Pure Collection

Location Strategy

About the brand

Since being founded in 2002, Pure Collection has grown into one of the largest direct retailers of fine cashmere. The brand launched in the USA in 2006 and expanded their range to include womenswear in 2007. In 2011, the first store was opened in Tunbridge Wells – Pure Collection stores can now be found in 7 locations across the UK and in John Lewis nationwide.

About Pure Collection
Challenges for Pure Collection

The Challenge/Task

Having made the move from a direct (catalogue and online) business to physical retail in 2011, Pure Collection had grown to 7 stores and launched a new concession partnership with John Lewis when they asked Pragma to support the next phase of their roll-out in late 2015. Pragma worked to assess the retail rollout potential and priority locations.

What We Did

Evaluation of the buying behaviours, perceptions and key purchase criteria of Pure Collection customers in-store through an exit interview programme

Concession Planning: Review of the strategic partnership options open to Pure Collection and their economic implications

Assessment of suitable locations for the brand in the UK based on its customer profile, optimal retail models and prioritisation of locations in a detailed roll-out plan

“I’ve used Pragma in two different businesses now and their work is consistently high quality. Their latest work for us helping to define our roll out strategy is excellent.

COO, Pure Collection
Pure Collection Results

The Result

Pragma provided Pure Collection with a detailed wholesale and store roll-out model, which would support the next phase of rollout for the business. In addition, Pragma provided a unique insight into how customers were using Pure Collection across channels, with recommendations for quick-wins in-store.

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