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JOOR and Premium Group renew partnership for “first fully hybrid trade show” in Berlin

Tom Bottomley
09 June 2022

Wholesale management platform JOOR and Premium Group, the organiser of fashion trade shows PREMIUM AND SEEK in Berlin, have renewed their partnership for the forthcoming SS23 editions to deliver the first fully hybrid approach to trade shows.

Both shows, running from 7-9 July 2022, will be taking place at Messe Berlin in the west of the German capital, but buyers will also be able to discover the full portfolio of brands 24/7 by visiting JOOR Passport, a digital trade show destination, from June 28 – August 19, 2022.

Throughout the duration of the show, in-person buyers and visitors will have the ability to shop via the Premium Group mobile app. By simply scanning a brand’s corresponding QR code, visitors will link to the brand’s custom profile on JOOR Passport and be able to shop collections directly on the platform.

Brands participating include Drykorn, Closed, Bertoni, Ecoalf, Wrangler and Absolut Cashmere.

Jörg Arntz, Managing Director of Premium Group, said: “We are very much looking forward to the launch of our first hybrid trade show experience this summer. For the first time ever, we will enable a smooth transition between the benefits of our physical shows and digital order processes.

“Partnering with the leading wholesale management platform JOOR delivers excellent execution to boost and extend the business making of both brands and retailers.”

Chris Akrimi, Chief Revenue Officer at JOOR, added: “The much anticipated return of Premium Group’s in-person trade shows will be a showcase for JOOR’s advanced hybrid technology, allowing brands and retailers to connect on and off-line before, during and after the SS23 PREMIUM and SEEK shows.”

Additionally, the shows will be joined by two further components; The Ground, which is a direct-to-consumer creative platform for brands and consumers to meet, connect, and collaborate through one-of-a-kind experiences, engaging content, and innovative products, while FASHIONTECH features masterclasses and panel discussions “from the fashion industry’s most brilliant minds”.

A calendar of content includes “deep dives” into strong, successful, and sustainable strategies, and as part of the content offer JOOR will facilitate a masterclass on ‘Digital Wholesale’, and a future-looking roundtable discussion with four leading fashion brands, as yet to be revealed, on the FASHIONTECH stage.

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