Pure London - Womenswear
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About this event
Pure London - Womenswear (Pure London | 7–10 Feb 2027)
Pure London is the UK’s leading trade fashion buying event, designed to bring together womenswear, shoes, accessories, and jewellery collections for the upcoming season. The event has been positioned as a central destination for fashion industry professionals who are looking to discover new lines, review trends, and place orders through a focused wholesale-style trading environment.
Dates & Venue
- Event name: Pure London - Womenswear
- Dates: 7–10 February 2027
- Venue: NEC, Birmingham
- City & Country: Birmingham, United Kingdom
- Daily opening times:
- Sunday, 7 February 2027: 9:00 - 18:00
- Monday, 8 February 2027: 9:00 - 18:00
- Tuesday, 9 February 2027: 9:00 - 18:00
- Wednesday, 10 February 2027: 9:00 - 16:00
Event Format & What It Showcases
Pure London is structured as a trade buying event, with collections focused on womenswear and closely connected fashion categories. The event highlights the “seasons must-have collections” across:
- Womenswear
- Shoes
- Accessories
- Jewellery
Why Attend / Why It Matters to Buyers
Pure London is created for the fashion industry’s wholesale and seasonal planning needs. By concentrating womenswear and complementary categories in one place, the show supports fast discovery and efficient evaluation of new brands and collections. It also serves as a curated marketplace where industry buyers can assess trends and align assortment decisions with upcoming seasonal demand.
Location Context: Spring Fair at NEC Birmingham
The event is presented as “Pure at Spring Fair,” signalling a combined fashion destination at the NEC Birmingham. This approach is positioned as an exciting new chapter for Pure, aimed at strengthening the overall trade show experience for fashion professionals attending as part of Spring Fair.
Audience-Ready Trade Focus (Buyer Value)
Pure London’s core value for the market is its targeted buying environment for womenswear and fashion accessories. With dedicated coverage of key womenswear adjacent categories such as shoes, accessories, and jewellery, the event is well suited for buyers and sourcing professionals who want a streamlined route to seasonal product discovery and brand evaluation during the four-day trading window.
If We are preparing attendee/buyer research for list-based outreach around this event, We recommend aligning targeting to womenswear buying and merchandising roles, alongside adjacent categories such as footwear, accessories, and jewellery—because Pure London’s positioning clearly centres these segments.
Data sheet
Pure London – Event Attendee & Buyer Profile Analysis
Event Date: 7–10 February 2027
Location: NEC, Birmingham, United Kingdom
Event Status: Upcoming
Research Date: 2 July 2026
Event Overview
| Event Name | Pure London |
| Event Date | 7–10 February 2027 |
| Event Status | Upcoming |
| Venue | NEC |
| City | Birmingham |
| State / Region | England / West Midlands |
| Country | United Kingdom |
| Organizer | Hyve Group |
| Official Event Website | PureLondon.com |
| Event Type | Trade fashion buying event / B2B exhibition |
| Primary Category | Apparel & Clothing |
| Secondary Applicable Categories | Fashion & Beauty, Retail, Home & Office (adjacent buying interest) |
| Audience Reach | National with international buyer participation potential |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Low for numeric attendance; high for event identity, dates, venue, and positioning |
| Main Purpose of Event | To connect fashion buyers with womenswear, shoes, accessories, and jewellery brands for sourcing, buying, and seasonal assortment planning. |
About the Event
Pure London is the UK’s leading trade fashion buying event, focused on womenswear, shoes, accessories, and jewellery. The official event messaging confirms that the show is now positioned as “Pure at Spring Fair” at the NEC Birmingham, reflecting a combined fashion destination within a broader trade show environment.
