Yesterday, this year’s winter edition of Berlin’s Premium trade show was ending with quite positive results. The fair’s 10th birthday edition, presenting a mix of newcomers and established brands from womenswear, menswear, denim, sportswear, shoes and accessories, took place from January 15th to 17th, held at its usual venue the Station/Gleisdreieck on Luckenwalder Strasse. The overall mood during the fair was very optimistic, with continuously crowded booths and busy areas. Both, buyers and exhibitors, were satisfied with the assortment and traffic at Premium.

“We’ve had a good fair, lots of people stopping by, new contacts and a few orders. The kind of intimate, yet casual setting at the fair and the quality of the customers fit our brand very well. The traffic was quite mixed, yet with the majority of German and Austrian visitors. For our brand, stressing the German market, with our new showroom and agent in Berlin, the fair is the right spot to be. We’ll move on to Paris to meet our international customers there. Caroline Millar, Sales Executive Twenty8Twelve.

The fair, which is at full capacity, seemed quite packed with steady visitors throughout the three days. Of its 900 brands and 1,400 collections, 25% were new exhibitors. “This is our first season at the fairs in Berlin and we did quite well” says Siri Arnesen, Norway Agent for Petit Bateau reports. Especially known for childrenswear, the french brand participated in Premium to present their newly launched womens and menswear collection in cooperation with French designer duo Kitsuné. “As the line is quite new, meeting customers at the fair gives us a feel how the products are received. The set up and exhibiting labels here fit our brand very well. We had a good start, meeting new contacts.”
Premium Berlin
Premium Berlin

Exhibitors especially appreciated the quality of the comfortable, relaxed, yet professional work atmosphere and overall direction of Premium. However, there is a demand for more international customers. “For us, Premium is the most forward show in Berlin and we feel perfectly presented here. We’ve talked to lots of new contacts mainly from Germany and Austria. Still, we’d love to welcome more international clients at the fair“, Simone Chrystall, managing director of i heart says.

“We’ve been with Premium for many years, but this season was one of the best fairs we’ve done lately with lots of traffic and good customers. Even the last day was well visited, compared to other seasons, with brands and visitors leaving their booths and the fair quite early. I think, moving the show one day ahead may become very accepted, especially as Friday and the weekend is important for the retailers in-store business“, Eric Oberstein, CEO CP Fashion and agent for Silver Jeans says.

This season, Premium started one day earlier due to the overlap with the trade shows in Paris. “In the long term and in the future we think it is a good idea to spread out the dates of Fashion Week Berlin. It shows that Berlin has grown. Nevertheless, all international schedules should be well coordinated and should accommodate the needs of the industry and all involved“, Anita Tillmann stats.

Premium Young Designers Award
In addition, the seasonal Young Designers Award was once again handed out by Premium at their fashion store F95 at Gleisdreieck. The Awards went to belgium designer Tom van der Borght for best womenswear, to danish Asger Juel Larsen for best menswear and to italian designer Benedetta Bruzziches for best Accessories.

Premium Order
The show goes on: After international business has gotten underway in Berlin, it will then continue on the national level at the Premium Order from February 2 to 5 in Düsseldorf in Hammer Halls and then concluding in Munich at the Zenith Gelände from February 15 to 18.