Laura Baker and James Waller are introducing a new showroom concept.
Baker, who co-owns the Pblc Trde showroom, and Waller, who cofounded the British streetwear brand Blood Brother, have partnered up to launch Common Trde, a showroom space that will be open during men’s market in Paris from June 22 to June 29 at 18 Rue Commines.
During previous seasons, Baker previewed her brands in either trade shows or rented out space in other showrooms, but with help from Waller, who has used his European network to bring in new brands, they are presenting more of a lifestyle space where brands of various sizes are able to maintain their own identity — each client had a hand in putting the space together — and use shared resources.
“In the past, we did not feel the brand’s individual identity was upheld,” Baker said. “It always seemed only to be about the trade show or that showroom. There didn’t seem to be any shared communication or practices.”
Baker and Waller are hoping to make the process more seamless for buyers and brands. They’ve created a show guide so buyers can preview the brands and speak to their sales managers before coming to the showroom. And instead of having each of the brands solicit buyers on their own, Pblc Trde sales managers will manage the appointment diary and work with buyers directly to help them determine what brands make sense for their stores.
“In my experience, buyers get way too many e-mails and calls for new brands leading into market, so much that it’s hard for them to navigate,” Baker said. “This is where the buyer usually leans on and trusts the sales manager to look out for their best interests.”
The brands that will be showing at Common Trde include Aris Schwabe Jewelry, Armando Cabral, Belstaff, Blood Brother, Christopher Shannon, Double Rainbouu, Katharine Hamnett London, Ksubi, Lot 78, Nosomnia, Remi Relief and Rochambeau.
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