Bread & Butter: a "long list of brands" interested for September

By

Matthieu Guinebault

Published
Mar 18, 2016

During a day of meetings with the European press in Berlin, Zalando reiterated its strong ambitions for the old B2B show, whose new version open to the general public, scheduled for 2nd to 4th September, appears to have already sparked the interest of a "very long list of brands." The products these brands will present will be available to order directly through a dedicated app.

"We will be announcing the details of the offering for this new Bread & Butter in the next few weeks," he explained. "But is must be borne in mind that the quantity of brands will be a less important element than their quality, and the new experience this new event wishes to offer," revealed Carsten Hendrich, Zalando's Vice-President for Marketing, to FashionMag.

The future of the once-unmissable European event for youth fashion trade professionals had long given rise to many questions among the brands that used to exhibit in it.

The event will be held at the Arena, next door to the Zalando headquarters, facing the most famous remaining section of the Berlin Wall. It is a strategic location, which, however, does not wish to be simply a physical shell for the event.

In June 2015, Bread & Butter was held at Berlin's Tempelhof airport. It was the last professionals-only edition, with a significantly lower turnout following the departure of many of the event's driving brands. All in an atmosphere heavy with the prospect of a farewell, in a Berlin that was fully conscious of the impact the show could have on its prestige in the international fashion world.