Revamped Who's Next Trade Show Sparks Excitement in Wholesale Market
By Editor • September 14, 2026 • 1 min read
The Who's Next trade show at Porte de Versailles in Paris this September showcased a remarkable transformation, attracting 1,300 exhibitors and a 3% increase in visitor numbers compared to last year. Frédéric Maus, CEO of WSN and the event's organizer, described this edition as his biggest yet, reflecting a growing demand for curated lifestyle assortments among retailers.
Expanding Exhibitor Base and International Interest
This year's show introduced the Shoppe Object area, which doubled its exhibitors to 100, catering to multibrand retailers looking to enhance their offerings. Notably, the event attracted a diverse international audience, with 56% of visitors coming from outside France. This year also saw the return of prominent brands, such as Armor-Lux, which aims to broaden its market presence through wholesale channels.
Innovative Approaches to Retailing
As traditional retail faces challenges, Maus emphasized the resilience of the wholesale model, suggesting that it could provide more stability for brands in the long run. The show also highlighted the integration of digital and AI innovations, featuring platforms like WhatNot, which facilitates direct sales for fashion brands. Meanwhile, emerging trends in fashion emphasized bold prints and styles, with buyers noting a shift towards maximalism and value-for-money options.
Source: wwd.com
