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    Dates

    7–10 Feb 2027

    City / country

    Birmingham, United Kingdom

    Venue

    NEC

    Time

    9:00 AM – 6:00 PM

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    Event overview

    Overview

    Pure London at Spring Fair is the UK’s leading fashion buying event, offering an unparalleled platform for brands, designers, and retailers to connect with industry professionals and showcase their latest fashion collections.

    TL;DR

    1. 1Event dates: 7-10 February 2027
    2. 2Location: NEC, Birmingham
    3. 3Leading fashion buying event in the UK
    4. 4Connect with global buyers and industry professionals
    5. 5Gain insights from expert-led seminars

    Why visit

    Visitors will gain exclusive access to new collections and trends, network with industry professionals, and participate in valuable seminars.

    Why exhibit

    Exhibitors can reach key buyers, boost brand visibility, and showcase their latest products in a trend-led environment. Pure London at Spring Fair is essential for connecting fashion brands with key buyers, enhancing visibility and fostering industry relationships.

    Attendees, exhibitors & solutions

    Who this event is for

    Visitor profile

    Typical attendee groups you can expect to meet.

    Retail buyers from department stores
    Boutique owners seeking new collections
    E-commerce professionals looking for trends
    Fashion industry influencers
    Designers showcasing their work
    Sustainability advocates in fashion

    Exhibitor profile

    Main supplier and exhibitor segments present at the show.

    Fashion brands and designers
    Accessory manufacturers
    Sustainable fashion companies
    Textile suppliers
    Footwear brands
    Beauty product exhibitors

    Product categories

    Key solution areas showcased across the event.

    Women's fashion apparel
    Men's fashion apparel
    Children's clothing
    Fashion accessories and jewelry
    Footwear and bags
    Sustainable fashion products

    Location & Facilities

    Venue

    Open in Google Maps

    NEC

    Birmingham, United Kingdom

    Attend

    Entry & tickets

    Event days & opening times

    DayOpening hours
    Sunday9:00 AM – 6:00 PM, Monday 9:00 AM – 6:00 PM, Tuesday 9:00 AM – 6:00 PM, Wednesday 9:00 AM – 4:00 PM
    Register

    Who runs the show

    Organisers

    Hyve Group

    Website

    What's on

    Programme

    Speakers

    Stefan Mathys

    Stefan Mathys

    Founder @ VYN

    Safiya Allaf

    Safiya Allaf

    Creative Copywriter & Content Strategist

    Owais Ghaffar

    Owais Ghaffar

    Founder @ SAIWO

    Judith Omoregie

    Judith Omoregie

    Co-Founder @ efitter

    Elizabeth Blege

    Elizabeth Blege

    Co-Founder @ efitter

    Henrietta Garnett

    Henrietta Garnett

    Project Manager @ Help to Grow Scheme

    Helen Hindley

    Helen Hindley

    Project Director @ Help to Grow Scheme

    Nicole Dunlop

    Nicole Dunlop

    Programme Director @ Help to Grow Scheme

    Maddie Forman

    Maddie Forman

    Fashion Merchant Growth Lead @ TikTok Shop

    Rachel Kan

    Rachel Kan

    Founder @ Circular Earth

    Ricky Green

    Ricky Green

    COO @ Sealskinz

    Rikke Biehl

    Rikke Biehl

    Founder & CXO @ Delogue

    Anais James

    Anais James

    Ethics & Social Impact Manager @ Pangaia

    Thakane Bazill

    Thakane Bazill

    Account Executive @ Retraced

    Catrin Verrall

    Catrin Verrall

    Kiti Cymru

    Gwenno Davies

    Gwenno Davies

    Owner @ Kiti Cymru

    Stephanie Norris

    Stephanie Norris

    Co-Founder @ Joshua Adams

    Rachel Hunt

    Rachel Hunt

    Co-Founder @ Sass and Edge

    Sally Gott

    Sally Gott

    Co-Founder @ Sass and Edge

    Andrew Xeni

    Andrew Xeni

    Founder and CEO

    How the last edition performed

    Previous edition

    Current edition

    2027

    Forecast — not final

    Visitors

    30,000

    Exhibitors

    1,000

    Testimonials

    It’s been a great show, we were here in February and the response then was excellent, but we’ve seen even more of a reception this season. The UK buyers and market are really appreciating quality, they are really responding to us as a designer-led brand and they understand our price point which is key. We have been very happy with the calibre of buyers we have seen this season at Pure London x JATC.

