Hyve Group, a global leader in exhibitions, has announced the integration of its Pure brand into Spring Fair at Birmingham NEC from February 2-5, 2025. This move will create Moda x Pure, bringing together Pure and Moda under one roof to enhance Spring Fair’s position as a premier destination for the fashion sector.

The decision marks the end of Pure London x JATC as a standalone event at London Olympia. Hyve Group cited evolving market demands and the need for a more cohesive buying space for fashion retailers as driving factors for the transition. With Spring Fair already attracting key buyers, the merger ensures Pure’s legacy continues in a format better suited to industry needs.

Jackson Szabo, Retail Portfolio Director at Hyve Group, highlighted Pure’s 30-year history but acknowledged its current format is no longer sustainable. “By combining Pure and Moda at Spring Fair, we adapt to industry changes and strengthen our portfolio while continuing to offer commercial opportunities for brands and buyers,” he said.

Pure’s iconic catwalk will remain a highlight at Moda x Pure, showcasing trends and collections. The collaboration will include expert trend insights to support buyers and brands in staying competitive.

Hyve Group will also continue hosting Scoop International and Source Fashion at Olympia London. Scoop, a leading trade show for contemporary fashion, takes place February 9-11, 2025, before moving to the venue’s National Hall in July 2025. Source Fashion, Europe’s top responsible sourcing show, will continue its biannual editions, with the next scheduled for February 18-20, 2025.

These changes reflect Hyve Group’s commitment to evolving with the industry while maintaining its leadership in delivering top-tier fashion events.