summer edition of Premium
summer edition of Premium
 

14 Jan. 2013

Premium turns 10!

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First launched in September 2002, the Premium Exhibition will be celebrating its 10th birthday when it takes place from January 15 to 17. In charge of the Premium, Anita and Norbert Tillmann have eagerly awaited the trade fair, and 10th anniversary party and presentations.

To be held at its usual venue - the Berlin am Gleisdreieck railway station on Luckenwalder Strasse – the trade fair has over 23,000 square meters (nearly 250,000 square feet) of space to work with and features 900 brands from the premium segment as well as special womenswear, menswear, denim, sportswear, shoes and accessories segments. “Our core concept is to be a seasonal curator of brand portfolios. Plus, each season about 25 percent of the newly exhibited apparel, shoes and accessories are new collections which closely match our event profile in order to keep our retail visitors informed and inspired. For our 10th anniversary we are showing what is very likely our best brand scenario. There are a number of new showrooms at our “Station-Berlin” venue as well as a new concept - The Essence of Premium – with a blend of brands, design and artisan craft, authenticity and glamour who been with us at the Premium in the tunnel from the very beginning,” says owner and director Anita Tillmann.

Among other labels, “The Essence of Premium” showcases Giorgio Brato, Mykita, HTC, Robert Collina – the unique collection highlights of the past decade. All the designers will be attending!” The showrooms will have labels like Band of Outsiders and James Perse exhibiting the latest styles for the first time in Berlin, as well as brands such as Dondup, Duvetica, and Ugg Australia. In addition to other exclusive new brands coming to the event in the women’s and men’s fashion categories are labels such as L'Agence, Camilla Skovgaard or Christian Dada, plus for this season the Premium has assembled a top-of-the-line portfolio of sportswear brands and premium denims. These include 7 for all Mankind, Koral Los Angeles, Current/Elliot, J Brand, Hudson Jeans, Paige Denim, Earnest Sewn, Joe's Jeans, Superfine, Mother, and Kuro Denim. “The exhibitors at the Premium add up to a Who’s Who of high-end denim brands,” says Norbert Tillmann.

To mark the anniversary year, the regular trade fair slate of events will be supplemented by a 10th Anniversary Special Edition Collection produced exclusively with partners and a 10th Anniversary Premium & Friends Party. While the Premium will remain open to specialist attendees, there are also to be special events held including end consumer admission to F95 and tying in with the Fashion Week in Berlin. Now that international business has gotten a good foothold in Berlin, after the German capital the next trade fair at the national level will be the Premium Order from February 2 to 5 in Düsseldorf in the Hammer Hallen and then come to a close in Munich at the Zenith Gelände from February 15 to 18.
Melanie Gropler

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