Immagine Italia is back live with a new course

The 2020 edition of Immagine Italia (courtesy of Immagine Italia)

Image Italy & co. returns to Florence with a new course led by Underbeach. The Florentine company, former owner and soul of the international beachwear show Maredamare held in July in the Tuscan capital, the concession for the use of the brand of the fair dedicated to underwear, lingerie and homewear, conceived and historically managed by Chamber of Commerce of Pistoia. Starting from the next appointment of Immagine Italia & co., Staged with the fifteenth edition from 5 to 7 February 2022 inside the Fortezza da Basso, the management of the annual event will be headed by Underbeach, which will therefore be the organizer of the two fairs, today the only professional appointments in the sector in Italy.

“After the merger between the Chambers of Commerce of Prato and Pistoia, the body decided not to deal with the management of the fair anymore by organizing a tender that we won, ensuring the management of the brand for three years, with the option to purchase the end of the period », explained a MFF Alessandro Legnaioli, managing director of Underbeach, continuing: «We will try to make the two fairs more organic and interchangeable, which will still keep their soul, given that 60% of them are directed to different exhibitors, while 60% of buyers are in common». Legnaioli then outlined the new challenges: «We will also ask for Immagine Italia & co. accreditation as an international fair and we aim to host 150 brands, the same number as the last physical edition of February 2020, having already occupied 60% of the spaces with pre-accessions and considering the excellent results of the sector, with high consumption from lockdowns “.

It should be noted that the fourth edition of Firenze Home TexStyle, textile and home linen festival organized by Florence Fair. (All rights reserved)


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