Pure London
Pure London is the UK's leading B2B fashion trade show, operated by Hyve Group, serving retailers, brands, and buyers with bi-annual events combining finished fashion, sourcing, and jewellery. It is transitioning from Olympia London to NEC Birmingham with Spring Fair from February 2027.
- Company typePrivate
- Founded1985
- HeadquartersHammersmith, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Pure London does
Pure London is the UK's leading B2B fashion trade show, operated by Hyve Group (a private UK company, company number 7925964, England and Wales), and serves fashion retailers, buyers, brands, designers, and fashion sourcing professionals. The event runs bi-annually and brings together the entire fashion supply chain under one roof — from fibre and raw-material sourcing (Pure Origin), through to finished ready-to-wear garments (Pure London), with dedicated destinations for jewellery (Pure Jewel) and sustainable fashion (Pure Conscious). The show historically operated at Olympia London; in February 2024 it combined with JATC (Just A Touch Colour) to form 'Pure London x JATC', and from February 2027 it will relocate to NEC Birmingham, integrating with Spring Fair as a combined fashion destination.
The platform is built on ASP.events, a Hyve Group subsidiary that provides event management, website hosting, content management, registration systems, and digital media distribution. Surrounding the core physical event is a year-round content ecosystem: the Fashion Questions podcast (21+ episodes), the Inside Fashion editorial blog (300+ articles), an in-house video studio producing brand interviews and trade-show coverage, and a dedicated sustainability content programme (Power of One / Pure Conscious). An active advisory board of fashion-industry leaders (boutique owners, brand founders, JD Sports, Hello! Fashion) and partnerships with trend and forecasting agencies (WGSN, Promostyl, Trendhub by BDA London, Coloro, Stylus) and sustainability organisations (Common Objective, BOTTLETOP) reinforce content authority and industry positioning.
The business model is event-driven and B2B. Revenue is generated primarily through exhibitor booth fees (quote-based, not publicly disclosed), supplemented by content sponsorships and partnerships with trend agencies, sustainability organisations, and media partners. Trade visitor registration is free, which drives buyer-side attendance volume and reinforces the value proposition for paying exhibitors. The company has no app, no public API, and no proprietary AI or machine-learning capabilities disclosed in the source material.
Pure London firmographics
Firmographics- Name
- Pure London
- Legal name
- Hyve Group
- Website
- https://purelondon.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pure London is the UK's leading B2B fashion trade show, operated by Hyve Group, serving retailers, brands, and buyers with bi-annual events combining finished fashion, sourcing, and jewellery. It is transitioning from Olympia London to NEC Birmingham with Spring Fair from February 2027.
- Ownership category
- akta.pro rank
Pure London industry classification
Industry- Product category
- Fashion Trade Shows and Events
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (424350)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Fashion Apparel Wholesale (Men’s, Women’s, Kids) (CRAOADAA)
Keywords
Where Pure London is headquartered
LocationHeadquarters
- HQ city
- Hammersmith
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Pure London business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Exhibitor Booth Fees: Fashion brands and suppliers pay to exhibit at Pure London trade shows, gaining access to retail buyers and industry visibility. Pricing varies by booth size and location.
- Visitor Registration: Fashion retailers and buyers register to attend the trade show, with free registration for trade visitors.
- Content Sponsorship and Partnerships: Sponsorships and partnerships with trend agencies, sustainability organizations, and media partners who co-create content and promote the event.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Trade visitor registration |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Pure London product offering
Product offeringCore offering
Pure London operates the UK's leading fashion trade show, bringing together the entire fashion supply chain from fibre to finished garments. The bi-annual event features 13,000+ collections from UK and international brands, with parallel sectors for fashion sourcing (Pure Origin), jewellery (Pure Jewel), and sustainable fashion (Pure Conscious). Exhibitors pay for booth space to showcase products to retail buyers, while trade visitors register for free to source new collections and network.
Product overview
Pure London operates as a comprehensive fashion trade show ecosystem with multiple interconnected products. The core offering is Pure London (now combined with JATC), the UK's leading fashion festival bringing together the entire fashion supply chain. Supporting this are Pure Origin for fashion sourcing, Pure Jewel for jewellery, and Pure Conscious for sustainable fashion. Content products include the Fashion Questions Podcast, Pure Videos, and Inside Fashion Blog. The portfolio also includes partnerships with Graduate Fashion Week and Source Fashion. Together these products serve fashion retailers, brands, and buyers seeking to discover new collections, source suppliers, network with industry professionals, and access fashion trend insights.
Differentiator
Problem solved
Functional benefit
Brands
- Pure Origin: Fashion sourcing show bringing the fashion supply chain under one roof
- Pure Jewel
- Source Fashion
- Power of One
- Pure Conscious
Products and services
- Pure London Trade Show
Quantifiable outcome
- Over 13,000 individual collections available from exhibiting brands at each edition
- +1 more outcomes
Companies that use Pure London
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Pure London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pure London partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- JATC (Just A Touch Colour)coreJATC (Just A Touch Colour) is a fashion event that merged with Pure London to create 'Pure London x JATC', combining JATC's colour expertise and fashion focus with Pure London's scale. The partnership created London's Festival of Fashion, running from 11-13 February 2024 at Olympia London.
- Spring FaircorePure London is joining Spring Fair at NEC Birmingham starting February 2027, creating a combined fashion destination. This partnership relocates Pure London from Olympia London to the larger NEC venue, integrating with Spring Fair's existing fashion and gift offerings.