The event matters because it attracts commercial buyers, retail decision-makers, brands, and fashion trade stakeholders looking for seasonal product discovery and sourcing opportunities. It is highly relevant for B2B lead generation in fashion wholesale, retail buying, category management, and supplier partnerships, especially for vendors targeting apparel procurement and retail merchandising teams.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Fashion buyers | Retail chains, boutiques, department stores, online fashion retailers | Direct product selection and seasonal buying | Core audience for apparel, accessories, and jewellery suppliers |
| Category managers | Retailers, marketplaces, omnichannel brands | Assortment strategy, margin, and SKU planning | High-value for vendors with repeat ordering potential |
| Merchandising teams | Fashion brands, multi-brand retailers | Range planning, visual merchandising, stock allocation | Useful for trend-led product suppliers |
| Wholesale and distribution teams | Fashion wholesalers, distributors, agents, importers | Brand representation and channel purchasing | Strong fit for trade-only suppliers and import/export businesses |
| Owners / founders | Independent boutiques, DTC fashion brands, small retailers | Final purchase authority | Important for smaller order values and supplier onboarding |
| Brand directors / product managers | Fashion labels, private label operators | Product roadmap, launch timing, supplier selection | Good for manufacturing, OEM, and private label suppliers |
| Importers / agents | Sourcing agencies, wholesale agents, buying offices | Intermediary purchasing and vendor qualification | High relevance for supplier discovery and line reviews |
| Media / trend analysts | Fashion media, trade press, trend forecasters | Market visibility and editorial influence | Supports brand awareness, not direct procurement |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Birmingham / West Midlands | Local and regional buyers | Medium | Convenient access for Midlands retailers and trade visitors |
| London and South East England | Fashion buying offices, brand teams, online retailers | High | Major UK fashion buying hub with strong commercial relevance |
| Northern England | Retailers, wholesalers, boutiques | Medium | Likely domestic trade visitor base due to NEC accessibility |
| Scotland, Wales, and Northern Ireland | Regional retail and wholesale buyers | Low to Medium | Secondary UK reach for multi-region buying teams |
| Western Europe | Importers, agents, and brand representatives | Medium | Potential cross-border sourcing and wholesale interest |
| International fashion markets | Buyers seeking UK access and trade relationships | Low to Medium | Global reach is plausible, but not numerically confirmed |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | The event is UK-based, hosted in Birmingham, and positioned to attract national fashion trade buyers. |
| Secondary: International | Likely but not quantified | The fashion buying format and trade focus may draw overseas brands, agents, and sourcing professionals. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Next | Retailer / fashion buyer | Major UK apparel retailer with continuous seasonal sourcing needs | next.co.uk | Buying Director, Category Manager, Merchandiser | Strong Market Fit, Attendance Not Confirmed |
| Marks & Spencer | Retailer / sourcing organization | Large-scale apparel and accessories buying operation | marksandspencer.com | Head of Buying, Sourcing Manager, Merchandising Director | Strong Market Fit, Attendance Not Confirmed |
| John Lewis & Partners | Retailer | Department-store buying and brand curation are highly aligned | johnlewis.com | Buyer, Senior Buyer, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| ASOS | Online retailer | Digital-first fashion buying and rapid assortment refresh | asos.com | Buying Manager, Merchandising Manager, Trend Lead | Strong Market Fit, Attendance Not Confirmed |
| Boohoo Group | Fashion brand / retailer | Fast fashion sourcing and trend-led collections | boohoogroup.com | Buyer, Sourcing Manager, Product Developer | Strong Market Fit, Attendance Not Confirmed |
| River Island | Fashion retailer | Seasonal womenswear buying and accessories sourcing | riverisland.com | Head of Buying, Buyer, Merchandiser | Strong Market Fit, Attendance Not Confirmed |
| Matalan | Retailer | Value-led apparel sourcing and broad consumer reach | matalan.co.uk | Buying Manager, Category Manager, Sourcing Director | Strong Market Fit, Attendance Not Confirmed |
| Debenhams | Marketplace / retail brand | Fashion marketplace model benefits from brand and supplier discovery | debenhams.com | Marketplace Buyer, Category Lead, Trading Manager | Strong Market Fit, Attendance Not Confirmed |
| Boden | Fashion brand | Apparel brand with recurring design and sourcing needs | boden.co.uk | Buying Manager, Product Manager, Sourcing Lead | Strong Market Fit, Attendance Not Confirmed |
| Whistles | Fashion retailer | Premium womenswear and accessories buying relevance | whistles.com | Buyer, Merchandiser, Design Director | Strong Market Fit, Attendance Not Confirmed |
| BHS | Retail brand / marketplace operator | Assortment-led retail model with fashion and home categories | bhs.co.uk | Trading Director, Buyer, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| Marks & Spencer Fashion Private Label Teams | Retail sourcing organization | Private-label development and vendor sourcing fit the show format | marksandspencer.com | Sourcing Manager, Product Developer, Supplier Manager | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Buyer / Senior Buyer | Buying | Mid to Senior | Primary decision-maker for assortment selection and vendor meetings |
| 2 | Head of Buying / Buying Director | Buying | Director | Sets sourcing strategy and approves commercial partnerships |
| 3 | Merchandising Manager / Director | Merchandising | Manager to Director | Controls range planning, stock flow, and sell-through targets |
| 4 | Category Manager | Category / Trading | Manager to Senior Manager | Owns category performance and supplier selection |
| 5 | Product Manager / Product Developer | Product | Manager | Evaluates product direction, samples, and vendor fit |
| 6 | Sourcing Manager / Sourcing Director | Sourcing / Procurement | Manager to Director | Manages supplier vetting, cost, compliance, and lead times |
| 7 | Founder / Owner / Managing Director | Executive | Owner / C-level | Common in boutique retail and wholesale businesses with final buying authority |