    Alexandra Manescu · Creative Director · Alexandra Revas

    This is our first time at Pure London x JATC, we launched two and half years ago and this is our first ever show. The contacts we have made are invaluable and we’ve taken some lovely orders and met some fantastic likeminded businesses and inspiring businesswomen.

    Bridie & Bert

    Impact

    A bigger and stronger platform

    Pure London at Spring Fair is the UK’s leading fashion buying event, offering an unparalleled platform for brands, designers, and retailers to connect with industry professionals and showcase their latest fashion collections. Pure London at Spring Fair is essential for connecting fashion brands with key buyers, enhancing visibility and fostering industry relationships. Join us for Pure London at Spring Fair from 7-10 February 2027 in Birmingham, showcasing the latest trends in fashion.

    Audience quality

    High-value decision-makers

    Visitors typically include Retail buyers from department stores, Boutique owners seeking new collections, E-commerce professionals looking for trends, Fashion industry influencers. Event dates: 7-10 February 2027. Location: NEC, Birmingham. Leading fashion buying event in the UK. Connect with global buyers and industry professionals. PURE LONDON - SPRING FAIR 2027 attracts an audience aligned with the organiser's published visitor positioning.

    Exhibitor outcomes

    Real business growth

    Exhibitors can reach key buyers, boost brand visibility, and showcase their latest products in a trend-led environment. Pure London at Spring Fair is essential for connecting fashion brands with key buyers, enhancing visibility and fostering industry relationships. Exhibitor categories include Fashion brands and designers, Accessory manufacturers, Sustainable fashion companies, Textile suppliers. Exhibitors use the event for lead generation, product launches, and direct buyer meetings.

    Intelligence

    Market context

    Key market insights, trends, news and related events to help you understand the bigger picture.

    West Midlands (Birmingham), United Kingdom

    Why it matters

    Pure London co-located with Spring Fair at NEC Birmingham is one of the UK's largest fashion, home and lifestyle trade gatherings, connecting international womenswear, accessory and lifestyle brands with UK retailers, wholesalers and press. For brands seeking UK wholesale distribution or buyers benchmarking ranges, it is a central calendar date in the February showing season.

    Industry trends

    Key trends shaping this market and its wider industry.

    01

    Sustainability & circular fashion

    Buyers increasingly prioritise recycled materials, traceable supply chains and resale/repair-ready product lines.

    02

    Omnichannel & DTC wholesale

    Brands blend wholesale with direct-to-consumer and digital showroom tools, reshaping how ranges are presented and ordered.

    03

    Inclusivity & size diversity

    Extended size ranges, gender-fluid design and diverse representation are core merchandising expectations.

    04

    Supply-chain transparency & near-shoring

    Retailers seek shorter, more transparent supply chains and clearer provenance for sourcing decisions.

    05

    AI & data in design and retail

    AI-assisted design, demand forecasting and personalisation are moving from pilot to mainstream in fashion retail.

    Plan your trip

    Travel & logistics

    Local currency · GBP

    Arrival airports

    Choose from the following airports, with convenient access to the event and venue.

    LHR

    London Heathrow Airport

    Elizabeth line and Tube serve most London exhibition venues.

    to venue

    45–75 min off-peak

    by car

    Hotel tiers

    A range of accommodation options near the venue and across key areas.

    Budget
    NEC / Birmingham Airport (Bickenhill)

    USD 60–100 / night

    source
    Mid-range
    NEC campus / Resorts World

    USD 110–170 / night

    source
    Premium
    Resorts World Birmingham / NEC campus

    USD 180–300 / night

    source

    Local transport

    Get around the city with these convenient transport options.

    taxi

    Estimated costGBP 60–90 (taxi to ExCeL or Olympia)
    Best forLondon Heathrow Airport (LHR) to NEC

    Elizabeth line and Tube serve most London exhibition venues.

    taxi

    Estimated costGBP 35–70 taxi or rideshare to the venue district
    Best forBirmingham Airport (BHX) to NEC

    taxi

    Estimated costGBP 35–70 taxi or rideshare to the venue district
    Best forCoventry Airport (CVT) to NEC

    taxi

    Estimated costGBP 35–70 taxi or rideshare to the venue district
    Best forEast Midlands Airport (EMA) to NEC

    taxi

    Estimated costGBP 35–70 taxi or rideshare to the venue district
    Best forLondon Luton Airport (LTN) to NEC

    Plan your trip

    Visa & entry documents

    Check the latest visa requirements and entry guidelines before travelling.

