Premium Group to move major trade shows to Frankfurt for January 2022

German trade shows Premium and Seek are moving to Frankfurt next year, with the shows taking place at the same venue from 18 – 20 January 2022. The events will also host major B2C festival The Ground for the first time, which will focus on sustainable fashion brands for the younger generation.

The shows, which previously took place in separate venues over the same dates in Berlin, present a range of European brands across womenswear, menswear, accessories and homewares. Brands taking part in previous editions include the likes of Karl Lagerfeld, Gant, Boyish, Veja, Eastpak and Fred Perry.

“No city in Germany – no city in Europe – stands for business relevance and trading power as much as Frankfurt am Main,” explains Premium’s managing partner Anita Tillmann. “We now have a unique opportunity to actively shape the future together. Premium Group provides the industry with the platform, the brands with the creative content. With this new mix of location, entertainment, creative industry and trading focus, we are creating a unique momentum after the pandemic.”

Visitors can expect more space at the new show format with new areas and shorter distances between stands. Trends, brands and events will be placed together with new and established partners under the same roof for the first time.

“Seek is getting another real upgrade with the move,” says creative director Maren Wiebus. “We’re bringing Europe’s most relevant fashion companies together in Frankfurt, turning the city into the new fashion and creative hub.”

Meanwhile, new B2C event The Ground is aimed at Gen Z fashion fans who organisers say “have a strong stance on current social and environmental challenges and expects brands to reflect them.” B2C expert Kai Zollhöfer, who has worked on Bread and Butter, has joined the Premium Group team to help create the event. He says: “There is a desire for a more conscious lifestyle, but this trend is currently not yet reflected in actual shopping behaviour. In between lies the so-called attitude-behaviour gap, which The Ground wants to close further as a platform for brands with transparency and cool communication. We have to talk openly about how to do this in order to learn from each other so that we can take as many people as possible with us on this journey to a more sustainable future.”