The Event

MAGIC Las Vegas (February) 2027 Las Vegas · February 16–18 2027

MAGIC Las Vegas is an apparel sourcing and buying floor, weighted towards young contemporary and fashion apparel. February 2027 is the first of the two Las Vegas market weeks MAGIC runs each year, the other landing in August.

Three days at the Las Vegas Convention Center, running 9am to 6pm on the Tuesday and Wednesday and closing earlier at 4pm on the Thursday. Plan the last day as a half day rather than a full one.

View event site → What this means for EU expansion

The Room

Who's expected at MAGIC Las Vegas (February) 2027

This is a buying floor. Apparel brands and manufacturers show, retail buyers walk, and the transactions are wholesale rather than direct to shopper. Young contemporary sits at the centre of the February mix, which pulls in independent boutiques and buying teams alongside larger accounts.

What you will not find much of is ecommerce operations talk. Nobody is running a session on VAT registration or European packaging rules here. The value is upstream of all that, in who makes your product and to what specification.

Retail buyers Boutique owners Apparel brand founders Sourcing and production leads Private label developers Wholesale sales reps Merchandisers

For a growing brand seeking the next step up, is MAGIC Las Vegas (February) 2027 a good fit?

If your priority right now is product and supply, MAGIC is a stronger venue for that than it is for anything to do with channels, compliance or logistics. A brand hunting for a European distribution answer will come home empty. One rethinking where its garments are made, and therefore what its fibre labelling, packaging and landed cost will look like in Europe, gets a lot from three days of walking a sourcing floor with those questions in mind.

Retail buyers and boutique owners

The people the floor is built for. They arrive with open-to-buy budgets and a season to fill, which sets the pace and the conversation for everyone exhibiting.

Apparel brand founders

Showing a range, seeing what sells alongside it, or doing both. For a founder weighing Europe, the useful exercise is asking exhibitors what they already ship into the EU and what that took.

Sourcing and production leads

Here to find or replace suppliers. Their decisions set fabric composition, care instructions and packaging, which are exactly the details European labelling rules reach into later.

Private label developers

Building own-brand ranges for retailers. Worth talking to if you are weighing whether to own manufacturing relationships directly before expanding into a second continent.

Programme

What's on at MAGIC Las Vegas (February) 2027

MAGIC runs as a buying floor rather than a lecture programme, so the shape below describes the areas a visitor works through over three days rather than a published schedule. Treat the session lines as the kind of conversation each area produces.

01 Young Contemporary

The heart of the February edition and the reason most buyers book the trip. For a brand looking at Europe, this is where you see how your price point and aesthetic sit against everyone competing for the same shelf, before you try to win one in Berlin or Amsterdam.

Reading the young contemporary floor for price architecture
Where US and European taste diverge on the same rail
Sizing and fit expectations across markets

02 Apparel Sourcing and Supply

Manufacturers, mills and production partners. The questions worth carrying here are European ones: can this supplier document fibre composition to EU labelling standards, and will packaging arrive in a form you can register under European rules without repacking it?

Qualifying a supplier against EU labelling requirements
Minimum order quantities when you split stock across continents
Packaging decisions made at the factory, paid for in Europe

03 Buying the Season

February sets the buy for the season ahead, which is why the room fills with people holding budgets. A brand planning a European launch can use the same calendar logic in reverse, working backwards from the date it wants stock live in an EU warehouse.

Working a market week backwards from your launch date
Lead times when stock has to clear customs once, in bulk
Holding two buying calendars, US and European

04 Brand and Wholesale Relationships

Three days of face time with buyers, reps and other founders. European wholesale works on different terms from US wholesale, and the fastest way to learn those terms is from a brand two steps ahead of you that already sells there.

What European wholesale buyers ask for that US buyers do not
Agents, distributors and selling direct in the EU
Returns terms and who carries them

Live Intelligence

What's being said about MAGIC Las Vegas (February) 2027

These are the themes we expect around the February edition, drawn from the Events Intelligence record of September 2026, and this block will be refreshed as coverage develops.

Nothing published yet on the size of the 2027 edition

ORGANISER SITE · SEP 2026

As of September 2026 the organiser has put out no attendance and no exhibitor count for February 2027. What the site does carry is a brand list for the August 2026 edition. Those are different shows in different months, so treat an August figure as an August figure and nothing more. We will add a number here when the organiser publishes one.

February is the first of two Las Vegas market weeks

EVENTS INTELLIGENCE · SEP 2026

MAGIC runs twice a year in Las Vegas, in February and again in August. The February edition sits earlier in the buying year, which makes it the better one to attach a European plan to if you want stock landed and selling before the autumn. Brands that go to both use February for supply decisions and August for the season that follows.

