The Berlin Bread & Butter show, held from August 31-September 2, 2018 witnessed a surge in visitors compared to last year. The show, this year was visited by around 35,000 visitors, compared to 30,000 last year. The show had over 40 exhibitor stands, majority of which housed fashion brands. Cosmetics labels Clinique, M.A.C. and Origins were present as was German e-tailer Zalando, the owner of Bread && Butter, which has featured a beauty section in the exhibition since March 2018.
Popular exhibitors either put their products up for sale or offered services, entertainment or even the chance to take part in a prize draw, like Mercedes, which offered visitors a chance to try their luck at winning a car. Exhibitors like Nike and Adidas also adopted a experiential approach by staging concerts, while Columbia’s stand offered T-shirts customised using paintball equipment in a transparent booth.