Buying Show, a new virtual tradeshow with global ambitions

By

Bruno Joly

Published
Jun 6, 2016

Buying Show hopes to become the most renowned professional online showroom and down the track lead in the organisation of physical tradeshows

Launched this January - first in English, then in Italian, French and German - the firm will release a Spanish version this week. Then, in spring 2017, it aims to expand into Asia, Korea and Japan, before crossing the Atlantic the following autumn.

It's worth pointing out that Buying Show's founder knows European buyers very well. In fact, Ivan Herjavec has - among other things - been a Lacoste distributor and an Ellesse licensee.

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Behind his concept-showroom is a simple idea: the networking between buyers and retailers. A subscribing brand only pays a commission on orders from new customers gained via the online showroom. And, it takes existing buyers too.

"We also provide consulting assistance. This is not just a software program that replaces people and their expertise," says the entrepreneur, who convinced Rocket International to inject 8% of capital funds right from the start.

More specifically, the team selects independent retailers and boutiques, advising brands on how to implement their virtual showroom.

"It's an order taking tool. I have 20 years experience in fashion... and the idea of Buying Show dates back five or six years ago, but it wasn't the right time," he said, adding that physical showrooms should focus on linking and specialising because, in two days, retailers aren't able to order.

Today, Buying Show boasts 200 brands (which include Trussardi, Lacoste, Florian Denicourt, Hip and Bone, MOA–Master of Arts, Grenson, Moose Knuckles...)  and 1,000 retailers such as KaDeWe, Seldfridges, la Rinascente, Harrods and ViaLuisaRoma.

Around 40 % of buyers are Italian, 25 % are German and 10 % are British, with 3 % being French and 3% Spanish.

In the future, the showroom - currently catering for contemporary fashion, wants to expand into luxury. It also wants to propose its platform to the organisers of physical tradeshows. According to information provided to FashionMag, Premium in Berlin and Pure in London have expressed their interest.

Ivan Herjavec hopes to have 100 employees in Berlin at the end of year, compared to twenty now. From the German capital, he also directly manages other brands.