Pure London is a fashion trade show organised by Hyve Group. It has moved from London to join Spring Fair at NEC Birmingham, where it forms a combined fashion destination for retail buyers within the wider home and gift show.
The 2027 edition
- Dates: Sunday 7 – Wednesday 10 February 2027
- Opening hours: 9:00–18:00 Sunday to Tuesday, 9:00–16:00 on Wednesday
- Venue: NEC Birmingham, alongside Spring Fair
Edition record
- 2027: 7–10 February, NEC Birmingham, at Spring Fair. Confirmed on the Pure London homepage, 23 October 2026.
Source: purelondon.com