Bread & butter
Bread & butter
 

09 Jul. 2010

BERLIN'S LEADING ACT

“There seems to be no option without Müller,” said Bread & butter Chief Executive Officer Karl-Heinz Müller in reference to German football and the jeans and streetwear show, which opened on July 7 with more than 650 exhibitors. “Already on the first day, everybody from Russia to Malta was there,” said Blend’s Ed Renner. “The organization is perfect, it’s fantastic infotainment,” G-Star's chief Jos van Tilburg said. Mark Maidment from Ben Sherman added that he was happy about the show’s return to Berlin. To criticism that traffic was slow on the first day, Müller answered: “Our brand portfolio is unbeatable. We’ve developed into a leading international fair. We achieved that as we know about the market and retail very well and don’t act as a common trade show organization.” He also said that space was becoming tighter and as a result the show had expanded into the empty former offices at Tempelhof. The 20% turnover in exhibitors also meant that the show offered newness, namely brands that weren’t present in the European market yet, and subsequently organizers were reviewing brands more carefully than before. Going forward, organizers will work on the set-up of B&B’s anniversary show next summer. “We will celebrate and include exhibitors in our planning,” said Müller. At the end of September, there will be a meeting with all major exhibitors to decide how the show, taking place from July 6-8, should look. The integration of the public also will be discussed with brands. Noted Müller: “It was the right decision to return to Berlin."
Karin Leiberg

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