UBM Asia to acquire Novomania

Asia’s exhibition organiser UBM Asia is to acquire Novomania, an urban fashion event in Shanghai owned by Novo Mania Limited.

Once the acquisition is completed, UBM will own 60 per cent of a joint venture company, with Novo Mania Limited, called UBM Novomania, to organise the event from this year onwards.

Novomania was launched in 2010 as an annual urban fashion event by the Novo group of companies, a retailing and fashion conglomerate based in Hong Kong that operates and distributes more than 50 international brands and has stores in 45 Chinese cities. By bringing together designers, brands, buyers, distributors, retailers, franchisses, department stores, mall operators, real estate developers and the media, it creates a platform for introducing retail concepts to international brands which are seeking to enter the China market and for providing new business opportunities for domestic brands.

Last year’s Novomania held at Shanghai World Expo Exhibition & Convention Centre welcomed 117 exhibitors from 13 countries and registered 13,000 visitors. It showcased latest trends in major areas of urban fashion such as denim and urban, sports and street, shoes and accessories, fashion and chic and contemporary and premium. This year, Novomania will be held from July 17-19 at Shanghai Mart.

“This joint venture continues our strategy of focusing on sectors and markets with the most exciting growth potential,” said UBM Asia president and CEO Jime Essink.

Guilherme Faria, Novomania GM, together with his team, will be incorporated into the UBM China (Shanghai) office, reporting to the board of UBM Novomania.

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