To succeed at the jubilee edition of the Premium trade show which is celebrating its 10 years, you need to be well prepared because the show uses every angle to present 900 collections. Some retailers seem almost overwhelmed with the variety of collections and areas. "We came to find niche products. And this is exactly what we find here", says Andrea Schuetz from Tutto store in Frankfurt am Main. Even though buyers appreciate the big offer some are missing new looks in the collections: "It's difficult to find something really new. There is a lack of innovative knitwear products regarding color and cut", says Alexander Lochner from Lochner Top Fashion & Shoes in Burghausen. Michael Bailly of retail chain Bailly Diehl states: "One is happy if you see something different."

Nevertheless, Premium again proves itself to be the spot to see highly seeked brands such as Iro and Liebeskind as well as newcomers such as French down label Gertrude. Moreover, it's also hosting the who's who of US premium denim brands such as True Religion, Current/Elliott, J Brand, Silver, Koral or Mother.

On the exhibitor side the mood was all good: "I am very satisfied. We met many premium clients that look out for fresh names", says Joerg Nuernberger of Koral.