PURE Group is excited to announce that a joint venture agreement has been signed with Rue Madame Fashion Group (RMFG) to oversee the management of PURE’s apparel business across all locations.

RMFG has successfully built a multi-brand retail business covering all the markets that PURE is also in. They bring a wealth of retail expertise and will establish a team that will transform the shopping experience across all PURE studios in Asia.

RMFG’s team will oversee operations at PURE Apparel starting 7 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.

Upon signing the collaboration agreement, RMFG Founder Ariane Zagury said, “I am a 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.”

Colin Grant, Co-founder and CEO of PURE Group said, “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.”


About The PURE Group

Founded in 2002 and headquartered in Hong Kong, The PURE Group is Asia’s

leading premium lifestyle brand that includes PURE Yoga, PURE Fitness, PURE Nutrition, nood food, PURECAST and FUZE. PURE Group has locations in Hong

Kong, Shanghai, Beijing, Singapore and New York. PURE Yoga has a wide variety of yoga and meditation classes and private yoga programmes, including workshops

with renowned teachers from all over the world. PURE Fitness offers the industry’s best from around the globe, encompassing strength and cardio training in addition to dynamic group classes led by passionate world-class instructors. Together with nood food’s healthy-licious cuisine, PURE Nutrition’s tailored programmes as well as FUZE’s innovative small group training, the PURE Group is an integrated community dedicated to helping people lead a happier, balanced 360˚ lifestyle. The Group currently has over 100,000 clients and more than 2,000 employees.