PREMIUM Berlin 2015

PREMIUM expands

In Fashion by Europa Regina

PREMIUM expands & SEEK relocates

Following the success of the past season, with an excellent brand portfolio and relevant visitors from Germany and around the world, PREMIUM is expanding its portfolio by integrating new segments. With an increase in exhibition space of approximately 17 %, PREMIUM will be presenting around 1,800 collections across an area of almost 27,000 squ. meters from 19 to 21 January 2015.

As the international kick-off event and mainstay of fashion metropolis Berlin, PREMIUM is strengthening its position as the leading international trade show for the premium sector.


Tribute Twentyseven

“With this expansion, PREMIUM is keeping up with the demands of the industry. The strategy of organic growth, of sustainable trade and of taking responsibility is particularly important during times of change and is worthwhile in the long term. We are constantly observing and analysing the market, communicating with brands and retailers, and we take our role as a marketplace very seriously. We adapt what we offer in line with the demand, curating the brand portfolio afresh every season and making sure that the right partners meet one another at PREMIUM to generate business. The industry recognises and honours this, both in terms of the number of enquiries from brands and in terms of popularity with visitors. No matter how much success and growth we experience, we will continue to remain faithful to our concept and curate our collections carefully.”
Anita Tillmann

Premium Berlin 2015

In the new Hall 8, which will be completed at the end of September, around 30 luxury brands will be presenting their pre- and/or main collections in a showroom-like atmosphere. Pre-collections now generate significant profit in retail. What is more, in-between-season collections give retailers the flexibility they need to spread their budget evenly across the year and to be able to react to current trends and short-term peaks in market demand. Brands that have been addressed for Hall 8 include Antonia Zander, Liven, Sass and Bide, Gabriele Frantzen, Costume National, Talbot Runhof, Au Jour le Jour, Odeeh, Augustin Teboul, Cedric Charlier, Utzon, Michael Sontag, Prae, MSGM, Catherine Malandrino, L’Agence, Issa London, Mother of Pearl, Sachin + Babi, Akris Punto, Sophie Hulme, Porsche Design, Alice & Olivia, Felder Felde, Iris van Herpen etc.

Fashion is subject to constant change, and this change is happening increasingly quickly. Lifestyle trends of all kinds, globalisation, digitalisation and the growing number of vertical businesses are all having an effect on the modern consumer’s demand and on what is on offer, both in retail and industry terms. In order to meet the needs of today’s consumers, retailers need a wide, well-assorted portfolio that covers the spectrum of premium and designer collections through to top-line collections. This concept, which is already successfully established among retailers (e.g. Galleries Lafayette, Daniels, KaDeWe, Magasin du Nord, Breuninger, etc.), is shaping a new generation of distribution agencies. Ben And, for example, is adapting its portfolio very successfully to the demands of retail and is offering its customers collections at various price points. With Kühlhaus, PREMIUM is extending its portfolio to include more high-turnover international brands that present retailers with fashion-relevant collections.

“Several of the brands that I represent have been exhibiting at PREMIUM for years already. For me, Kühlhaus is a good opportunity to present retailers with other brands from my portfolio. PREMIUM is the perfect platform for presenting strong, international brands in a relevant setting.”
Ben Botas, Owner of Ben And GmbH

Of the top-line collections already addressed, those that best characterise PREMIUM’s new expansion include Gas, Dstrezzed, Elvine, Le Temps des Cérises, Japan Rags, Marc O’Polo Pure, Minimum, Minus, Oakwood, Rich&Royal, Turnover, Fornarina, Meltin’ Pot, Kocca, etc.

“We are currently in talks with selected international brands. Their feedback on the new concept is, without exception, good. The coherent mix of brands within one hall, the Kühlhaus, is being well received, especially because space is limited. The expansion of PREMIUM in the Kühlhaus offers selected brands the opportunity to be part of the PREMIUM family.”
Anita Tillmann

The brands in the Kühlhaus present themselves via shop-in-shop concepts in the individual look and feel of each brand. Thanks to the gallery-like structure of the Kühlhaus, with a total of 5 floors, a ‘department-store’ atmosphere is emerging across the 2,000 m2, and with it, a new source of inspiration, not only for retailers but also for manufacturers working with shop-in-shop and corner-concepts.

PREMIUM Berlin 2015

Launched as part of PREMIUM in 2009, SEEK, the fashion trade show for upper streetwear, progressive designers and concepts, is moving to a cult location at the Berlin Arena for the F/W 2015/16 season. Right next to institutions such as Club der Visionäre, Hoppetosse and White Trash Fast Food, SEEK will take place on the space of the former public transport warehouse of the 1920s. With various indoor and outdoor spaces, the complex offers optimum conditions for presenting an urban and contemporary portfolio of carefully selected international brands. The focus is on authenticity, quality, lifestyle, design and functionality. It’s not the size of the stand or even the brand’s turnover that takes priority; it’s more about the product and concepts and the people behind them. The menswear brands are complemented by womenswear, footwear and accessories collections, as well as lifestyle and tech gadgets. Twice a year, SEEK brings together international retailers, brands and journalists in the world’s most progressive fashion city – Berlin.

“SEEK has become one of the most important upper-streetwear platforms. It’s about emotions, about interaction and the requirements of the players on all sides. We remain faithful to our concept and grow organically here, too, working very closely with SEEK community insiders.”
Anita Tillmann