| 8 | Wholesale Director / Account Manager | Wholesale | Director to Manager | Builds brand distribution and trade relationships |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Apparel & Fashion | Direct match to womenswear and fashion trade buying | Retail buyers, brand teams, wholesale accounts |
| 2 | Retail | Retail buying and category management are central to attendance | Store and online retail decision-makers |
| 3 | Wholesale | Many attendees will be trade buyers and wholesale channel operators | Trade accounts, distributors, agents |
| 4 | Import & Export | Cross-border sourcing and wholesale trade are highly relevant | Sourcing offices, importers, agents |
| 5 | Consumer Goods | Fashion and accessories are consumer-facing product categories | Merchandising and product teams |
| 6 | Design | Product design and trend development influence buying decisions | Product development and design leaders |
| 7 | Textiles | Material sourcing is closely tied to apparel development | Fabric, trims, and manufacturing suppliers |
| 8 | Consumer Services | Retail and marketplace operators often sit in this category mix | Commercial buying and trading teams |
| 9 | Business Supplies & Equipment | Relevant for packaging, store fixtures, and retail operations suppliers | Operational procurement audiences |
| 10 | Marketing & Advertising | Brand visibility and retail launch support are often needed | Brand, PR, and growth teams |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Unconfirmed | Organizer website did not publish attendance figure in the extracted official content | Use only if organizer releases a verified number |
| Exhibitor count | Not publicly confirmed | Unconfirmed | Official website content provided does not include exhibitor totals | No numeric exhibitor claim made |
| Buyer count | Not publicly confirmed | Unconfirmed | No official buyer count located in source text | Trade buyer presence is strongly implied by event format |
| Speaker count | Not publicly confirmed | Unconfirmed | Official content references editorial and podcast content, but not a count | Speaker/program details should be verified from agenda if needed |
| Historical attendance | Attendance figure not publicly confirmed by the organizer. | Historical evidence unavailable in supplied source text | Based on current official website extract only | Suitable for attendee list building, but numeric sizing remains unverified |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Reliable supply, competitive pricing, and vendor quality | Meet buyers during seasonal line review windows | Apparel manufacturing, sourcing, wholesale supply |
| Product innovation | Fresh design, trend-led collections, and differentiation | Showcase new collections and sample ranges | Design services, private label, OEM/ODM |
| Retail sourcing | Assortments, margin, delivery timing, and category fit | Target retail buyers and merchandisers with product and pricing fit | Ready-to-buy fashion lines, accessories, jewellery |
| Wholesale partnerships | Trade account setup and channel expansion | Open new reseller or distribution relationships | Wholesale programs, agent networks, MOQ flexibility |
| Trend / seasonal planning | Upcoming fashion direction and collection curation | Use trend-forward messaging and capsule drops | Trend reports, design-led sample collections |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The show is explicitly positioned as a fashion buying event. |
| Decision-maker availability | High | Likely attendance from buyers, merchandisers, sourcing leaders, and owners. |
| Data collection potential | Medium | Strong event positioning, but attendee counts are not publicly confirmed in the supplied content. |
| Apollo targeting potential | Very High | Apollo can target fashion, retail, wholesale, and import/export buyer functions effectively. |
| Geographic targeting potential | High | Strong UK regional and national targeting opportunities, especially Midlands and London. |
| Best outreach approach | High-touch, seasonal, product-led outreach | Lead with relevant collections, commercial terms, and assortment fit. |
| Overall lead quality | Very High | Excellent event for fashion B2B list building and buyer prospecting. |
| Best use case | Attendee list sales, exhibitor prospecting, supplier outreach | Strong fit for fashion wholesalers, manufacturers, and trade service providers. |
| Limitations / risks | Limited current-year public participation data | No confirmed attendee list or attendance figure in the supplied official copy. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Apparel & Fashion, Retail, Wholesale, Import & Export, Consumer Goods | Focus on buyers, merchandisers, and trade account teams |
| Departments | Buying, Merchandising, Sourcing, Procurement, Product, Trading | Reach commercial decision-makers |
| Seniority | Manager, Senior Manager, Director, VP, C-Level, Owner | Prioritize those with buying authority |
| Job titles | Buyer, Senior Buyer, Head of Buying, Merchandiser, Buying Director, Category Manager, Sourcing Manager, Product Manager, Wholesale Director | Direct fit to fashion trade buying workflows |
| Geography | United Kingdom; Birmingham, London, Manchester, Leeds, Nottingham, Bristol | Align with domestic retail and fashion hubs |
| Employee size | 1–50, 51–200, 201–500, 501–1,000, 1,000–5,000, 5,000+ | Cover independent boutiques through national chains |
| Keywords | womenswear, fashion buying, wholesale, apparel, accessories, jewellery, footwear, sourcing, merchandising, private label | Refine toward relevant commercial intent |
| Company type | Retailers, brands, wholesalers, distributors, importers, agents, buying offices | Target active buyers and trade intermediaries |
| Revenue range | If needed: under $10M to $1B+ depending on buyer segment | Segment from boutique to enterprise retail |
Suggested Apollo Search Logic: (Apparel & Fashion OR Retail OR Wholesale) AND (buyer OR buying OR merchandising OR sourcing OR category manager OR product manager) AND (women’s wear OR womenswear OR accessories OR jewellery OR footwear OR fashion wholesale) AND geography: United Kingdom.
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| Pure London official website | Official organizer / event website | Event identity, positioning, combined fashion destination statement, dates, venue, city, and schedule | Very High |
| Hyve Group | Organizer website | Organizer identity and corporate ownership | High |
| NEC Birmingham | Venue website | Venue name and city match verification | High |
| Spring Fair official website | Associated event platform / official event context | Confirmed combined positioning as “Pure at Spring Fair” | High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to Pure London - Womenswear — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds