BERLIN — Product will be moving into the forefront at the next Bread&&Butter in Berlin Aug. 31 to Sept. 2.
At a special B&&B preview here Wednesday, Zalando revealed the B2C festival, now dubbed “The Pop-up of Style and Culture” would be morphing into a real “see-now-buy-now” weekend packed with more than 100 limited-edition drops, exclusive products, collaborations and prelaunches from more than 40 brands. These can be purchased on site during B&&B at Berlin’s Arena as well as online. Also reflecting the push for more: a second ampersand is now officially part of the Bread&&Butter name. It had previously popped up in the event’s abbreviated form, but is now the official event name.
Moreover, Zalando will be launching a year-round shopping hub, breadandbutter.com, at the end of August. The online “destination for style and culture” will feature exclusive product drops and a trend assortment of selected streetwear brands, Zalando said.
Prior to the preview, Carsten Hendrich, vice president of Creative Lab Zalando, told WWD, “When we first started B&&B, we built it up like a market. It was about the shopping experience, but this year we’re moving further” with a heightened focus on product. “We worked very closely with the brands not
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