There’s a new show in town.

This story first appeared in the November 13, 2013 issue of WWD. Subscribe Today.

The CurvExpo Inc. division of Eurovet, the world’s largest lingerie and swimwear trade fair, has teamed with the International Swimwear and Activewear Market association to create a new trade show: Riviera by CurvExpo.

The first-time partnership between CurvExpo, which was acquired by Eurovet in April 2012, and California-based ISAM is aimed at creating a regional trade platform for swimwear and active brands and retailers in California, said Pierre-Nicholas Hurstel, chief executive officer of CurvExpo.

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The fair is scheduled Aug. 11 to 12 at the Hyatt Regency Beach Resort & Spa in Huntington Beach, Calif., where approximately 100 manufacturers will showcase 150 brands, mainly women’s swimwear labels. The show is targeted to 200 regional specialty boutiques and better department stores.

“The idea for us is to do a very concentrated show, and we don’t want thousands of brands. We want to create an exceptionally focused event, organized to offer the best experience for both brands and attendees,” said Hurstel. “We plan to be very selective because it will be a regional show for the West Coast. We have to adapt the size of the show to the size of the California market.”

The new fair will offer “all-inclusive contemporary booth packages, attractive travel incentives, complimentary food and beverages, and an exclusive fashion show in an upscale setting,” he said.

Hurstel further noted that the venture is a good fit for CurvExpo, its Paris-based parent Eurovet and ISAM because the trade show organizers share similar synergies.

“ISAM is an association owned by the brands and Eurovet is also owned by the brands and the Fédération [de la Maille et de la Lingerie] in France. It makes sense because we share the same values,” explained Hurstel.

Barbara Brady, director of ISAM, said the partnership will “bring ISAM back to its California roots.”

“This is like coming home for ISAM, which was established 30 years ago in Southern California. We moved to Las Vegas in 2003, but members have been asking us to come back to California.…This partnership unites the strengths of both networks and advances the business development of the industry.” said Brady.

The Riviera by CurvExpo edition was conceived with the same idea as Riviera by Mode City show created by Eurovet, which launched successfully in September in Cannes, France. The concept was to have a locally focused event dedicated to developing swimwear and activewear markets in southern France and Italy, as well as complement the Mode City staged in Paris in July.

Marie-Laure Bellon, ceo of Eurovet, said since the acquisition of CurvExpo, “We are now closer to fulfilling the needs of the industry in North America.”

“The success of this first Riviera show in Cannes validated our strategy of acting globally and locally by gathering the industry at the most favorable time and place to conduct business,” said Bellon.

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