- Graduate Fashion WeekminorPartnership to foster emerging talent and support the next generation of fashion innovators. Graduate Fashion Week stars feature at Pure London x JATC, showcasing new talent on the catwalk.
- Trendhub by BDA LondonminorTrend partnership for catwalk trend analysis and forecasting. Trendhub by BDA London provided trend inspiration for the July 2024 season's catwalk presentations.
- BOTTLETOP / #TOGETHERBANDminorSustainability partnership with BOTTLETOP's #TOGETHERBAND initiative, focused on driving sustainable fashion impact. Event Director Gloria Sandrucci interviewed CEO Cameron Saul about the partnership.
- PromostylminorTrend agency partnership with international style agency Promostyl for trend forecasting and fashion intelligence at the July 2022 show.
- National Association of JewellersminorIndustry partnership for Pure Jewel destination, featuring Lindsey Straughton as Head of Communications and Industry Liaison. Helps attract jewellery retailers and buyers.
- Retail ProphetminorRetail futurist Doug Stephens, founder of Retail Prophet, featured on Fashion Questions podcast discussing future of retail and post-pandemic business transformation.
- StylusminorTrends and insights business. Content Director Emily Gordon-Smith featured on podcast discussing consumer trends and fashion forecasting with 25+ years experience.
- Retail TrustminorCharity partnership organizing Together Fest 2022, the first retail wellbeing festival in the UK. Staff from 50+ retailers participated in wellbeing activities.
- ColorominorColoro colour system partnership for trend presentations and seminars. Coloro experts spoke on the Origin stage about winning with colour, showcasing their 3,500+ colour system.
- WGSNminorFashion forecasting partnership. WGSN provided white paper research on Gen Z for Pure London's content programme and sector development.
- Common ObjectiveminorSustainability partnership launching Pure Conscious sector, focused on driving conscious and sustainable thinking forward in fashion.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Pure London competitors and assessment
Company assessmentDirect peers
- Munich Fabric Start: Munich Fabric Start is a European textile and sourcing trade show comparable to Pure Origin's positioning as a fashion supply chain destination bringing together manufacturers and brands.
- Who's Next: Who's Next is a major Paris-based fashion trade show comparable to Pure London as a biannual destination for fashion brands and retailers, with similar focus on apparel, accessories, and trend content.
- Project: Project is a NYC-based contemporary fashion trade show comparable to Pure London as a destination event for emerging and established apparel brands seeking retail distribution.
- White Milano: White Milano is a Milan-based contemporary fashion trade show comparable to Pure London as a curated destination event for designer and contemporary apparel brands seeking retail buyer access.
- Coterie: Coterie is a NYC-based women's fashion trade show comparable to Pure London as a curated B2B event for contemporary and luxury apparel brands seeking retail buyer exposure.
- Scoop International: Scoop International is a London-based curated fashion trade show comparable to Pure London as a UK B2B event focused on contemporary and designer apparel brands targeting retail buyers.
- Premiere Vision: Premiere Vision is the leading global textile and fashion sourcing trade show held in Paris, directly comparable to Pure Origin's positioning alongside Pure London as a B2B destination for fashion brands and manufacturers.
- Pitti Uomo: Pitti Uomo is Italy's flagship men's fashion trade show held in Florence, comparable to Pure London as a destination event bringing together fashion brands, designers, and buyers across finished apparel and accessories.
- MAGIC Trade Show: MAGIC is a large-scale US fashion trade show in Las Vegas comparable to Pure London as a B2B platform connecting apparel brands with retail buyers across multiple categories and price points.
Regional players
- Source Fashion: Source Fashion is a UK-based fashion sourcing trade show directly comparable to Pure Origin, both operating in the UK fashion supply chain space under the Hyve Group portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure London social profiles
Digital presencePure London financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure London leadership team
Management profileNumber of profiles
Profiles8 records
Pure London subsidiaries and ownership
Company hierarchySubsidiaries3 records
Pure London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure London M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure London
What does Pure London do?
Pure London operates the UK's leading fashion trade show, bringing together the entire fashion supply chain from fibre to finished garments. The bi-annual event features 13,000+ collections from UK and international brands, with parallel sectors for fashion sourcing (Pure Origin), jewellery (Pure Jewel), and sustainable fashion (Pure Conscious). Exhibitors pay for booth space to showcase products to retail buyers, while trade visitors register for free to source new collections and network.
Is Pure London a public or private company?
Pure London is a private company. It is classified as corporate owned and is currently operating.
When was Pure London founded?
Pure London was founded in 1985. It employs 11 to 50 people.
Where is Pure London based?
Pure London is headquartered in Hammersmith, United Kingdom, in the Europe region.
How does Pure London make money?
Three revenue lines are on record. Exhibitor Booth Fees are the primary driver. The others are visitor Registration and content Sponsorship and Partnerships.
Who are Pure London's main competitors?
Direct peers on record are Munich Fabric Start, Who's Next, Project, White Milano, Coterie, Scoop International, Premiere Vision, Pitti Uomo and MAGIC Trade Show. Source Fashion is listed as a regional player.
Does Pure London have an API?
No public API is recorded for Pure London.
What industry is Pure London in?
Pure London's product category is Fashion Trade Shows and Events. Its primary akta.pro industry code is CRAOADAA, Fashion Apparel Wholesale (Men’s, Women’s, Kids). Its NAICS code is 424350 and its SIC code is 5130.