Executives of Zalando and Bread & Butter, including founder Karl Heinz Müller, were in a meeting with Berlin Mayor Michael Müller Monday afternoon to inform him of the developments. Bread & Butter’s lease at Tempelhof Airport runs through 2019.
The show, once the key anchor during Berlin Fashion Week as well as the denim and streetwear market’s largest event, filed for bankruptcy in December. In one of the more recent attempts to re-boot the fair, Müller wanted to open Bread & Butter to the public over the weekend, but negative reaction from exhibitors forced him to retract. Now under Zalando’s ownership, the B2C connection looks set to become a reality.
“We believe in Berlin so much, and are committed to Berlin as a fashion capital,” the Zalando spokesman commented, “and we thought Bread & Butter’s difficulties could also become a big problem for the city. But as you know, we greatly believe in democratizing fashion, and that people want to be an active part of the fashion discussion in the future.”
Further details are expected to be announced later Monday.