There seems to be constant change on the German trade show scene. After CPD’s transformation into the more intimate gathering that is the Gallery, British organizers Ocean Media have announced a new player: What’s New, a women’s trade show due to take place this July in Düsseldorf. The show is hoping to attract established European brands. Ironically, Ocean Media have chosen to host the event at the Böhler Werk, an industrial site where The Gallery was thinking about hosting its July 2012 edition. In the end, The Gallery opted for a more intimate showroom setting.

The show will take place between 20 and 22 July. The organizers believe that there is a place in the Rhine conurbation for an international platform that allows smaller brands without a showroom to showcase their goods in an environment that cannot necessarily be found The Gallery, Premium Order Düsseldorf or Supreme.

It remains to be seen whether the show will be a success and manage to cement its place in the German tradeshow calendar. Ocean Media have made several attempts to break in the German market, including its Berlin lingerie show 5.elements, which disappeared a few seasons ago.