California Apparel News

The Capsule trade show has joined Reed Exhibitions’ portfolio of more than 500 events around the world, including the Agenda trade show, in which Reed acquired a stake in 2012.

Capsule was founded in 2007 by BPMW’s Edina Sultanik, Minya Quirk and Deirdre Maloney. The trade show expanded beyond its New York base to include shows in Las Vegas, Paris and Berlin, showcasing contemporary and young designer apparel, accessories and footwear collections.

The acquisition will give Capsule access to Reed’s large infrastructure.

“It will allow them to play on a bigger stage and make it more competitive,” said Jason Bates, chief executive officer of the Derelicte showroom and co-founder of the now-shuttered Class trade show. “With more marketing and branding, they can make it a lot more competitive and take it to the next level.”

Since its launch, Capsule offered a curated mix of up-and-coming and established brands, often exhibiting in striking venues. Rob Jungman, founder and chief executive officer of Jungmaven, which exhibits at Capsule, praised Capsule’s format.

“I hope it’s going to be the same show,” he said. “[Capsule] is a special family. They make it an intimate, non-aggressive experience. It’s like hanging out with friends and family. I’ve never felt that way with any other show.”

Maloney, Sultanik and Quirk will work with the Reed management team to continue to produce the event, according to a statement released by Capsule.

“We’ve watched the community of Capsule brands shape the fashion landscape, and we’re proud to offer a boutique experience that provides the opportunity for industry relationships to flourish,” Maloney said in a statement. “But as the market has grown, so have we, and the time is right for us to join forces with a world-class company like Reed that can help us do what we’ve always done, better. We are so impressed with Reed’s global perspective and rich experience, and we’re looking forward to working together on what is, and will remain, a very personal project for us.”

Reed Senior Vice President Greg Topalian described Capsule as “a great cultural fit” with the company’s fashion portfolio. “The team’s dedication to the feel, authenticity and respect for the market it serves has been, and will continue to be, the keys to Capsule’s success,” he said in a statement.

Sultanik said the time was right to partner with Reed. “Their support will allow us to spread our wings,” she said in an email announcement about the acquisition. “Reed will provide Capsule with more outreach to retailers, smoother back-end processes, and the ability to secure amazing venues and a wealth of partnerships to benefit the Capsule experience. Most importantly, the folks at Reed believe in Capsule and see its beauty. We hope to maintain the integrity and vibes of our shows while creating a better experience overall for our exhibitors and visitors.”

Terms of the deal, which closed in December, were not disclosed.