Just Around the Corner upsizes venue amid growing brand list

Menswear appointment only ‘order writing event’ Just Around the Corner (JATC) has announced it is moving to a larger location – at The Boiler House in east London’s Brick Lane – for its first physical event in 18 months between 19-21 July, 2021, due to “unprecedented demand.”

The new 14,000 sq ft location is upsizing from the usual 4,000 sq ft JATC venue at Just Consultancies HQ at the Rag Factory, 16-18 Heneage Street, also in east London, which has been the show’s location since the first one in July 2018 which featured 10 brands.

This summer’s edition will feature collections from an estimated 40 brands, including first time exhibitors at JATC, Farah, Luke 1977 and Alpha Industries. Although it is an appointment only event, visitors are also welcome to peruse other collections while they are there, but the emphasis is very much on writing orders as opposed to the more laid-back traditional trade show format.

According to Juls Dawson, Managing Director and owner of sales agency Just Consultancies and JATC, who will be showing brands including Fila, Kickers apparel, Russell Athletic, the number of brands showing is looking likely to double from the 20 which showed at the last pre-pandemic event in January, 2020.

There are 30 brands confirmed so far for July, and others waiting in the wings. The “unprecedented demand” is partially due to there being no other mainstream menswear events taking place this July in London, although there will be the more premium Welcome Edition, taking place between 19-23 July at 1 Bath Street, also in east London.

Dawson said: “Both brands and buyers are eager to interface after such a long time of separation. So, after an 18-month hiatus, Just Around the Corner is back! We’ve had over a year of virtual relationships and there has been an incredible reaction from the menswear trade at the prospect of an event involving physical interaction with people and actual product. The stage is set for a great order writing event.

“With very little option for other shows – both in the UK and abroad this summer – the appetite is there, and Just Around the Corner will become the destination this July to reconnect. Most importantly, the principle of our event is to write orders, as its origins stem from our showroom, with over 200 buyers across the threshold at the last edition.

Other brands to have confirmed to show at JATC this July include Artsac, Belvotti Milano, Blundstone, Consigned, Caterpillar, Cruyff, G-Star, Nautica, Osprey London, Weekend Offender, Guess, Lambretta, Mantidy, O’Neill, Religion, BALR, Unfair Athletic and Original Penguin.

Ben Dyl, Sales Manager at Extras Group, showing both Artsac and Consigned, commented: “Just Around the Corner is a great event in an intimate setting, and a fantastic opportunity to be aligned next to some amazing brands. The event is certainly quality over quantity which will always attract the right kind of buyers, and we’re excited to be part of the show.”