Supreme Women & Men Munich impresses with growth in visitors, strong orders and flexibility

Supreme Women & Men Munich sent a clear signal to the market this season: full show floors, highly motivated buyers and noticeably more order activity — despite a retail environment that remains challenging. Saturday, February 7, 2026, in particular turned out to be the strongest day of the fair in a long time.

For the first time, many buyers deliberately used the platform on Saturday as well — with remarkable effect. One buyer puts it in a nutshell:

“I was here on a Saturday for the first time and was able to visit many stands without fixed appointments and write orders directly.” This flexibility proved to be a real growth driver, both for exhibitors and for the platform as a whole.

“This openness and flexibility have enabled our exhibitors to attract new customers in a targeted manner, and at the same time we are clearly winning back former buyers who used to come to us and have now deliberately returned,” says Aline Müller-Schade, CEO of The Supreme Group.

The return of familiar faces & new dynamism

The increased presence of key buyers from southern Germany, Austria and Switzerland was striking this season. Overall, Supreme Women & Men Munich recorded a clear increase in visitors compared to the 2025 winter season, combined with a high level of decisiveness on the floor.

Despite the strained market situation, buyers were in an extremely positive mood. The consensus: the collections have improved in quality, both in terms of materials and in design and positioning. The selection was perceived as clearly curated, relevant and close to the market.

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‍Successful newcomers & strong brand performance

Particularly successful was The Mercer N.Y., which was represented at Supreme in Düsseldorf and Munich for the first time. In Munich, the label recorded double-digit new customer growth, a strong sign of the quality of the local buyer structure.

New exhibitors also confirmed the special atmosphere of the Munich platform. Elfie-Selfie, represented in Munich for the first time, was delighted: “For us, Supreme Women & Men Munich was one of the most beautiful and well-organized trade fairs we have ever booked. We've won great new customers and received exceptionally positive feedback,” says Ewa Opoka from Elfie-Selfie (Switzerland).

High-quality international labels as a clear statement

The high-quality Italian and international brands, curated by Michael Schulz, also made a strong promise of quality. In addition to established names such as PINKO, PATRIZIA PEPE, TWINSET, ELEH, ELISABETTA FRANCHI and P.A.R.O.S.H., other strong labels were on show, including Allude, Bruno Manetti, Manzoni 24, CPL, Susanne Bommer, Gitta Banko, The Kooples, NARLI and Mabrun.

They once again underlined Supreme Women & Men Munich’s ambition to combine international relevance with regional proximity.

Trust, quality and real business moments

Supreme Women & Men Munich 2026 confirmed its role as a reliable, highly effective order platform in the DACH region. With clear curation, a personal atmosphere and a structure that creates space for new encounters, spontaneous orders and sustainable business relationships.

The Supreme Group — Curated. Connected. Inspired.

We connect brands, people, and opportunities. Today and for the next generation of retail.

THE SUPREME GROUP CONTACT

www.thesupremegroup.de

Katharina Buntrock
Press & Communications, THE SUPREME GROUP
munichfashion.company GmbH
Bretonischer Ring 18 · 85630 Grasbrunn
M +49 (0) 172 85 99 309
kb@thesupremegroup.de

THE SUPREME GROUP — The company

The Supreme Group was founded in Munich in June 2007. Having started out with two order platforms, the family-run company is now responsible for nine trade platforms, international brands and agencies. The portfolio includes Supreme Women&Men in Düsseldorf and Munich and, exclusively in Munich, Supreme Kids, Supreme Celebration and Supreme Body & Beach. At KWS, Kaiserswerther Strasse 117-119, Düsseldorf and MTC world of fashion, Building 1, Munich, The Supreme Group offers light-flooded locations, rooms with high-quality and luxurious showroom concepts, and successful presentation options. Both locations are also available for temporary rental — as temporary showrooms for fashion providers and as exhibition, conference or event space for organizers and service providers. For The Supreme Group, a future-oriented family business, environmental awareness and social responsibility have been a matter of course since it was founded — from switching to LED lighting at both locations to regularly supporting children's institutions.