Online e-commerce platform Zalando has cancelled its Berlin-based fashion fair Bread&&Butter. Zalando took over the insolvent trade show three years ago, and transformed it into a consumer-facing fashion festival.

A spokeswoman confirmed a report of the cancellation from German business newspaper Handelsblatt on Wednesday.

“Everything we do and try out has to be a strategic addition to our business and, at the same time, scalable,” co-CEO David Schneider told Handelsblatt. “Bread&&Butter simply pushed us beyond our natural limits, which is why we will not continue the trade show - at least for 2019.”

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In the future, he said the company could revive the idea of “single brand events in selected cities”. Zalando still owns the fair’s trademark rights, “so we are still considering whether to continue with Bread&&Butter or start new events,” Schneider said.