Danish women’s sportswear brand PureLime has grown sales by more than 30 per cent compared to the same period last year.
The company has broadened its scope to great effect in the past 12 months, successfully launching tennis apparel to the UK market this summer, as well as an expanded fitness range featuring outerwear that stays true to the brand’s ethos of producing stylish, top level performance clothing for women.
2013 will see a further expansion of the PureLime line up with a new US-trialled Girls Tennis range due to launch in the UK for spring/summer 2013 and an expanded bike range also set to arrive in store next year.
PureLime says 2012 has been a tipping point across Europe and the USA for the brand, as its reputation has grown among end users.
With retailers supposedly risk averse and reluctant to take on new brands in the current climate, the company’s low minimum order requirement and quick reaction time to these orders has had a positive effect in terms of gaining the brand a more substantial presence on shop shelves.
2012 has also seen PureLime make significant breakthroughs with its retail partners, becoming a Showcase Supplier for Intersport UK, plus its tennis range is available for the first time at David Lloyd Centres from this autumn.
“There’s been an increasing demand from consumers for more PureLime product to complement our core ranges in the last year or so, which has led to our decision to broaden our offering still further,” says Martin Hudson, managing director of PureLime in the UK.
“We’ve never been afraid of diversifying when we feel the demand is there, as long as we stay true to our commitment to performance, technicality, comfort and style when we do this.
“The new products we have introduced and are planning to bring in next year are distinctively PureLime, but subtly branded and offer women something different to the obvious big name brands that have been around for so long.
“I know it’s been said before, but women do genuinely wear PureLime clothing outside of a sporting environment because it’s so comfortable and because it looks so stylish.”
