Pure Collection
- Company typePrivate
- Founded2002
- HeadquartersHarrogate, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
Pure Collection firmographics
Firmographics- Name
- Pure Collection
- Legal name
- Pure Collection Ltd
- Website
- https://purecollection.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Pure Collection industry classification
Industry- Product category
- Premium Cashmere Knitwear
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Yarn, Knitting & Crochet Supplies Retail (CRALACAF)
Keywords
Where Pure Collection is headquartered
LocationHeadquarters
- HQ city
- Harrogate
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Pure Collection business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct Retail Sales: Pure Collection generates revenue through direct sales of clothing and accessories to consumers via its e-commerce website, telephone orders, mail order catalogue, and physical factory shop. Products include premium cashmere knitwear, wool and cotton garments for men and women, and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Cashmere Products |
| Unit Pricing | Pay-as-you-go | Delivery Tiers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Pure Collection product offering
Product offeringCore offering
Pure Collection designs and sells premium cashmere, wool, and cotton knitwear directly to consumers, including women's and men's sweaters, cardigans, shirts, tees, dresses, jackets, coats, trousers, accessories, and babywear. Products are sold through the company's own e-commerce website, telephone ordering, mail order catalogue, and a physical factory shop, with cashmere garments crafted from premium A-grade yarn sourced from Inner Mongolia and other garments produced in the UK, Bulgaria, Lithuania, Portugal, Romania, Tunisia, and Turkey.
Product overview
Pure Collection is an online retail e-commerce platform specializing in premium cashmere, wool, and cotton knitwear. The offering consists of a unified e-commerce platform for men's and women's clothing, supplemented by specialized product categories including pure cashmere items, wool-cashmere blends, cotton shirts and tees, babywear, and a dedicated holiday/vacation collection. The company operates sale and clearance sections with seasonal promotions and multibuy offers. Supporting services include a care and repair service for garments, Click and Collect delivery options, and gift voucher products. All products are designed in England and shipped from Burgess Hill, with cashmere garments manufactured in Inner Mongolia and other items sourced from UK, Bulgaria, Lithuania, Portugal, Romania, Tunisia, and Turkey.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Cashmere Knitwear Women's premium cashmere sweaters, jumpers, cardigans, and accessories (including V Neck Cardigan £150, V Neck Sweater £145, Scalloped Edge Cardigan £160) crafted from premium A-grade cashmere yarn, sold in sizes 8–24 across multiple colours.
- Men's Cashmere Knitwear Men's premium cashmere sweaters, jumpers, cardigans, and accessories including V Sweater (Style MK315), Zip Neck Sweater (Style MK338), Crew Sweater (Style MK314), and Button Through Waistcoat (Style MK342), priced £140–£175, available in sizes S–XXXL.
- Wool Cashmere Blend Knitwear
- Cotton Shirts and Tees
- Babywear
- Holiday/Vacation Collection
- Care and Repair Service
- Gift Vouchers and E-Vouchers
- Cashmere Care Products
Quantifiable outcome
- Cashmere garments made from premium A grade yarn
Companies that use Pure Collection
Customer profileSegments3 records
Ideal customer profiles3 records
Pure Collection technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pure Collection partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Royal MailcoreRoyal Mail is used for standard UK delivery services, including standard tracked delivery, pre-paid returns labels, and parcel collection from Post Office locations.
- EvricoreEvri (formerly Hermes) provides courier delivery services including next-day delivery options. Used for order fulfilment and returns processing.
- Lakeland LeatherminorLakeland Leather supplies a small collection of products to Pure Collection. These items are dispatched separately from Pure Collection orders with different delivery and returns policies.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Pure Collection competitors and assessment
Company assessmentDirect peers
- WoolOvers: Sister brand under the same parent (Wourth Group, formerly WoolOvers Group), WoolOvers sells knitwear and cashmere direct to UK consumers via e-commerce, catalogue, and clearance channels. Highly comparable in product mix, premium positioning, and GTM; the two brands compete for overlapping customer wallets.
