Move over London. Events and exhibitions specialist Hyve Group is making an important addition to Spring Fair, welcoming the Pure brand to the Birmingham-based show from February.

Pure will transition to Spring Fair at Birmingham NEC to sit alongside Moda and create Moda x Pure for the 2-5 February event.

The new “strategic refocus” will mark the conclusion of Pure London x JATC as a standalone event at London Olympia, Hyve said.

However, Hyve Group noted its Scoop International and Source Fashion shows will continue to be staged at London Olympia.

It said the move “aims to strengthen Spring Fair’s position as a destination for the fashion sector, driven by evolving market conditions and the desire for a more integrated buying space for fashion retailers”. 

It added: “Spring Fair already attracts more relevant London-based buyers, making it a natural fit for this transition. The move ensures that Pure’s legacy continues, in a format that better meets the needs of today’s fashion industry”.

​Pure’s catwalk will continue to feature prominently at Moda x Pure, “showcasing the latest collections and trends to inspire buyers”. It will also continue to collaborate with a trends partner “to offer expert insights, helping brands and buyers stay ahead of the curve in an ever-evolving market”.

Jackson Szabo, Retail Portfolio director at Hyve Group added: “Despite this rich legacy, the show in its current format is no longer sustainable in today’s market. 

“As the industry evolves, it’s crucial for us to adapt our offerings to strengthen Hyve Group’s position at the forefront of fashion events. By positioning Pure and Moda together at Spring Fair and focusing on London’s premium fashion event Scoop and Source Fashion, we ensure that Hyve Group continues to deliver the commercial opportunities that brands and buyers seek.”
 
Gloria Sandrucci, Event director of Pure London x JATC, also said: “Pure has been a pillar of the fashion industry for over 30 years, showcasing incredible talent and connecting brands with buyers from across the globe. Its legacy is one of creativity, innovation, and fostering strong industry connections, and we are very proud of what it has achieved. Transitioning Pure to Spring Fair ensures its spirit continues in a way that reflects the changing needs of the industry.”

The Scoop International show will take place at London’s Olympia across 9-11 February. And from next July, Scoop International will move to the National Hall at Olympia, as the venue “unveils its exciting new development that aligns itself with the Scoop DNA”.
 
Source Fashion, the newest addition to Hyve Group’s fashion portfolio, will continue to take place twice yearly at Olympia London. The next edition will be staged from 18-20 February.