After launching its first women-centric trade show in New York in 2010 and following suit with an edition in Paris, the New York-based unit owned by Reed Exhibitions plans to stage its first expo focused on women’s brands in Los Angeles in October.
To be held Oct. 17 and 18 at the California Market Center, Capsule Los Angeles joins a growing list of trade shows that are targeting the increasingly important contemporary women’s market on the West Coast. Brand Assembly, also based in New York, introduced its namesake apparel trade fair in Los Angeles in June 2013. Coeur, which specializes in accessories, gifts and home decor, presented its first semiannual show in 2011. Designers & Agents also has had a long, regular presence in the L.A. market. Moreover, the California Market Center, the two-million-square-foot building in which Capsule Los Angeles will be located, also operates smaller trade shows, such as the contemporary-focused Select and the ath-leisure-leaning ALT.
Created in 2007 by fashion consultancy BPMW, Capsule was acquired by Reed Exhibitions in 2013. Its women’s show in New York features 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.
Capsule’s new fashion fair expects to bring 100 brands covering apparel as well as activewear, swim, accessories and lifestyle. The emphasis is on labels that are based on the East Coast and in Europe and wish to open West Coast accounts.
“Capsule is heading to Los Angeles in response to a growing demand in our community, particularly from East Coast brands, who wish to show at L.A. Market due to the high caliber of retailers who attend,” said Capsule cofounder Deirdre Maloney.