LA Men’s Market Moves to CMC Penthouse

For its fourth run, the Los Angeles Men’s Market trade show is going on a growth spurt.

LAMM is moving into the 93,000-square-foot penthouse floor of the California Market Center showroom building when its Holiday 2015 show takes a bow on April 7–8, said Kellen Roland, LAMM’s founder.

LAMM was formerly held in the CMC’s smaller Area 4 section on the fourth floor of the Los Angeles showroom building. During those shows, some brands were able to display in permanent showrooms, and others exhibited in temporary showrooms, Roland said.

“By going up to the penthouse, it gives every brand an incredible spot, and it will improve the experience for the buyers. They will be able to easily shop every brand,” Roland said.

More than 150 brands will exhibit at the upcoming trade show. More than 100 will display in 10-by-10 booths. Roland forecasts triple the number of buyers will shop the show compared with LAMM’s last show in October.

Some confirmed brands exhibiting at LAMM are 10 Deep, Apolis, Asics, B & O Play, Brixton, Clarks, Diamond Supply, G-Shock, Herschel Supply Co., Huf, I Love Ugly, Komono, Obey, ourCaste, Publish, Rains, Stance, Woolrich and Zanerobe.

Retailers shopping past LAMMs have been Active, American Rag, Attic 2 Zoo, Black Market, Conveyor, Crsvr, Hemingway & Pickett, Jack’s Surfboards, LASC, Milkmade, Moose Limited, Need Supply Co., Pacific Sunwear, Poketo, Revolve, Stockist, Sun Diego, Tank Farm & Co., Tilly’s, The Well, Val Surf, Wasteland, Wildfang, Zappos, Zebra Club and Zumiez, Roland said.

The upcoming show also will offer lounges that will feature food from some cult Los Angeles–area eateries such as Egg Slut and Bludso’s BBQ. Om Nom Organics, a Los Angeles Fashion District grocery, also is scheduled to set up a pop-up convenience shop at the show. Also at the show is a newsstand stocked with high-end men’s fashion and pop-culture periodicals such as Inventory Magazine.

LAMM is a biannual show that concentrates on Summer and Holiday collections rather than Spring and Fall collections. Roland felt that there were not enough trade shows serving business for those seasons. LAMM was launched at the CMC to bring men’s buyers to the womenswear-focused LA Fashion Markets.