A lot is happening at the Curve trade fairs since French trade show giant Eurovet acquired CurvExpo Inc. in 2012.

This story first appeared in the May 6, 2013 issue of WWD. Subscribe Today.

The operation, now run by Pierre-Nicolas Hurstel, who serves as chief executive officer, has expanded to include a larger selection of designer lingerie labels and swimwear brands.

“We are focusing very strongly on the swimwear market by including 280 pure swim boutiques carefully selected and qualified by us and the brands, and we’ll be introducing these retailers to our VIP program on both East and West coasts,” said Hurstel. The new swim initiative will include preferential travel packages and a VIP lounge.

Both the CurveNV and CurveNY fairs will feature about 60 swimwear brands. The New York edition will run Aug. 4 to 6, while the Las Vegas venue is scheduled Aug. 19 to 20.

“At Curve we have a lot of things going on, with the main focus being new — new designers, a new account program for retailers and a new format in Las Vegas,” said Hurstel.

In order to promote up-and-coming designer brands, both shows will now include a designer area with booths located at the center of the show, a format that Hurstel believes will “attract edgier, more directional brands on both coasts.”

“The new format for designers will include 5-by-10 [square foot] booths with no side walls, just display racks on each side….The booths will cost less than $4,000. We know that when new designers start out it’s difficult to allocate funds to exhibit at trade shows, and we’re trying to make this affordable for them,” he said.

Regarding promotional incentives, Hurstel said, “We will also introduce an innovative account program where every buyer who opens a new account for their store and places an order on-site will enter a sweepstakes to have a chance to win a trip to Paris. The more new accounts a buyer opens, the more chances the retailer will have to win a trip to Paris.”

The new presentation in Las Vegas will feature an all-inclusive deal for retailers that will include breakfast, lunch and a “beach night” party.

“We changed it to a two-day show in February, and we attracted 7 percent more buyers with one day less. A two-day show just makes the venue in Las Vegas more efficient for brands and buyers,” he explained.

Hurstel further noted a new online platform is being created to integrate the synergies of the Curve fairs with Eurovet’s portfolio of shows, which include the Mode City, Salon International de la Lingerie and Interfilière fairs in Paris.

“We are doing the pilot launch for Sept. 1,” he said.

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