Online retailer Zalando is investing in the Berlin-based trade show Bread & Butter (BBB). The show confirmed the partnership Monday in press release posted on its Facebook page. The joint-venture is expected to raise Berlin’s profile as a hotbed for fashion—and give the troubled trade fair a needed boost in confidence.
BBB is undergoing a makeover since the trade show organizers filed for bankruptcy in December 2014. The renewed summer event, slated for July 7-9 at the airport Tempelhof, will have a new concept including more defined groupings of brands and categories and an area for distribution agencies.
With the help of Zalando, BBB’s insolvency proceedings should be completed by October. Neither party has revealed the size of Zalando’s stake in the show.
In a statement, insolvency administrator Christian Graf Brockdorff said the entry of Zalando is a confirmation of the course taken with BBB. He added, “We are always convinced of the appeal of the Bread & Butter fashion event and trademark. This is why we have supported the continuation. With the new investor on board, the future of it all is now secure and BBB can be lead out of insolvency this year
Having experienced a positive first quarter, led by an early spring season in Europe and less discounting, Zalando expects to end 2015 strong with revenue growth up 20-25 percent.
This summer, the retailer generated buzz for launching Gap in untapped European markets, including Germany. Last week Zalando announced it will team up with music festival Lollapalooza to kick off Fashionpalooza, a series of interactive fashion workshops. The event will take place September 12-13 in Berlin.