Due to the coronavirus crisis, in April the dates of the Premium Group’s events were provisionally moved from the original schedule (31^st of June to the 2^nd of July) to the end of July (running from the 28^th to the 30^th). Now, the Federal and State governments have decided to cancel large-scale events with over 1 000 visitors until the 31^st of August 2020 and so Premium is cancelling their summer events.

Anita Tillmann, Managing Partner of the Premium Group commented: “We greatly regret the decision of course, especially after the success of our January events. The ban on large-scale events has been around for some time and has been publicly discussed. It hurts us to do it, but we are also conscious of our responsibility. If cancelling our trade shows, conferences and parties contributes to the safety of our customers and visitors, then we have to take this step. We are in close contact with all our brands and partners and have spent the last four weeks discussing possible approaches, concepts and new focal topics for the summer".

The group has been working on digitalization in the previous months and believes the investment will now start to bear fruits: with the "entire procurement process digitalised", a "seamless, functioning wholesale process on an international scale – both for brands and retailers" will be possible. Premium will shortly start to offer webinars on this and will be in a position to offer their "customers an optimal, digital ordering solution so as to use this time of the pandemic efficiently".

However, the group believes nothing can replace the in-person contact and are already working on new concepts for 2021 and liaise with the key stakeholders in Berlin to ensure the shows are back running in the new environment which lies ahead.