Curve will be heading to Montreal this fall.
The lingerie and homewear show will take place September 18-19 at Bonsecours Market in historic Old Montreal.
“We chose Montreal because it’s a hub in Canada and it’s an interesting market,” said Raphael Camp, managing director of Eurovet Americas, which is part of the Comexposium Group, the company that produces the Curve shows. “And his a new show, so we spent a lot of time recruiting new brands to come to the show.
Curve Montreal — coinciding with Montreal Fashion Week Sept 19-25 — will include lingerie and swimwear brands. Camp said it was also possible to add sportswear to the assortment.
“But it’s not really a question of category. The show is about the market,” said Marion Pradier Sentucq, Director of Marketing at Comexposium US “And Montreal is becoming a really good place for fashion and lingerie and they have a really good manufacturing community there. And they have amazing stores too. So it’s a huge market.
“And the government really hopes to build the fashion district and attract international buyers and international brands to come to Canada,” she added.
Pradier Sentucq said plans for Curve Montreal began before the pandemic, but were put on hold due to the sudden halt in travel. Depending on successAfter the first Curve Canadian show, she said subsequent shows could take place in Toronto or Vancouver, British Columbia.
“We don’t really know yet,” said Pradier Sentucq. “But it’s very exciting for us to bring Curve to all of the Americas. After Canada maybe [we’ll bring the show] to South American markets, possibly Mexico. There is also a huge untapped market here.
Curve, which was most recently in New York Spring Studios from July 31 to August 2, also stops in Paris and Los Angeles.
“All of the buyers in Canada are very happy that we’re bringing the show to them because a lot of them have stopped coming to the United States,” Pradier Sentucq said. “It was too expensive and it was difficult for them to hire enough staff [to work in their stores] when they come to shows in the United States. So for us, bringing the show to Canada is giving them a gift.