sgbawards
Bet on a winner
The Sporting Goods Business Awards, or SGB Awards, is designed by the industry, for the industry, to recognise and reward excellence. The competition took place across SGB magazine’s various print and digital platforms, and, uniquely, the winners were determined purely by the vote of their industry peers. SGB caught up with Martin Hudson of PureLime, winner of SGB Sports Brand of the Year
How does it feel to be named the SGB Sports Brand of the Year? A mixture of complete surprise and delight! To say it was an unexpected accolade is an understatement: it is very humbling to think that our peers in the sports trade have voted for us especially given the other fantastic brands that were also nominated for this prestigious award. A huge thank you to everyone who voted for us.
Why do you think PureLime won this award? What sets you apart from other, similar brands? We use pure, crisp, innovative Scandinavian design in modern technical fabrics to create outstanding garments and our collections now cover all areas of women’s active and leisure wear from fitness through tennis to leisure wear, running, cycling, dance, yoga, sports bras, our unique seamless baselayer, shoes and accessories ranges. As well as our clean design, great fit and
practicality, all our garments are made from top quality highly technical performance fabrics. We never deviate from the high standards that have been fundamental to PureLime since the company’s formation and which we believe to be one of the major reasons for our success.
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As we head into Spring/Summer, what are the highlights of your 2016 product ranges for retailers? In today’s busy world there is a far greater fusion between fashion and sports & leisure wear so for S/S 2016 our emphasis is on having fashionable sporty garments that perform technically and make you look good whether you’re exercising or simply relaxing at a café with friends. Our leisurewear fabrics are light, soft and smooth with a technical touch and designed to be layered - our SS16 collection is sure to make the PureLime woman stand out from the crowd.
What are the current consumer trends in the sports apparel market? What sorts of innovations are consumers looking for? Athleisure, Sports Luxe, Sports Leisure - call it what you will, activewear is THE fashion trend of the moment. Bold prints, bright colour blocks, sheer mesh panels and intricately detailed garment backs are the design cues for SS16.
How can your products help specialist sports retailers differentiate themselves from regular high street shops? PureLime is for today’s modern woman – individual and does not follow the crowd wearing the ubiquitous brands that are seen everywhere. We cherish our relationship with our retail partners and, I hope, really look after them well. We specifically do not sell to the big sports multiples so by buying from PureLime, the specialist retailer can be confident that they will be offering a beautiful desirable premium product that is not available everywhere.
What is the next step for PureLime? What are its plans for the future? One thing I’ve learned whilst working with PureLime is that the company never ever stands still and is constantly innovating which makes it an exciting and stimulating place to work. Over the past few seasons we’ve introduced our Women’s Tennis range to the UK and Ireland; our Seamless Baselayer range; our Girl’s Tennis range; our Plus Size range (for sizes 20-26); our Girl’s Active Mini and Junior ranges, the list goes on! For AW16, we’ve expanded our Leisure wear range again, enhanced our shoe range and introduced a new Jacket and Coat range so you can be sure we will keep on innovating.
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