ITE Group drops Moda Gent to focus on Pure Man in London

Moda Pure
Pure Man

Moda Gent, the menswear section at the Moda trade show at the NEC in Birmingham, is being closed, as show owners ITE Group look to grow the menswear offer at Pure Man, next to the Pure womenswear show, in London instead from February 2019.

ITE Group announced it was acquiring Ascential Exhibitions, which owns Pure London, as well as other UK B2B events such as the Spring and Autumn Fairs, Glee and BVE, and global events Bett and CWIEME, in May this year for £300m.

It is presumed the move is designed to lend more weight to Pure Man, attracting key brands that have been an important part of Moda Gent’s success in the past, many of which have been requesting a show in London instead of Birmingham for some time.

Moda’s women’s, footwear and accessories show will continue as normal at the NEC in Birmingham, the dates set for 17-19 February 2019. Silvia Collins, previously Event Director for Moda Gent and Accessories, but now Event Director for Moda Accessories, said: “Menswear exhibitors at Moda have been telling me for the past three years that they’d prefer the show to be in London, so all we’re doing is giving them what they’ve been asking for.

“It makes perfect sense to work together with Pure to launch a really brilliant and commercial menswear show from February. They have our full backing,” Collins added. Adam Gough, Head of Menswear at Pure London, will be selling the show space to brands.

The IMC Menswear Show at Towcester in Northamptonshire strategically scheduled its show last August to clash with Moda Gent, which is understood to have had a negative effect on brands signing up to show at Moda.

Following its acquisition of the Ascential events, ITE Group now owns Pure London, Moda, contemporary womenswear show Scoop and menswear event Jacket Required. The new look Pure Man will take place adjoined to Pure London womenswear show on 10-12 February, 2019, at London Olympia.