- N.Peal: British luxury cashmere specialist known for premium cashmere knitwear, scarves, and accessories sold DTC and through premium department stores. Overlaps directly in core product (cashmere sweaters), price band (premium/luxury), and aspirational positioning.
- Brora: UK-based premium cashmere and knitwear DTC brand offering cashmere sweaters, cardigans, and dresses at similar price points. Directly competes for the same timeless-style, premium-cashmere-conscious UK customer.
- Johnstons of Elgin: Heritage Scottish cashmere manufacturer and retailer with vertical integration from raw cashmere to finished garments. Comparable in premium cashmere knitwear, gift-buying occasions, and DTC-plus-flagship-retail distribution.
Broad incumbents
- Boden: UK-founded DTC clothing brand offering premium everyday apparel across men's, women's, and children's categories. Comparable on UK DTC premium positioning, catalogue heritage, and multi-channel customer base, though broader than Pure Collection's cashmere focus.
- Hobbs London: UK-based premium women's clothing and accessories retailer covering knitwear, tailoring, and occasionwear. Comparable on premium high-street positioning, UK DTC + store footprint, and customer demographic overlap.
- Jigsaw: UK premium womenswear brand offering knitwear, dresses, and accessories at premium price points. Overlaps on premium women's knitwear and DTC-plus-storefront distribution, though broader than Pure Collection's cashmere specialism.
- The White Company: UK premium lifestyle brand selling cashmere, loungewear, and homeware via DTC e-commerce, catalogue, and stores. Comparable on premium cashmere knitwear, multi-channel UK heritage brand model, and affluent female customer base.
- Crew Clothing: UK heritage-inspired premium casualwear retailer with strong knitwear assortment for men and women. Overlaps on premium everyday British knitwear at similar price tiers with broader category breadth.
Emerging players
- Cotswold Knitwear: UK heritage knitwear brand offering premium wool and cashmere pieces for men and women. Comparable in core product (knitwear), premium positioning, and UK gifting/catalogue heritage; smaller scale than Pure Collection.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure Collection social profiles
Digital presencePure Collection compliance and trust
Trust signalCompliance2 records
Pure Collection financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Collection leadership team
Management profileNumber of profiles
Pure Collection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Collection M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pure Collection
What does Pure Collection do?
Pure Collection designs and sells premium cashmere, wool, and cotton knitwear directly to consumers, including women's and men's sweaters, cardigans, shirts, tees, dresses, jackets, coats, trousers, accessories, and babywear. Products are sold through the company's own e-commerce website, telephone ordering, mail order catalogue, and a physical factory shop, with cashmere garments crafted from premium A-grade yarn sourced from Inner Mongolia and other garments produced in the UK, Bulgaria, Lithuania, Portugal, Romania, Tunisia, and Turkey.
Is Pure Collection a public or private company?
Pure Collection is a private company. It is classified as corporate owned and is currently operating.
When was Pure Collection founded?
Pure Collection was founded in 2002. It employs 251 to 500 people.
Where is Pure Collection based?
Pure Collection is headquartered in Harrogate, United Kingdom, in the Europe region.
How does Pure Collection make money?
One revenue line is on record: direct Retail Sales.
Who are Pure Collection's main competitors?
Direct peers on record are WoolOvers, N.Peal, Brora and Johnstons of Elgin. Broad incumbents are Boden, Hobbs London, Jigsaw, The White Company and Crew Clothing. Cotswold Knitwear is listed as an emerging player.
Does Pure Collection have an API?
No public API is recorded for Pure Collection.
What industry is Pure Collection in?
Pure Collection's product category is Premium Cashmere Knitwear. Its primary akta.pro industry code is CRALACAF, Yarn, Knitting & Crochet Supplies Retail. Its NAICS code is 458110 and its SIC code is 5621.