Founder of the Professional Beauty show, Mark Moloney has bought back the portfolio from Emap nine months after setting up a rival event in London.
The 22nd Professional Beauty show in London was scheduled from 6-7 March 2011 at London Olympia for the first time in several years, having moved to Excel. The rival Total Beauty Show, announced by Moloney in January, was scheduled to take place just one week earlier at Excel London (27-28 February 2011).
Emap acquired Moloney’s Trades Exhibitions business for £19m in December 2006. The deal included six beauty exhibitions in the UK, including the flagship Professional Beauty Show and a number of related magazines.
Under the new deal, Moloney will regain control of the Professional Beauty brand including shows in the UK, its magazine, website and subsidiary insurance business. Although financial details have not been disclosed, independent sources confirmed the purchase price was substantially lower than £19m.
The two shows will merge into a single event, under the Professional Beauty masthead, at Excel London on 27-28 February 2011.
According to reports, the Total Beauty show had 150 confirmed exhibitors – against Emap’s 30 – and required larger gross floor space than Professional Beauty in 2011.
Emap had not responded to requests for comment at time of publication.
"I know we won’t instantly get back to 40,000 visitors, but I hope to substantially better the 22,000 recorded this year," Moloney told EN.
Dermalogica was one of several organisations that opted to exhibit at both Professional Beauty and Total Beauty next year. Sales director, Celia Rose, was delighted by the decision to return to a single show in February/March.
"The situation we found ourselves in with two trade shows at the same time of the year was very difficult to face. These are two very experienced companies and you don’t want to have to choose between the two," she explained. "We chose to exhibit with both, which wasn’t ideal.
"The industry needs good quality trade shows – both could deliver, but not at the same time. We can now breathe a sigh of relief as it puts us in a better position. It takes the entire industry to really get behind a show to make it work."
For more on this story, check out the October edition of Exhibition News.