Pure London x JATC organisers reveal what’s in store for buyers at first ever combined show

Event organisers have announced further details for the inaugural Pure London x JATC, which will take place at Olympia this February. Visitors can expect a “revolutionary buying event”, with 300 brands presenting their latest collections across nine different destinations. Organisers also promise a programme of “industry leading educational seminars” to inspire retail owners and buyers.

Just Around the Corner (JATC), which first announced it was merging with Pure London in August, will be positioned in the venue’s upstairs Grand Hall Gallery alongside Footwear, Accessories, Menswear and Lifestyle and Beauty. Downstairs in the Grand Hall, the show’s Woman destination will feature collections from both established and up and coming brands. There will also be a POP section offering a diverse selection of alternative, streetwear and gender-fluid collections. Lastly, February’s show will see the return of the Sustainable destination, showcasing a curated selection of conscious exhibitors.

Key brands signed up for the show include Lily and Me, Access, AX Paris, Outerknown, GWD, La Fee Maraboutee and Mirayama.


Pure London event director Gloria Sandrucci comments: “The first Pure London x JATC combined show will be a truly landmark event for the fashion industry.  I am incredibly excited for visitors and buyers to see what can be achieved when two exciting shows and dedicated teams come together. Pure London in the Grand Hall will be a fantastic and diverse showcase of everything women’s fashion has to offer, it is set to be the largest destination at the show which represents the breath of the collections for buyers to discover.”

JATC creative director Juls Dawson adds: “JATC has always strived to deliver what buyers truly need and I am proud that the first edition of Pure London x JATC will offer the industry over 300 brands across a variety of destinations creating a streamlined and cohesive experience.  The launch of Pure London x JATC is an exciting moment for the industry and for everyone on the team.”

Pure London x JATC will take place from 11 – 13 February 2024 at Olympia London, presenting a curated selection of over 300 brands. Scoop International will also take place over the same dates at Olympia West.