With immediate effect, Bread & butter stops all activities regarding the kidswear plans and cancels the previously announced edition of Bread & butter Youngstars, originally scheduled for July 15-17, 2011. “After many talks with participants in the kidswear section and the following detailed analysis of the kidswear market as well as its distribution and marketing structures, we were convinced that the industry has a strong need for a fresh project,” Karl-Keinz Müller says. Up to now, 70 smaller labels and brands have applied for the edition; the larger, top-selling players couldn’t be convinced to participate in the Bread & butter Youngstars edition, according to Müller. “With such a small number of participants, an independent, strong show can simply not be realized,” he continues. “We were not able to accomplish our ambitious goals and that’s why we close the chapter of kidswear.”

The kidswear brands as well as 3,000 already registered retailers and buyers had been informed on Friday, April 8.