Zalando acquires fashion convention Bread & Butter | RetailDetail

Zalando acquires fashion convention Bread & Butter

Zalando acquires fashion convention Bread & Butter

German online retailer Zalando has announced it has acquired the Bread & Butter fashion convention. It had bankrupted earlier, but will now be brought back, twice a year.

Open for consumers

Bread & Butter used to be a purely B2B (business-to-business) convention, but Zalando has set its sights higher: it wants to get rid of that limitation and open the convention to the average consumer. It is basically what founder Karl-Heinz Müller also wished to do with the convention, but those plans were halted when the convention went bankrupt in December 2014.


The first new edition of Bread & Butter will be on 7 - 9 July, although that will still be a B2B event. Zalando will unveil its plans for the 'new' version of the convention after this final B2B edition has passed.


"For me personally, this is a very nice development. The current plans are what I had in mind 2 years ago. We have a consumer market and it is clearly the way to go, with Zalando the ideal company to bring forth that change", Müller told Textilwirtschaft. He will become part of the new board and thus remain involved with the convention.

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