#Munich continues to rule supreme as order hotspot for beachwear & lingerie

25 Jul 2019 Body&Beach Share

Supreme Body&Beach strengthens international reputation as top European order platform for lingerie and beachwear – Munich as German fashion city high in demand

Munich, July 25th 2019 – Germany’s largest order platform for bodywear and beachwear, Supreme Body&Beach in Munich, has long established its position as leading European trade event in the segment. At the latest edition on July 21st through 23rd at MTC World of Fashion, an international roster of exhibitors presented over 500 collections for the SS 2020 season. The event made clear that Munich is in high demand as order event location for the bodywear and beachwear industry.

The extreme success of the order show format is not least due to the fact that buyers find all key exhibitors from the bodywear and beachwear segment under one roof, which makes Supreme Body&Beach highly attractive. The leading trade show also provides aspiring newcomer labels great opportunities to conquer the European market. Highlights of the latest Supreme Body&Beach edition included premieres of collections by Codello Beach, A-dam Underwear, Sanddollar, Banana Moon, Havaianas, and other international exhibitors.


The Italian label IU Rita Mennoia was among the Supreme Body&Beach first-timers in Munich. “We came here to present our SS 20 collection for the very first time in Germany," say Fabiola Montanari, Export, IU Rita Mennoia and Le Foglie. “We couldn’t have picked a better event and place than Supreme Body&Beach in Munich. The strong presence of fashion retailers make Body&Beach a key event for every label set to succeed on the German market. Our sophisticated collection was met with great interest!”

The event organizers, too, were highly satisfied with this latest edition. “The positive feedback we’re receiving from exhibitors confirms our assessment – Munich's international reputation as key order event location for bodywear and beachwear is growing,” says Stephanie Essler, Supreme Body&Beach project leader, The Supreme Group.

The increasingly international profile of the event is due not only to the exhibitor portfolio. The numbers of industry visitors and buyers from abroad also continue to rise, with a strong proportion hailing from neighboring countries as well as Scandinavia and France.

Exhibitor Marc Bitzer, Fürstenberg Fashion, confirms this trend. “We experience Supreme Body&Beach as a very international trade show,” he says. “We met numerous clients from Austria as well as some who would usually go to Paris. One-on-one talks are still key in the order segment and, naturally, many representatives come to Munich. We have been exhibiting here from the start and welcome Munich’s growing influence in the fashion industry.”

Carl Ross, Carl Ross GmbH & Co. KG adds, “Even though the summer season is traditionally a little slower for our product categories, we are highly satisfied with this latest edition of Supreme Body&Beach for SS 20. A very positive surprise was the large number of clients who came from far away.  We were able to meet with buyers from Belgium, the Netherlands, and Spain.”

Besides giving buyers ample opportunities to browse collections and place their orders, the trade show served as a networking platform for the industry. After her keynote on employee management as a business driver, Yurdanur Steck, industry expert and CEO of Bodywear Consulting discussed potential approaches with her audience. Discussants agreed that investing in qualified staff and offering customers solid fashion advice is key, especially in view of the strong competition from online retailers. Also, lingerie and beachwear would profit from more creative and flexible marketing approaches.
On Sunday and Monday of the event, twice-daily runway shows on the venue’s second level rounded off Supreme Body&Beach’s service offering. Effenberg Models staged the latest trends for the upcoming SS 20 season.
“There’s a lot to look forward to in the upcoming spring/summer season! I am certain that our visitors found many exciting trends and impressions to be inspired by and present to their customers," Stephanie Essler says.