Eurovet suspends plans for Californian edition of Riviera

The launch of the Californian edition of Riviera has been put on hold. Eurovet, its organizer, had hoped to bring Riviera, the beachwear event started in Cannes, France in summer 2013, to the United States. Organized by the American branch of CURVExpo, the kick off scheduled for mid-August edition has now been cancelled.

The trade show dedicated to beach fashion was to employ the same concept as its French counterpart, namely providing a meeting place for coastal retailers at the season’s close. While, as the name suggests, Riviera takes place on the French Riviera, the New York-based CURVExpo chose the West Coast - specifically Huntington Beach, California for the American edition. “The project is on pause, but the desire is still there,” said CEO Pierre-Nicolas Hurstel. “We convinced fifty American brands, including several big names, but we didn’t think it was enough," he says.

For the moment, he has not specified what follows for the project now that it has been suspended. At the same time, he has suggested a potential marketing campaign for 2015 or 2016, or even the possibility of developing other "Riviera" projects: “The desire to develop the Riviera’s presence in the trade show world it is still there.”

In France, on the other hand, the second edition of Riviera by Mode City will indeed take place - once again in Cannes, on the terraces of the Palm Beach Casino from September 7 - 8.

Anaïs Lerévérend (with Bruno Joly)