WoolOvers which discreetly acquired the Pure Collection brand and IP earlier this year has relaunched it with a new catalogue, website and marketing campaign. This comes as the Sussex based catalogue and online retailer has achieved record demand equating to 75 per cent year on year revenue growth which it attributes in part to lockdown.
With its focus on the mature market, the WoolOvers team has found that its core customers are far less likely to return to high street shopping. Even if and when they do, they are not finding the styles and fit that appeal to them, and nor is in-person shopping the pleasurable experience of the past. Not only that, with WoolOver’s commitment to using natural fibres like wool, linen and, increasingly now, cashmere, in its ranges, the business is steadily strengthening its unique positioning and delivering virtually all that its customers wish to buy.
WoolOvers customers tend to be mature women living in coastal and rural areas for whom sustainability is important. This sits interestingly with the Pure Collection customers who tend to live in market towns and upmarket suburbs and who seek quality as well as style at an affordable price.