Retail in Asia


Rue Madame Fashion Group to oversee PURE Apparel’s operations

Asia’s premium lifestyle brand PURE Group, that includes PURE Yoga, PURE Fitness, PURE Nutrition, nood food, PURECAST and FUZE has signed a joint venture agreement with Rue Madame Fashion Group (RMFG) to oversee the management of PURE’s apparel business across all locations.

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RMFG’s team will oversee operations at PURE Apparel starting from 7th February 2022. This will include buying, retailing, marketing and visual merchandising. The RMFG and PURE teams will work closely together in expanding and redefining the retail experience at PURE.

“I am such a big fan of PURE and extremely happy to work with PURE and meet the team, especially from retail. I very much look forward to working on all retail aspects from branding to curation or stock management, process and much more to ultimately provide a fantastic retail experience for PURE Cardholders in line with PURE’s core values,” said Ariane Zagury, RMFG Founder.

“We’re excited about this brand new retail experience for the PURE community. RMFG’s Sweaty Betty team has already been collaborating with PURE. Combining RMFG’s rich retail expertise and extensive consumer insight with PURE’s reach across multiple PURE communities in Asia will bring a fresh approach to both product offerings and the customer shopping journey. I’m confident that we will continue to deliver a most rewarding experience to the PURE community and beyond,” said Colin Grant, Co-founder and CEO of PURE Group.

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Founded in 2010 in Hong Kong, RMFG has built a multi-brand retail business covering all the markets that PURE is also in. RMFG’s brand portfolio includes American Vintage, Hobbs, Phase Eight, Whistles and Gerard Darel, as well as women’s active wear brand Sweaty Betty. The company also operates multi-label stores under the name of Rue Madame.  As of 2022, the group operates 38 stores and employs approximately 120 people across Hong Kong SAR, Macau SAR, and Singapore as well Mainland China through Tmall.