    Visa required
    ATA Carnet: accepted

    Many nationalities may enter the UK visa-free for up to 6 months for business visits, but visa-exempt travellers now require a UK ETA before travel.

    ATA Carnets are accepted for the temporary import of exhibition goods and samples into the UK; confirm procedure and deadlines with UK customs/HMRC and the organiser's freight partner.

    Official visa page

    Weather

    February in Birmingham is late UK winter: daytime highs near 7-8 °C and overnight lows around 2 °C, with frequent light rain, limited daylight and a chance of frost or snow. Pack warm layers, a waterproof coat and comfortable waterproof footwear for the NEC campus.

    Plan for the climate

    Check temperatures and pack accordingly

    Venue connectivity

    UK mobile networks offer prepaid SIM and eSIM options for visitors; venue Wi‑Fi availability varies — confirm with the organiser.

    Ride-hailing

    Taxis

    Public transit

    Car rentals

    Cultural notes

    Useful information to help you have a smooth and respectful visit.

    Business dress

    Smart casual is typical at UK trade shows unless meetings require formal attire.

    Arrival

    Arrive early on day one for badge collection and venue orientation.

    Tipping

    Restaurant bills often include a 10-12.5% service charge; otherwise tip around 10%. Taxi fares are usually rounded up.

    Greetings & etiquette

    A handshake is standard on first meeting and first names are used quickly in fashion and retail. Punctuality for meetings is expected.

    Practical guides

    Visitor & Exhibitor Essentials

    Everything needed to arrive prepared, navigate the event, and make the visit productive.

    Flights

    Destination: BHX

    Book flights to BHX when possible for the shortest transfer to the venue; compare CVT only if fares are materially lower.

    Visa

    Most Western nationalities (US, EU/EEA, Canada, Australia, Japan and others) may visit the UK for trade fairs visa-free for up to 6 months, but visa-exempt travellers now need a UK Electronic Travel Authorisation (ETA, GBP 16). Nationals of visa countries (e.g. India, China, Nigeria) require a UK Standard Visitor Visa (GBP 127), typically processed in around 3 weeks; it covers business meetings, conferences and trade shows but not paid work.

    Estimated cost: Varies by visa type and nationality (check official site).

    Processing: Varies by nationality; apply several weeks before travel.

    Covers business meetings, conferences and trade shows but not paid work; apply online via GOV.UK. Digital permission linked to the passport; must be obtained before travel to the UK.

    Official

    Hotels

    Find a stay near the venue with options for every budget.

    Areas to stay

    NEC / Birmingham Airport (Bickenhill) · NEC campus / Resorts World · Resorts World Birmingham / NEC campus

    budget

    $60-$100 USD/night

    Book

    mid range

    $110-$170 USD/night

    Book

    premium

    $180-$300 USD/night

    Book

    Transport

    Get to the venue and around the city with these options.

    Airport → venue: Primary gateways: Birmingham Airport (BHX): Gateway airport for Birmingham.; Coventry Airport (CVT): Gateway airport for Birmingham.; East Midlands Airport (EMA): Gateway airport for Birmingham.; London Luton Airport (LTN): Gateway airport for Birmingham.. Allow road or rail time to NEC; on-site parking is usually available at major exhibition venues.

    Hotel → venue: Precinct hotels near NEC: NEC / Birmingham Airport (Bickenhill): ibis budget Birmingham Airport NEC, Travelodge Birmingham Airport, Premier Inn Birmingham NEC/Airport; NEC campus / Resorts World: Hilton Birmingham Metropole, Crowne Plaza Birmingham NEC, Novotel Birmingham Airport; Resorts World Birmingham / NEC campus: Genting Hotel at Resorts World Birmingham, voco Birmingham NEC by IHG.

    Ride-hail: Ride-hailing apps are commonly used in Birmingham; confirm local availability before travel.

    Public transit: Use local bus, tram, or metro routes serving NEC; check operator timetables.

    Parking: On-site parking is available at NEC; confirm daily rates and hall access on the organiser or venue site.

    Weather

    Plan and pack for the event climate.

    Month: February 2027

    Temperature: Around 2-8 °C (36-46 °F); overnight frost and occasional snow possible

    Seasonality: Cold, grey and changeable with frequent light rain (roughly 10-12 wet days in the month) and limited daylight hours.

    Packing: February in Birmingham is late UK winter: daytime highs near 7-8 °C and overnight lows around 2 °C, with frequent light rain, limited daylight and a chance of frost or snow. Pack warm layers, a waterproof coat and comfortable waterproof footwear for the NEC campus.

