UBM Asia acquires youth fashion trade show Novomania

By

Bruno Joly

Published
Mar 5, 2013

Launched in 2010, Novomania has now become a constellation in the mega trade show galaxy of UBM Asia. The youth and urban fashion trade show, created by Novo Mania Limited (owner of the Novo brand concept stores and distributor of many brands), will now be managed under an agreement between UBM Asia and Novomania, a joint venture in which UBM Asia holds a 60% stake.

“This joint venture will enable the consolidation of our platform and gives us access to structures of a group that manages 160 exhibitions on the continent,” said Thomas Thompson, in charge of international sales during the event held in Shanghai. UBM Asia is listed on the London stock market but its headquarters are located in Hong Kong. It operates primarily in China, India and Malaysia. It is active in 19 product sectors including health/hygiene and fashion/leather.

UBM’s trade show portfolio includes Fashion Access in India and Hong Kong, but also the Chinese shoe shows Moda Shanghai and the China International Footwear Fair.

Novomania, which will now be held in July between the European and American trade shows, is expected to attract 250 exhibitors this year compared to 150 in 2012. In the fall, Guilherme Faria, general manager of Novomania, made the comment that e-commerce in China had helped develop the multibrand concept and that suddenly the trade show, which was initially focused on helping monobrands gain a retail presence in Asia, now also had to evolve. The next edition July 17 to 19 in Shanghai will tell all.