Pure London and Just Around The Corner to merge from February 2024

Pure London and Just Around The Corner (JATC) are joining forces to create Pure London x JATC, the UK's largest trade show, which will sit under parent company Hyve’s retail division.

The first combined show will take place on 11-13 February 2024 at Olympia London, offering buyers an extensive line-up of designers and brands.

The new destinations will be edited to unite all womenswear, accessories, footwear, menswear, unisex apparel, beauty, watches and jewellery all under the Grand Hall’s roof.

Gloria Sandrucci, Event Director at Pure London x JATC, commented: "This is a landmark development in the history of these two fashion shows driven by the vision and desire to make buying easier and better for buyers. Pure London’s mission is to become Europe’s most inspiring and diverse celebration of fashion providing the best edit of brands, the most trusted trends insights, offer transformative business opportunities while speaking up for sustainability.

"By uniting with JATC, and with Pure London’s 25-year history, the combined teams can pool their expertise, resources, and network to create the leading fashion trade show experience, meeting the needs of buyers and offering the very best collection of brands under one iconic roof at Olympia London."

Pure London x JATC will host a curated collection of over 300 brands, all housed in clearly defined sectors to ensure a seamless buying experience. By combining the two shows, Hyve Group is offering a wide range of fashion businesses, from up-and-coming designers to established luxury labels.

Juls Dawson, Creative Director, Pure London x JATC, added: "Buyers have been asking for a more streamlined trade show calendar for a long time as happens in most other global fashion capitals and with the exciting developments at Olympia and a shared vision to offer the best buying experience, I am excited to be uniting with Pure London to bring in a new era for our community and create a compelling, inclusive, and unified platform for the industry.

"For us, this is a truly exciting next step in the journey of JATC and to partner with Hyve and Pure is just what the industry needs."

This isn't the first time Pure has merged with a fellow tradeshow. Last year, Pure merged with Scoop, also owned by Hyve, at The Truman Brewery, welcoming buyers from across the UK to preview exclusive collections from a curation of emerging and international designers. During the most recent season, Scoop was held in a separate hall from Pure at London Olympia.