An all-new look for Pure London February 2016

Pure London has begun a three-season plan to bring a fresh new look to the show, with the first changes set to be unveiled at the upcoming February 2016 edition.

Key new features includes the addition of Pure Premium across each category sector as well as a dedicated menswear offering and a new-look interior. A full re-edit of its central womenswear sections will offer a cleaner layout to increase ease of flow for buyers while a  new location for the womenswear catwalk and a larger bar area for visitors to network will also enhance the buying experience.

Premium womenswear and accessories will be curated into one high-end section and positioned at the front London Olympia’s Grand Hall alongside the brand new invitation-only Premium Footwear section. The new menswear offering will also be positioned at the front of the Grand Hall, adjacent to the contemporary and premium sections, and will provide retailers with an opportunity to diversify their offering and capitalise on the growing menswear market in the UK.

Commenting on the developments, Julie Driscoll, portfolio director for Pure London at i2i Events Group, said; “Working in collaboration with our customers to develop their future buying needs is at the heart of our strategy. We are a department store for the trade and are always looking for ways to refresh our offering and store interior each season in order to refuel the excitement of our buyers. As part of these initiatives I will be unveiling further developments as we near closer the A/W edition of Pure.”

A sensory theme of ‘Electric Beach’ will focus on concepts of discovery, adventure and excitement, with buyers to expect bold, neon colours and vibrant energy.