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Dec 16, 2013
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Bread&Butter to open to consumers in five day event

Published
Dec 16, 2013

At a press conference on Monday, Karl-Heinz Müller, managing director of Bread&Butter, announced that the Berlin trade show would open its doors to the general public for its July 2014 edition.

Of the five day event, two days will be open to consumers. Starting on July 8, the show will open for the press. The two following days will be exclusively for buyers and retailers, with the final two days being open to the public.

Photo source: Bread&Butter


“We considered adding the Sunday [July 13] and it is still an option we may explore for January 2015,” said Müller. As for any unwilling exhibitors, for whom the five-day event may seem a mammoth task, Müller says that while there are plenty of other shows in Berlin. Though but not many can offer 400 euros per square metre over a five day period. Previously at 380 euros, the less-than 5% increase in rates covers the energy and staffing costs for the additional two days.

To back up his decision, Müller, drew comparisons to Baselworld, which spans across eight days and welcomes over 122,000 visitors, and the Frankfurt Book fair which attracts 170,000 professionals and 101,000 consumers over the course of five days.

According to the managing director, retailers should welcome the change and benefit from the presence of consumers. He says: “Brands will be pushing products that they want to highlight. Once the consumer is aware of the product, they’ll be seeking where to buy it…”

Organisers are expecting some 100,000 consumers to attend the event and will be selling tickets to the event for 25 euros. On offer will be an array of festivities, including fashion, music and special events. Exhibitors, however, will not be allowed to sell their goods at the event.

And, with a new concept, comes a new slogan: ‘We are Bread&Butter: The Global Hub of Modern Lifestyle’

Alexander Gedat, CEO of Marco Polo, comments on the announcement: ‘There will be an internal debate - that is for sure – but I think it is a positive move. It’ll make a change.” At Mavi Jeans, the general concensus is that the show cannot sit idly waiting big brands to come back. In any case, the change means brands will benefit from two days of exposure to consumers, something which never goes amiss.

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