Pure London to return as standalone show next season

By

Sandra Halliday

Published
Feb 10, 2022

Pure London, the major trade show that was put on hold as a result of the pandemic, will be back in July with its first show at London’s Olympia in two years.

The event has for the past two seasons been combined on a much smaller scale with sister show Scoop with the latest Scoop x Pure show finishing on Thursday.

But a return to Olympia is a crucial move as it will allow Pure to host a much wider variety of brands and price levels, as well as reviving its focus on specific sectors of the industry. Previously Pure had sizeable sections dedicated to areas such as sourcing, emerging names, athleisure and sustainability.

It will take place from 17-19 July and will add a fine jewellery segment for the first time, reflecting the buoyancy in the upscale jewellery sector at present. 

The company said the new jewellery area “acknowledges the need for jewellers, designers, jewellery brands, loose gems, and jewellery manufacturers to connect”.

The VIP buyer programme will also be relaunched.

Organiser Hyve Group’s divisional MD of fashion Julie Driscoll said the event has an “incredible long-standing heritage as the market-leading show for fashion”.

Meanwhile Scoop, with which Pure has been partnering, will return to being a solo show and will move from the Old Truman Brewery to Old Billingsgate in the City of London. It will take place from 12-14 July.