Sep 25, 2019
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Pure London owner ITE rebrands

Sep 25, 2019

ITE Group, the owner of leading fashion trade shows including Pure London, Moda and Jacket Required, is changing its name and brand identity to Hyve Group plc.

Pure is a biannual show for the fashion industry - ITE Group

It said its Fashion Portfolio, which also includes Scoop, will benefit from the new centralised approach.

“We have a very clear vision and strategy, and the right people in place to deliver it. Creating a new identity for the group enables us to reflect on everything that has been achieved so far and to look confidently ahead to a future as one of the world’s leading event organisers,” explained Martin Arnold, Hyve Group Fashion Portfolio Director.

“The Hyve Fashion Portfolio encompassing Pure London, Moda, Scoop and Jacket Required will benefit from the global centralised operating systems designed to deliver the best experience and ROI, while ensuring they maintain their market-leading individuality and passion.”

The rebrand follows the acquisition of Ascential Events and the integration of its Pure London format last year. Heralding a new era for the business, the change of name represents a change towards a global presence, rather than focusing on emerging markets, and a new centralised operating model.

Ultimately, Hyve Group wants to be “the world’s leading portfolio of content-driven, must-attend events”.

Mark Shashoua, CEO, said: “We launch our new brand identity, Hyve, to move us into the future, with a clear vision, well defined strategy and a renewed energy. We have transformed the group into a next generation global events business, and our new name is a better reflection of who we are now and captures our ambitions for our future.
“Since taking the helm in 2016, the group has fundamentally changed from a portfolio of decentralised, emerging markets events into a global business, focused on running market-leading events, wherever they may be in the world.
“We are now in a better position than ever before. Following four years of decline, FY18 was the second consecutive year of like-for-like growth, including double-digit growth from our Top 10 events, and was the first year of growth in both volume and yield since 2014.”

The group is the owner of some of the UK’s most important fashion trade fairs, including Pure and Scoop in London and Moda in Birmingham.

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