About Pure London
Pure London presents itself as the UK's leading trade buying event for fashion. Previously held at Olympia London, it is aimed at the retailers who stock independent boutiques, department stores and online shops. Its focus is collections across womenswear, footwear, accessories and jewellery, presented by brands looking to open new wholesale accounts and meet existing stockists.
The show is organised by Hyve Group, which also runs Spring Fair. Pure now operates as part of Spring Fair at the NEC in Birmingham, forming a combined fashion destination within the wider home, gift and lifestyle event. The organiser presented the change as a response to how the fashion industry's needs have evolved.
Visitors are trade buyers: owners of independent fashion and lifestyle boutiques, buyers from chains and department stores, and online retailers. Because they arrive within a much larger retail event, they include gift and lifestyle stockists who may add fashion, accessories or jewellery to their ranges, as well as dedicated fashion buyers.
Brands exhibit at Pure to write orders, test new lines with buyers, and keep a visible presence in front of the UK retail trade. Accessories and jewellery labels in particular can benefit from the crossover audience, since their products often sit well in gift and lifestyle shops as well as clothing boutiques. Supporting content, including the Inside Fashion blog and the Fashion Questions podcast, keeps the brand active between shows.
Next edition
Pure London 2027: what to expect
Pure London runs from 7 to 10 February 2027 at the NEC in Birmingham as part of Spring Fair, its first edition after leaving Olympia London. Opening hours are 9:00 to 18:00 from Sunday to Tuesday, closing at 16:00 on the Wednesday.
The move changes the audience as well as the venue. Fashion brands will now sit within a much larger buying event, with retailers from gift, home and lifestyle sharing the halls, so exhibitors who previously relied on a fashion-only crowd should think about how their stand speaks to a crossover buyer as well.
Practically, exhibitors used to Olympia should not assume previous logistics carry over. The NEC has its own build schedules, delivery routes and hall rules, and a four-day show finishing early on the Wednesday needs a breakdown plan that fits the shorter final day.