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A Great Track Record and All Latest Trends: European Bridal Week 2021

For many years now Essen has been an internationally renowned meeting point for all things bridal. This year, for the seventh time, Messe Essen welcomes visitors and exhibitors alike to spend three amazing days from 3-5 July at European Bridal Week.

Andrew Lookman, Director of trade organiser United Fairs, is more than content with the evolution of European Bridal Week: “When it comes to the international bridal and occasion wear world, Essen has and always will be the place to be. Several hundred exciting labels of the most renowned trendsetters of the bridal industry have reinforced the European Bridal Week as the biggest industry buying event in Northern Europe and will continue to do so this year.

“The right mix of well established designers and manufacturers combined with new and truly alluring brands is the recipe for success for our trade fair in Essen.” Further, he explains: “The success of this concept proves that we are on the right track with more collections that are exclusively debuted, a growing number of international exhibitors of all segments, an increase in visitor attendance from Germany and abroad and being more prominently featured in the trade press.”

Last year, during the pandemic, European Bridal Week has proven to be the perfect spot for national as well as international trade. Hence, it comes as no surprise that the organisers of European Bridal Week not only set out to replicate last year’s great outcomes – they aim for so much more: “If you want to execute a trade fair during these unprecedented times, there’s not just talks about numbers and facts”, Lookman advises. “You need to find the right framework for such an event. It is crucial, even. We know ‘how to trade fair in times of Corona’ and our visitors do, too. They know they can trust us to prioritise their health, safety and well-being due to our wealth of experience from last year’s edition. Retailers and exhibitors alike have given us valuable and very positive feedback after 2020’s European Bridal Week and during the planning for this year’s event, which we are naturally very happy about.”

“From the very beginning it was clear to us that three trade days are the perfect time span for our industry to do business. Even Corona couldn’t shake this cornerstone of our European Bridal Week”, says Siegrid Hampsink, Event Director of European Bridal Week confidently. “We know the needs and wants of the industry and retailers. We listen, we react and we put things into action – especially during times like these. We know that it is essential to revive the business and so we aim to be a reliable and transparent partner for everyone. It is our goal to give everyone within our industry the chance to cooperate fairly in order to make the industry realise which great potential lies within it if the right people meet.”

The European Bridal Week team wants to provide an excellent service. The organisers put it this way: “You have to put yourself in the exhibitors’ and retailers’ shoes. It’s as simple as that.”

“We care deeply about our exhibitors and visitors and we welcome them like we would welcome our dear friends”, says Siegrid Hampsink. “Of course the goal on both sides is a successful order, especially in these times. However, we think that a relaxed atmosphere and a place to relax are just as important. And with the Champagne Bar, European Bridal Week provides a place for exactly that. Our EBW team will stand at your disposal as we want to give you the best trade experience you can get.”

In preparation of the trade event, expectations were high for this seventh edition of European Bridal Week, Event Director Siegrid Hampsink confides. However, she knows that a trade fair under ‘Corona conditions’ cannot be compared to a trade fair under normal conditions like it used to be two or three years ago.

“We expect a high number of attendees this year. The pre-registrations give us a good indication that everyone involved is ready for this very special buying experience”, says Hampsink. “According to retailers, the orders are steadily increasing now. A very important aspect as it shows that the industry is going to do well. Of course, we are also happy about this development as we want to look forward with the industry.”

United Fairs, the organiser of European Bridal Week, can definitely forward to a successful trade event: “This trade fair provides everything the bridal market demands: high quality, great choice and lots of style”, says United Fairs Director Andrew Lookman.

“We put an emphasis on design statements, be it from established international labels or new aspiring talents. That is exactly what the bridal industry is about. As a trade fair organiser, we want to provide what everyone expects and then go and exceed all these expectations. Going the extra mile is what sets us apart. This ‘extra’ experience is what our exhibitors and visitors can expect at European Bridal Week from 3-5 July in Essen.”

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For advanced information on the show, please fill out our Form or contact Siegrid Hampsink directly at, siegrid@europeanbridalweek.com

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