    Plan your trip

    Planning

    Best day to visit: Monday 8 February 2027

    The show runs Sunday 7 to Wednesday 10 February 2027. Monday combines opening-weekend momentum with a full seminar programme and the best availability for buyer meetings, before Wednesday's wind-down.

    Sample visitor itinerary

    Route-optimised day
    Day 1 - 09:00-10:30

    Badge collection, show guide and venue orientation

    NEC entrance halls
    Day 1 - 10:30-13:00

    Fashion and accessories halls: new-season brand and trend discovery

    Pure London fashion halls, NEC
    Day 1 - 14:00-16:00

    Buyer meetings and seminar/talk sessions

    Pure London seminar stage and exhibitor stands
    Day 1 - 16:00-18:00

    Networking and consolidated sourcing follow-up

    Show networking areas / NEC concourse

    Side trips

    2

    Stratford-upon-Avon

    Birmingham city centre

    Networking spots

    3

    Pure London & Spring Fair B2B / buyer zones

    Dedicated meeting and buyer lounges within the co-located show halls

    Resorts World Birmingham

    Retail, dining and bar complex directly adjacent to the NEC campus

    Hilton Birmingham Metropole

    On-campus hotel bar and lounge, a common informal meeting point for exhibitors and buyers

    Budget

    Costs & budget

    Cost reference

    Official cost items and estimated ranges for exhibitors.

    visitor_ticket

    visitor · trade_registration

    —

    estimate

    visa_fee

    visitor · standard_visitor_visa

    GBP 127 / per applicant

    official

    visa_fee

    visitor · electronic_travel_authorisation

    GBP 16 / per applicant

    official

    exhibitor_stand

    exhibitor · shell_scheme_9sqm

    GBP 2700–4500 / per 9 sqm shell scheme (typical)

    estimate

    visa_fee

    visitor · Entry visa

    USD 160 / per application

    official

    Decision

    Visit, exhibit, or skip?

    Should you go?

    Pick the closest answer for each. Your recommendation updates live.

    QUESTION 1 OF 6

    What is your primary role?

    Decision matrix

    Compare participation options side by side to choose the best fit for your objectives.

    visit

    You want to source new brands, benchmark ranges and network without committing to a stand

    Best for

    Independent retailers, buyers, designers, agents and press sourcing UK and international womenswear, accessories and lifestyle brands

    Min. budget

    $500.00

    Timeline

    Register and book travel/accommodation 4-8 weeks ahead

    Risks

    Budget estimate from listing cost signals - confirm live rates.

    Trade-only entry: pre-register with valid business credentials

    February travel to Birmingham can see weather-related delays

    exhibit

    You have a UK-ready wholesale range and can resource a stand plus structured follow-up

    Best for

    Emerging and established fashion, accessory and lifestyle brands targeting UK retailers and wholesale buyers

    Min. budget

    $3,000.00

    Timeline

    6-12 months ahead (stand booking, build, logistics, visa)

    Risks

    Budget estimate from listing cost signals - confirm live rates.

    Stand space and build costs vary widely by hall and size

    International exhibitors need visa/ETA and customs (ATA Carnet) planning

    skip

    Your UK coverage is already secured or the February date conflicts with a higher-priority market

    Best for

    Brands with no UK wholesale channel or whose UK distribution is already fully served by agents/distributors

    Timeline

    N/A

    Risks

    No major risks listed.

    Book with

    Partners

    Recommended providers

    Visa

    UK Visas and Immigration

    Gallery

    Photos

    Official imagery from PURE LONDON - SPRING FAIR 2027
    Official imagery from PURE LONDON - SPRING FAIR 2027

    FAQs & glossary

    Answers

    Frequently asked

    Glossary

    1
    Sustainable Fashion
    Fashion that is designed, manufactured, and consumed in a way that is environmentally friendly and socially responsible.
    2
    Trade Show
    An exhibition where businesses in a specific industry showcase their products and services to potential buyers.
    3
    Networking
    The action or process of interacting with others to exchange information and develop professional or social contacts.
    4
    Fashion Trends
    The general direction in which fashion is developing or changing.
    5
    Exhibitor
    A person or company that displays goods at a trade show.
    6
    Buyer
    A person or company that purchases goods for resale.

    Trust footer

    Sources

    5

    References

    2

    Publishers

    0

    Date checked

    1

    Hyve Group

    2

    Pure London

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