The second edition of the specialized streetwear and casual trade show Novomania, held in Shanghai's ShanghaiMart March 9-11, registered significant results: Novomania hosted 100 brands (compared to 80 in 2010) and attracted a total of 11,158 visitors (compared to 8,000 buyers in 2010 ). As a result, from 2012 on, Novomania, will take place twice a year, (February/March and September), instead of just once a year. Moreover, it will change its location and move to a former Shanghai Expo pavilion.

The recently ended edition presented top-end jeanswear brands such as Levi's, Replay, Tom Tailor, G-Star, Edwin, Freesoul, Gas, Bomboogie - already participating in 2010 - and welcomed significant new entries from street and lifestyle brands such as Billabong, Circa/Osiris and Vans which presented their collections within fun environments like beach parties, skaters' and BMX riders' live performances.

The trade show not only hosts international clothing manufacturers exhibitors but also Novo Retail, a section dedicated to real estate development groups. The aim of this second initiative is to offer exhibiting brands the opportunity to seek distribution partnership through Novo Retail's own distribution network which, at present, is counting more than 500 doors between franchising and retail.