Feb 24, 2015
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Bread & Butter: privileging agents and startups

Feb 24, 2015

Under judicial review since December, Bread & Butter is aiming to relaunch in July, after a mini showroom-like version in January. On Tuesday, judicial administrator Christian Graf Brockdorff confirmed that the necessary funding is available and that the trade fair will indeed take place, under the theme "Modern Urban Lifestyle".

The trade fair will take place from 7 to 9 July at the Tempelhof airport, and not on 2 to 4 July as previously announced. Hence, it will take place at the same time as the other trade fairs (Premium, Bright and Seek are all scheduled to begin on the 8th). What is interesting is that there is no longer a Saturday on the programme, which is stirring rumours that the fair will be open to the general public.

The question is: how many brands and buyers will make the trip to the trade fair? - Bread&Butter

In terms of its segments, the trade fair, which will have to convince exhibitors to return, especially those who lost their deposit following the legal proceedings, is not planning on any hoopla or fanfare, it will simply focus on its Contemporary Mens and Womenswear, Superior Fashion, Denim & Urbanwear, Sport & Streetwear, and L.O.C.K. and Fire Dept segments.

However, there are two novelties to report: Design & Agents and an initiative for the smallest companies. Gone then are the huge stands, replaced instead by new discoveries and pre-orders. Hangar 6, with its 75,000 ft², will welcome sales agents and designers, who will be able to choose a fully-equipped stand ranging anywhere from 100 to 1,300 ft². In addition, to provide visitors with new options, Bread & Butter will also offer free placement for small companies in the fashion, sport, well-being, gastronomy, homewear, mobility and communications sectors. Applications will be reviewed until the end of May.

Finally, a strong initiative, rate transparency. The trade fair's press release announces a rental price of 249 euros per square metre (10.8 ft²) and even 149 euros for those who sign up before mid-April. Now it remains to be seen whether brands will put their trust back into Bread & Butter and especially if they are attracted by a large-scale trade fair even though the current trend for many labels is to opt for showrooms or niche events.

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