AmericasMart’s Premiere show is blooming with new contemporary product, much of it for men.

This story first appeared in the March 20, 2008 issue of WWD. Subscribe Today.

Premiere has grown to 600 lines and 45,000 square feet of space, a 30 percent increase over last October’s edition, which was the biggest show to date. Premiere runs concurrently with the women’s, accessories and children’s market, April 5 to 8.

Among lines new to Atlanta, Ted Baker London will have a double-decker atrium booth and will headline the Style Runway fashion show on April 5.

As is the case with about 15 percent of Premiere’s new product, Ted Baker, which began in 1988 as a men’s shirt company, now also includes women’s wear.

Another key Premiere exhibitor, Ed Hardy, a Culver City, Calif., line of men’s jeans and accessories, has expanded space from 1,600 square feet in January to 2,500 square feet for April, and will also showcase licensed product.

In all, 75 men’s wear lines will show for the first time at Premiere in April, many of them denim focused, including Edun by Ali Hewson and U2’s Bono, X-Ray Denim and Monarchy.

Premiere will still feature plenty of women’s contemporary apparel and accessories, including new exhibitors like Italian dress line Dolce Vita.

With its new contemporary focus, AmericasMart will target more shops like L Boutique, a specialty store in Sarasota, Fla., that carries such lines as Trina Turk, Tracy Reese and Bianco Nero.

“Every time I come to Atlanta, I see more of the lines that I used to find only in New York,” said LeeAnne Swor, owner.