Danish women’s sportswear brand PureLime is defying the current economic climate with a sales increase of 30 percent, both in the UK and internationally, on the same period in 2011.
Over the past 12 months, the brand has broadened its product scope to include tennis apparel, as well as an expanded fitness range featuring outerwear.
2013 will see a further expansion of the PureLime line-up, with a new Girls Tennis range due to launch in the UK for SS13 and an expanded bike range also set to arrive in store next year.
PureLime, which has been in the UK since 1995, attributes its recent sales growth to its low minimum order requirements and speedy turn around time.
This year has also seen PureLime make significant breakthroughs with its retail partners, becoming a Showcase Supplier for Intersport UK and seeing its tennis range enter David Lloyd Centres for the first time, this autumn.
PureLime managing director Martin Hudson said: “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. 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.”