Pure London

Fashion Trade Shows and Eventspurelondon.com

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

Fashion trade show
Fashion sourcing
Wholesale fashion
Fashion exhibition
Fashion event

Where Pure London is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Pure London technology and API

Technology

Technology 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 signal

Partnerships

13 partnerships are on record, tiered core and minor.

JATC (Just A Touch Colour)coreStrategic or Co-development Partner · 1 July 2024JATC (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 FaircoreStrategic or Co-development Partner · 1 July 2024Pure 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 WeekminorGTM or Marketing Partner · 1 July 2024Partnership 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 LondonminorStrategic or Co-development Partner · 1 July 2024Trend partnership for catwalk trend analysis and forecasting. Trendhub by BDA London provided trend inspiration for the July 2024 season's catwalk presentations.
BOTTLETOP / #TOGETHERBANDminorStrategic or Co-development Partner · 1 July 2023Sustainability partnership with BOTTLETOP's #TOGETHERBAND initiative, focused on driving sustainable fashion impact. Event Director Gloria Sandrucci interviewed CEO Cameron Saul about the partnership.
PromostylminorStrategic or Co-development Partner · 1 June 2022Trend agency partnership with international style agency Promostyl for trend forecasting and fashion intelligence at the July 2022 show.
National Association of JewellersminorStrategic or Co-development Partner · 1 January 2022Industry partnership for Pure Jewel destination, featuring Lindsey Straughton as Head of Communications and Industry Liaison. Helps attract jewellery retailers and buyers.
Retail ProphetminorStrategic or Co-development Partner · 1 January 2022Retail futurist Doug Stephens, founder of Retail Prophet, featured on Fashion Questions podcast discussing future of retail and post-pandemic business transformation.
StylusminorStrategic or Co-development Partner · 1 January 2022Trends and insights business. Content Director Emily Gordon-Smith featured on podcast discussing consumer trends and fashion forecasting with 25+ years experience.
Retail TrustminorGTM or Marketing Partner · 1 January 2022Charity partnership organizing Together Fest 2022, the first retail wellbeing festival in the UK. Staff from 50+ retailers participated in wellbeing activities.
ColorominorStrategic or Co-development Partner · 1 January 2018Coloro 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.
WGSNminorStrategic or Co-development Partner · 1 January 2018Fashion forecasting partnership. WGSN provided white paper research on Gen Z for Pure London's content programme and sector development.
Common ObjectiveminorStrategic or Co-development Partner · 1 January 2018Sustainability 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Pure London leadership team

Management profile

Number of profiles

Profiles8 records

Pure London subsidiaries and ownership

Company hierarchy

Subsidiaries3 records

Pure London funding detail

Funding detail

Funding 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 investment

M&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?

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.