“We have been exhibiting at Premium from the very beginning, when it started at Tunnel years ago, but it never appeared as crowded as these days,” Gabriele Bohlen, Director of Flip Agency in Munich, said. With cabs blocking the streets and visitors queuing up in front of the post office station at Gleisdreieck remaining a bargain sale, Premium successfully kicked off its meanwhile 17th tradeshow edition which took place Jan. 19-21. As Premium announced, 59,117 visitors were attracted.

The booths continuously appeared pretty busy all three days, with people discussing the latest trends and newest collections while the hosts of the tradeshow, Anita and Norbert Tillmann, Managing Directors of Premium, were all over the place to either guide the international press through some of the fair’s highlights, to prepare the complementary workshop and symposia, or to welcome the city’s mayor, Klaus Wowereit, and Escada’s rescuer and new owner, Megha Mittal, on-site. “This Premium was very successful. Already during the first two days, we’ve had almost more visitors than on all three days together last season,” Norbert Tillmann stated, with announcing detailed figures within the next days. Even though having expanded space at hall 7 plus having livened up the ‘Atelier’ in front of the building for the first time - with altogether more than 3,000 extra square meters - the fair seemed to burst at the seams. “Considering the incoming requests of applying brands, we’d need to expand even more. Next season will be a big challenge for us,” he added.

To kick off Berlin’s Fashion Week, Premium awarded their own Young Designers Award at F95 store, with the winners having been announced last Monday. Chosen in the category best womenswear with its effortless-looking, high-quality silk dresses was German label Liebig. “We are happy about the YDA and the opportunity to exhibit at Premium again next season. The fair’s dynamic feel and the creative environment with high-quality brands fit us very well. The platform is a great opportunity to meet clients and to introduce our young label. We participated at Premium with our very first collection last season and immediately met more than 30 new customers, including Quartier 206, Engelhorn or Breuninger,” Olivia Pflugfelder and Sandra Liermann said.

After the YDA and its pre-opening of Premium Menswear on Tuesday, more than 980 international brands exhibited at the fair to show its extensive portfolio of luxury brands, segmented in areas like sophisticated men’s & women’s collections, contemporary fashion, premium denims, luxury sportswear, progressive street fashion and organic fashion, as well as selected accessories. Having big players on one hand, and smaller trend concepts and collections on the other hand, Premium’s portfolio was well received. “The success proves, that selecting the collections is very important and highly valued by the visitors,” Anita Tillmann commented.

The new Seek edition with its progressive brands and references to art and music welcomed the visitors in the former ticket hall of the post office station. “We moved from the big hall to the more intimate Seek area as it fits our brand better and provides a very directional platform with a mixture of interesting fashion-forward collections,” Sandra Löfgren of 5th Avenue Shoe Repair said.

The overall mood of all parties was very enthusiastic and optimistic. The audience especially valued the relaxed atmosphere and clear arrangements of the segments, creating a true and professional working environment, less party but more product-focused. „The fair was well attended from the very beginning, and there were more international visitors than the seasons before. We met new German clients as well as buyers from the UK and Scandinavia – only the French tend to stay in Paris,” Hyun Lee, PR & Sales Agent of Danish brand Best Behavior, said. Kerstin Schmidt from InTouch Agency confirmed: “There were quite a few high-end retailers at Premium, who haven’t been here for several seasons but start to come back“. Also Gabriele Bohlen from Flip Munich was happy to see a quite impressive line-up of retailers this time: „Everybody came – department stores like P&C or Galeries Lafayette, as well as retailers and boutiques like Conley’s, Jades and Maendler. As we are selling key items rather than large collections, I also wrote quite a lot of orders on-site. I am very satisfied. The only pity is the overlap of Munich order with New York’s Coterie show which many of our clients attend“.

Following the fair in January, the tour will go on: Premium Order will be held Feb. 5-8, 2011, in Düsseldorf and Feb. 19-22 in Munich. The fair’s summer edition will start on July 5, 2011, with Premium Men, with the regular Premium platform continuing July 6-8.