Young contemporary sets the tone of the floor

EVENTS INTELLIGENCE · SEP 2026

The February mix leans towards young contemporary and fashion apparel rather than general merchandise. That matters for European planning because fashion is a high-return category, and the returns economics of selling clothing into Europe from a US warehouse rarely survive contact with a spreadsheet.

Three days, and the third one is short

ORGANISER SITE · SEP 2026

Published hours run 9am to 6pm on Tuesday 16 and Wednesday 17 February, then 9am to 4pm on Thursday 18. Two hours come off the final day, so anything you leave until Thursday afternoon is at risk of not happening. Book flights accordingly.

The bigger picture

What you source in Las Vegas decides what Europe lets you sell

Fashion is one of the lighter-touch categories for EU compliance, certainly next to electronics or cosmetics. Lighter touch is not no touch. Textile fibre composition labelling is required, care labelling is expected, and both trace back to a decision made with a supplier months before anyone thinks about a European listing. Walk the sourcing floor with that in mind and you save yourself a retrofit later.

Textile fibre composition labelling is required in the EU, and care labelling is expected. Ask suppliers what documentation they can provide before you commit to a range.
Packaging registration under Extended Producer Responsibility rules is done country by country. Germany, France and others each need their own, and going without risks marketplace suspension.
Fashion carries high return rates, and European shoppers expect easy local returns. A returns address in-market is part of the launch, not a later refinement.
Customs treatment of low-value goods shipped into the EU is tightening, which raises the landed cost of sending individual parcels from a US warehouse to a European shopper.

Expandly works with 2,000+ brands and runs the European side as one operation through the Global Expansion Pathway (GEP™), covering VAT (value-added tax) registration, our Netherlands warehouse, returns and marketplace setup together. The sourcing decisions stay yours. The apparatus that turns them into European sales is ours.

Published scale

The organiser has released no attendance or exhibitor numbers for February 2027. The site currently carries a brand list for the August 2026 edition only.

Not published 2027 attendance

Labelling starts at the factory

Fibre composition labelling is required for textiles sold in the EU. It is settled by the supplier you choose, which makes it a sourcing decision rather than a compliance one.

Required fibre composition labelling

One partner, one operation

Expandly runs registrations, fulfilment from our Netherlands warehouse, returns and marketplace setup as a single European expansion, on the Global Expansion Pathway.

GEP™ the method we run it on

Good to Know

Questions about MAGIC Las Vegas (February) 2027

When and where is MAGIC Las Vegas in February 2027?

February 16–18 2027 at the Las Vegas Convention Center. Published hours are 9am to 6pm on the Tuesday and Wednesday, then 9am to 4pm on the Thursday, so the final day is two hours shorter than the first two.

How is the February edition different from the August one?

MAGIC runs two Las Vegas market weeks a year, one in February and one in August. They are separate editions with separate exhibitor line-ups, and February sits earlier in the buying year. If you are planning a European launch around a buy, February gives you more runway before the autumn season.

How many people go to MAGIC Las Vegas in February 2027?

The organiser has not published an attendance or exhibitor figure for the February 2027 edition. The site currently carries a brand list for the August 2026 edition, which is a different show in a different month, so it should not be read as a guide to this one. We will update this page if a figure is released.

What should fashion brands know about selling in Europe?

Fashion is less heavily regulated than categories like electronics or cosmetics, but textile fibre composition labelling is required, and care labelling is expected. Packaging registration and returns matter more here, since fashion has high return rates and European shoppers expect easy, local returns. Plan reverse logistics as carefully as fulfilment.

Why are US brands expanding into Europe now?

The main reasons are rising US advertising and acquisition costs, marketplace and tariff volatility, and the risk of depending on a single channel or market. Europe offers large, less-saturated markets as a growth and diversification play. The brands that succeed treat it as a structured operation, not a listings exercise.

How big is the ecommerce opportunity in Europe for US brands?

Europe is one of the world's largest ecommerce regions, and many categories are less saturated than the US with lower advertising costs. Growth rates, dominant channels, and shopper habits vary widely by country, so market data should be read per market rather than treating Europe as one block. The opportunity is real but market-specific.

Make Your Move

Source it in Las Vegas. Sell it in Europe.

Three days on a sourcing floor is three days of decisions that follow your product into every market it reaches. If Europe is anywhere on your 2027 plan, the supplier conversations you have in February are the cheapest place to get European labelling and packaging right.

Tell us where you are heading and we will send you the specifics before you fly: what EU fibre labelling asks for, which packaging registrations apply where, and what returns really cost in a category with fashion's rates. When you are back, we will take your buy and work out what it takes to have it selling from our Netherlands warehouse. Worth a conversation while the range is still open.

Global Expansion Pathway™

Where to Expand