good mood at Premium
good mood at Premium

09 Jul. 2012


This season’s edition of Berlin’s Premium trade show was ending with quite positive results. The 20th edition of the New Luxe Fair, presenting a mix of newcomers and established brands from womenswear, menswear, denim, sportswear, shoes and accessories, took place from July 4th to 6th at the Station/Gleisdreieck on Luckenwalder Strasse.

The attendance figures reveal all well, Anita and Norbert Tillmann stated: “We’ve again surpassed the results of last season!” According to the organizers, about 38% visitors came from Germany, Austria and Switzerland, 25% from South Europe, 22% from Benelux and France, 5% from Scandinavia, 5% from overseas, 3% from Eastern Europe and 3% from UK and Ireland. The fair, which is at full capacity, seemed quite packed with visitors. Of its 800 brands and 1,400 collections, 23% remained new exhibitors.

content exhibitors and visitors at Premium
content exhibitors and visitors at Premium
Despite the unfortunate energy black out on the first day, caused by the power supply company, the overall mood during the fair kept optimistic, with crowded booths and areas. Both buyers and exhibitors were satisfied with the assortment and traffic at Premium:

„This is our 3rd season at Premium. We moved to Hall 1, as Hall 7 appears very tight at the moment. We are located right next to a few other scandinavian brands, targeting similar buyers. Over the days, there was a good mix of smaller retailers and leading houses, including Engelhorn, P&C or de Bijenkorf. Premium’s brandportfolio fits us very well and we feel in a good position here”, Maja Arpi, Sales Manager at Baum und Pferdgarten reports.

Esther de Leeuwe, Sales Manger at Ready to Fish stated: „We are back at Premium with our main collection but also introducing our new subline Ilja, with exclusive handmade pieces. We’ve met lots of our existing clients as well as new contacts such as Harvey Nichols, Selfridges or P&C. Premium is a good fit for us as Seek is too urban and Capsule too studenty for our brand.”
chill out area at Premium
chill out area at Premium

Also Danish brand Bruuns Bazaar made its way to Berlin as one of their international stops this year: „In 2012 we only do Berlin and Who’s Next in Paris. As we are quite big in Denmark and Scandinavia, we’ll skip Danish Fashion Week this time and enforce on the German market. We see big potential here”, Thomas Juul, Sales Director says.  Also shoe brand United Nude is keen on the german market and praised the fair’s quality: “The high-quality assortment of Premium fits us very well. We want to expand into the german market as we feel there is the same minimalistic approach and taste for our products”, Arielle Doelradjak, Marketing and PR Manager says.

Exhibitors especially appreciated the quality of the the comfortable, relaxed, yet professional work atmosphere, which also drew new exhibitors along: “After several years at Bread & Butter, this is our first time at Premium. We moved here as we feel the status of our brand has become even higher and fits better to Premium’s assortment,” said Teresa Fernandez of Custo Barcelona. “We’ve had lots of people stopping by, new contacts and a few orders.”

Trying to optimize the overall layout, there were structural adjustments on how the halls were distributed this time: Hall 7, continually enlarged over recent seasons, was added by a new avantgarde area, while Hall 5 now appeared as the main hall, extended by a terrace, going to serve as an exhibition area for more men’s collections - and also offers a lounge area. Hall 2, which was previously reserved for the restaurant area, was used as an exhibition space for the first time this summer. This building now featured high-quality jewelry, watches, handbags, belts, hats, shawls, cosmetics, and perfumes. In Hall 4, the former accessories hall, the organizers did put the focus on shoes. As usual, the inner courtyard of Station-Berlin was used as an exhibition space with a range of different concepts.

Premium Young Designers Award
In addition, the day before the start of the official fashion week schedule, Premium awarded the winners of its seasonal Young Designers Award, hosted at the F95 fashion store at Gleisdreieck. The awards went to designer Julia Seregina for best womenswear, to the design duo of Breaks London for best menswaer and the label Kuboraum for best accessories.
Winner at Premium's Young Designers Award
Winner at Premium's Young Designers Award

Premium Order
The show goes on: After international business has gotten underway in Berlin, it will then continue on the national level at the Premium Order from July 21 to 24 in Düsseldorf in Colorium Haus and then concluding in Munich at the Zenith Gelände from August 4 to 7.

Karin Leiberg

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