NATIONAL: Swimwear distributor Zoggs has secured the Australian license for Scandinavian sportswear brand PureLime.
The brand would launch into the market through a dedicated Australian online store with a range of sports apparel, basics, accessories and underwear. PureLime was already available in the US, Canada, Europe and select regions across Asia including Hong Kong and Singapore.
PureLime Australia marketing and business development manager said the decision to launch the brand online was a strategic one.
"There is no denying the fact it's a tough time economically to be bringing a new brand into the Australian retailer environment. However, with the current trend towards online shopping...PureLime will be a strong competitor in the women's fitness apparel market won't break the bank."
The launch range was designed using high performance fabrics and features included anti-bounce bra straps, seamless underwear and Coolmax gussets to wick moisture away from the body. Sizes ranged from S to XL for apparel and 34B to 40G for sports bras while prices started at $14 for socks to $120 for jackets.