Capsule and Axis, two shows that are part of the Reed Fashion Group owned by Reed Exhibitions, will join forces for spring.
Axis has been reformatted as an integrated special section at Capsule, and will focus on active lifestyle. It will be part of Capsule’s women’s New York show, and the new Capsule Los Angeles edition this fall.
Launched in 2015, Axis was the multicategory exhibition of over 200 women’s collections aimed at Millennials. Capsule’s women’s shows are focused on progressive contemporary apparel and accessories. The Axis section, comprised of lifestyle brands in the sports lifestyle, contemporary activewear, swimwear, ath-leisure, athletic footwear, wearable consumer electronics, athletic lounge and intimates categories, is expected to boost Capsule’s presence in the market.
“Capsule shows will remain highly curated, but segmentation is key as we continue to grow,” said Deirdre Maloney, cofounder of Capsule. “By incorporating Axis as a well-rounded special section within the show, we can provide retailers with a more streamlined shopping experience and a deeper selection of the women’s market’s hottest categories right now, from sportswear to accessories to activewear, home, beauty and more.”
The combined show will be held Sept. 17 to 19 at Piers 92 and 94 in New York and Oct. 17 and 18 at the California Market Center in Los Angeles.
Created in 2007 by fashion consultancy BPMW, Capsule was acquired by Reed Exhibitions in 2013. Its women’s show in New York has featured more than 600 brands. While it sponsors women’s-specific installments in New York, Paris and now Los Angeles, it maintains a dual-gender show in Las Vegas.
The Capsule/Axis agreement comes on the heels of other news in the trade show world. Last week, the U.S. division of London-based UBM plc, the largest trade show organizer in the U.S., acquired Business Journals Inc. for $69 million in cash. The deal combines UBM’s shows, including WWDMAGIC, Project and Coterie, with BJI’s consortium of events. These include MRket, AccessoriesTheShow, Edit, Fame, Moda and Stitch.