The 15th edition of Premium Exhibitions turned out to be the most successful one since the beginning of the trade fair in 2003. Altogether, there were 41,807 international visitors, with almost one-half (48%) from the German-speaking countries, followed by Italian retailers and those from the Benelux. Three percent of the buyers came from overseas, specifically countries such as Japan, China, Russia and the USA.

Organizers as well as exhibitors believe the success is not just due to the new Berlin hype triggered by Bread & butter. As Premium CEO Anita Tillmann explains, “Our credo is quality before quantity and we did a good job this time fulfilling both: we had the best retailers and we had plenty of them.”

Organizers had also promised before the start of the show a much higher standard of quality — and obviously succeeded in fulfilling that vow. Several brands including Luis Trenker and Napapijiri, which switched to Premium recently, said they did not regret the move. “We understand ourselves to be a premium lifestyle brand and feel immediately comfortable in this surrounding. The important brands are here,” said Napapijri country manager Uwe Lehmann.

In all, about 900 national and international collections were shown, complete with accessories, shoes and cosmetics. The new menswear day, which started on Tuesday, one day before the trade show officially opened, also debuted successfully.

CEO Norbert Tillmann said Premium Exhibitions is now planning to extend the new menswear section as well as the area for premium sportswear brands.

Another part of the premium concept was the bi-annual young designers’ award. This time the prize of €20,000 went to Dawid Tomaszewski for womenswear, Tsicko (Luca de Regibus) for menswear; and Joshua (Arne Niehaus) for accessories.

The next Premium will take place Jul. 7-9, 2010.

—Isabel Mühlbauer