Pure announces the launch of a new show, called Pure Close to Season. The new event will focus on short-term buyer demand for fashion goods from the fall 2011 and s/s 2012 collections and will run Oct. 23-24 in the Grand Hall at London Olympia. Designed to help buyers meet the increasing demand from their consumers for constantly changing, trend driven product, the show will be held in the Grand Hall at London Olympia. The organizer of Pure Close to Season, Emap, already confirmed the event would include catwalks, trend sessions and business seminars supported by Drapers and WGSN.

According to Pure London’s research, short order has increased 27% in the past three years and retailers are spending 30% more on forward order brand’s injection or top up ranges and thus, there seems to be a market need for a close-to-season event.

Steven Newbold, Managing Director of Pure London, commented: “Pure Close to Season concept has been met with a very positive response from buyers – it will provide an invaluable opportunity to top up collections and source new product, from an inspiring range of footwear, accessory, womenswear and young fashion brands.”

Pure Close to Season will compliment the buying done at Pure London in August and February. The upcoming edition of Pure London (Aug. 7-9, 2011) will be held at Olympia with Pure Spirit still at Earls Court. For the February edition (Feb. 12-14, 2012), they will re-unite being held under one roof at Olympia. The development of a new double-decker hall and other improvements at Olympia will enable Pure to provide the additional space and facilities that exhibitors and visitors demand under one roof.