The organizers of the Bread & Butter show have decided to return to Barcelona for its winter edition in the next three years and to remain in Berlin only for its summer edition. The move seems to be clearly intended to counter the expansion of Premium, Panorama, Bright and other trade shows that have sprung up in Berlin over the years, taking exhibitors away from Bread & Butter. None of them has said yet what they will do next January.
The Bread & Butter show also announced that it would organize a new Asian edition of the show, to take place in Seoul on Sept. 3-5, 2015. The organizers, who had previously considered an exhibition in Istanbul, has invited all interested brands to Seoul this September to assess the situation there.
After the Bread & Butter opened its doors for the first time in July 2001 in Cologne, the show moved to the Siemens Kabelwerk in Berlin-Spandau in January 2003. Two years later, in July 2005, Bread & Butter moved to the Montjuic venue of the Fira de Barcelona, where it stayed for eight seasons. In July 2009, the show moved back to Berlin, this time to the former Tempelhof airport, where it has been held for 11 seasons.
However, the organizers of the show signed a contract for 20 seasons when they returned to Berlin in July 2009, indicating that they will have to pay some penalties for the no-show. Bread & Butter has now signed a contract with the Fira de Barcelona for the next three winter editions, with the possibility to extend the partnership in the future.
The show returning to Barcelona will be held next Jan. 8-10. With the new dates, Bread & Butter will open before all other European trade shows, thereby becoming the season's first event. Previously, in May, Bread & Butter had announced that its show would take place a couple of days later in January than in the last couple of years. The show was supposed to take place on Jan. 20-22 at the former Tempelhof airport. The Premium fashion show, which was always held simultaneously with the Bread & Butter show, changed its dates accordingly to Jan. 19-21.
The fashion week in London is set to take place on Jan. 10-12, followed by Pitti Uomo in Florence on Jan. 13-16 and Who's Next, which is due to start in Paris on Jan. 23. The organizers of the Pitti Uomo show declared in public their discontentment with the new dates of the Bread & Butter and the fact that Karl-Heinz Müller, president of the Bread & Butter show, did not give them notice before announcing the new date in public. Raffaello Napoleone, chief executive officer of Pitti Imagine, organizer of the Pitti Uomo, tried in the last years to organize a coherent calendar of European trade shows.
Quite a few men's sportswear brands have moved from Bread & Butter to the Pitti Uomo including G-Star, a brand that had exhibited there from the start.
At this year's winter edition, which was held on Jan. 14-16 in Berlin with fewer exhibitors and visitors, the organizers of the show announced there would be two additional days for the general public at the next edition. The idea was withdrawn because of opposition from the majority of the exhibitors. Nevertheless, quite a few brands still chose not to exhibit at all or move to other trade shows held simultaneously in Berlin in July.
KangaROOS moved from Bread & Butter to Bright, taking place on Jan. 8-10 in the former Jandorf warehouse. Toms Shoes and Superga moved to the Premium show, held simultaneously with Bread & Butter and Bright. New Era, Flip Flop, Red Wing Shoes and EMU did not exhibit at all in Berlin this summer.
Bread & Butter had to change something. For a start, the organizers opted for a change of location and date next winter. The winter edition will be held Jan. 8-10 in Barcelona under the motto “Always the sun.” According the organizers of the show, the decision for Barcelona was taken in order to accommodate the Southern European markets, to cover Europe completely and to make Bread & Butter even more international.
The summer edition 2015 will again be held in Berlin, although exact dates were not announced. It has not yet been said what will happen to the contract the Bread & Butter show has with the city of Berlin for the use of the former Tempelhof airport which runs until Jan. 2019.