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Pure London announces extensive international programme ahead of comeback trade show

Jeremy Lim
08 April 2022

Fashion trade show Pure London has announced its investment in an extensive international programme encompassing over 30 countries.

The Hyve Group-operated show, which returns to Olympia London from 17 to 19 July, said the international agent network will allow its fashion events to showcase brands from Peru to Australia.

The new international team is also securing subsidies from more countries to bolster its international brand offering.

In partnership with Business France and Team France Export, the Chèque Relance Export 'Choose France' programme will cover 50% of eligible expenses up to €2,500 for French brands to exhibit at Pure London, with all participating stands featuring a 'Choose France' logo offering a recognised guarantee of quality.

Pure London added that the Polish Development Fund Group's (PFR) 'Go To Brand' Funding offers subsidies up to 85% of costs for Polish fashion brands to participate at Pure London.

Robert Sapwell, European Development Director, UK Division, Hyve Group plc said: "The international agent network is a huge investment which we have built up during the last 18 months enabling Pure London to be the most international market leading event in the UK."

Nihat Berktas, European Development Manager of Pure London, added: "We are very excited to be partnering with Business France to help enable French brands to enter the UK market and showcase their collections at Pure London. All eligible French brands can receive the funding and we are also working alongside The French Women Ready to Wear Federation (FFPAPF) to communicate this initiative, creating regular webinars providing Pure London trend forecasting as well as guidance, support and information on the benefits of targeting the UK market.

"We can already confirm attendance from a host of exciting brands including Art Love, Shan-Shan, Palme, Zen Ethic, Rene Derhy, and look forward to many more joining."

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