ITE Group plc, owner of the UK fashion trade shows Pure London, which includes kidswear show Bubble at Pure London, Moda, Jacket Required and Scoop, is rebranding to Hyve Group plc.

The new name and brand identity reflects the evolution of the Group’s business resulting from its Transformation and Growth programme (TAG). The programme, which was announced in May 2017, is now nearing completion.

Through the TAG programme, the Group’s vision is to create a portfolio of content-driven, must-attend events delivering an outstanding experience and ROI for customers.

Commenting is Martin Arnold, Hyve Group fashion portfolio director. “We have a very clear vision and strategy and the right people in place to deliver it. Creating a new identity for the Group enables us to reflect on everything achieved so far and to look confidently ahead to a future as one of the world’s leading event organisers.

“The Hyve fashion portfolio encompassing Pure London, Moda, Scoop and Jacket Required will benefit from the global centralised operating systems; designed to deliver the best experience and ROI while ensuring they maintain their market-leading individuality and passion.”

Also commenting is CEO of Hyve Group plc, Mark Shashoua. “We launch our new brand identity, Hyve, to move us into the future with a clear vision, well-defined strategy and a renewed energy.

“We have transformed the Group into a next-generation global events business. Our new name is a better reflection of who we are now and captures our ambitions for our future.

“We are now in a better position than ever before. Following four years of decline, FY18 was the second consecutive year of like-for-like growth; including double-digit growth from our Top 10 events. Plus, the first year of growth in both volume and yield since 2014. As Hyve, we are on a mission to deliver unmissable events.”