On completion of the purchase last week Sue Ede, DMG’s Fairs Director, told the Antiques Trade Gazette: “There is currently a gap in the London market between the high quality datelined events and the bottom end of the fairs scene. Our intention is to plug that gap by developing Wembley and Lee Valley in line with both our perceptions of market demands and the results of regular dialogue with our customers.”
The Wembley Antiques and Collectors Fair, which was bought from Jax Fairs, will continue at Wembley Exhibition Centre but will be relaunched on the lines of DMG’s Shepton Mallet event becoming a two-day weekend event with a 1940 dateline and space for up to 500 stands. The first of the revamped fairs will be in October.
The Lee Valley Fair, which was previously owned by Jacqui Greenland and Barry Upson, will have a format on the lines of DMG’s monthly Malvern events. A second new hall, with 1940 datelined stock, will be introduced and efforts will be made to attract furniture dealers. Ten fairs are scheduled for 2000.
DMG buy two fairs in London
UK: DMG Antiques Fairs has moved into the London market with the acquisition of two well-known North London events, the Wembley and Lee Valley fairs.