“There’s nothing like buying in the flesh” – Pure London’s return to Olympia garners rave reviews

Pure London

Buyers battled the UK heatwave last weekend to attend the latest edition of Pure London. Returning to Olympia for the first time in over two years, the three-day event offered a unique mix of new and established global brands, inspirational educational content, catwalk shows and trend presentations. Visitors were also able to attend Scoop, which took place for the first time in the newly refurbished Olympia West.

Gloria Sandrucci

Event Director Gloria Sandrucci says she is positive about the future vision for the show and was delighted to have welcomed so many retailers back to Olympia: “The weather conditions weren’t ideal, but our VIP buyers’ programme has been incredibly successful and we’ve made buyer journeys and their time at the show as easy and cool as possible. Our vision for the future of Pure London is extremely exciting – we have so many new launches to follow the success of Pure Jewel.”  

She adds: “We offer the most comprehensive global fashion offering for retailers – Pure London’s future is global, educative, and inspiring, and myself and the Pure London team feel honoured to be a part of its journey. This is just the beginning.”

Jayley on the Pure London catwalk

Buyers said they were pleased to be back at the show’s usual venue and were impressed by its comprehensive offer of new collections and education. Those attending the show included buyers from Jane Young in Newark, Hoopers in Wilmslow, LilyRose Boutique in Moira, Northern Ireland and Loulou Boutique in Wales.

Roberta and Carl Jacklin, co-owners of Agatha in Lincoln, say: “The way the show is been organised was fantastic, we like how it is divided into destinations and the vibe of the show is really good. We come every season to see if there are any new brands that we have missed or any trends to be alerted to. Post pandemic, it’s nice to be able to see and feel brands rather than doing your buying on Zoom.”

Meanwhile, Sophi Pickard, founder of lifestyle indie The White Room in Bideford, says: “There’s nothing like buying in the flesh, meeting people, making connections and investing in the brand. I’ve been really impressed with the brands here, especially, D.E.C.K and One Hundred Stars. I’m so happy about the orders I’ve placed today. The completeness of Pure London sets it apart from any other trade show. Eighty per cent of our stock is clothing and having it all under one roof makes discovery easy.”

She adds: “Sustainability is our number one priority. More and more of our customers are asking “Where was it made? How was it made? What is it made of?” It’s really important for us to source ethically and sustainably now.”

Lastly, Emma Brockbank from Along Came She in Lewes, comments: “It is so great to be back at Pure London. We’re focused on colour and sustainability, so it’s really important to be able to see sustainable and ethical exhibitors in one place.”

Following this season’s launch of Pure Jewel, organisers have announced the show will introduce Purely Sustainable, Pure Edge and Source Fashion to its line-up for February 2023. Meanwhile, there will also further developments within the sub-sectors of its Womenswear destination to include Premium, Gen Z and Pure Body.  

The next edition of Pure London will take place at Olympia on 12 -14 February 2023.