Pure Collection
Pure Collection is a British cashmere and knitwear brand founded in Harrogate, Yorkshire, in 2002. It sells women's and men's knitwear in cashmere, wool and cotton alongside a wider womenswear range.
| Founded | 2002, Harrogate |
|---|---|
| Speciality | Cashmere knitwear |
| US launch | 2006 |
| Main channel | E-commerce |
| Website | purecollection.com |
What is Pure Collection?
Pure Collection is a British fashion brand that describes itself as cashmere experts since 2002. It was founded in Harrogate, Yorkshire, where its in-house design team was based, and it built its business on cashmere sweaters, cardigans and cover-ups sold directly to customers.
History
The brand launched in the United States in 2006 and introduced its first full womenswear range in 2007, adding tailoring, dresses, shirts, jeans, trousers and jersey pieces to its knitwear. It opened its first shop in Tunbridge Wells in 2011 and later operated a small chain of UK stores, as well as concessions in John Lewis. In February 2020 the company entered administration; its stores had already closed and the business continued to trade through its website.
Products and positioning
Today the online shop offers women's and men's knitwear in cashmere, wool and cotton, women's silk and cotton jumpers, blouses, dresses, skirts, trousers, jeans, outerwear, loungewear and ponchos, plus accessories such as gloves, hats, scarves and socks. An outlet section and gifting collections sit alongside the main range.
Distribution
Pure Collection sells primarily through its own e-commerce site, with storefronts for the UK, the USA, Germany and other countries. Historically it was also available through John Lewis stores and the John Lewis and Next websites.
Why it matters
Pure Collection is an example of a direct-to-consumer knitwear specialist that moved from a physical store estate to an online-led model.
Frequently asked questions
Where is Pure Collection from?
Pure Collection is a British brand founded in Harrogate, Yorkshire, in 2002.
What does Pure Collection sell?
It sells cashmere, wool and cotton knitwear for women and men, plus womenswear such as dresses, blouses and trousers and knitted accessories.