Berlin’s new luxe trade show Premium benefited from the return of Bread & butter to the German capital. Managing Directors Anita Tillmann and Norbert Tillmann counted more than 31,600 visitors during the 14th edition (Jul. 1-3) at the former Postbahnhof The Station (in January the number of guests was about 16,000).

Visitor makeup comprised the following: 62% came from Germany, Austria and Switzerland; 21% from Italy; 7% from the UK; 5% from the Benelux countries; 4% from Scandinavia; and 1% from overseas (Japan, China, Russia, USA).

“I had the impression that Premium was more international again. A lot of visitors from Italy and the UK visited our booth,” said Barbara Signori of the Italian company Indas that showed its brands Etiqueta Negra and Tortuga.

Even then, buyers liked the overall relaxed atmosphere and the clear arrangement of segments that created a true working environment. "All areas showed their own identity; we liked especially the variety of accessories and the Seek Area with young denim brands,” said Ulrike Möslinger of Galeries Lafayette Berlin. “For us, Premium remains very important with an interesting mix of brands and the price level.”

Gaby Schneider, the German sales agent for Current/Elliott, added: “For us it was clear in the beginning to show at Premium. We run a premium label and therefore this trade show guarantees the right brand environment and buyers.”

—Sabine Kühnl