Press Release: PURE Group & Rue Madame Fashion Group in JV for PURE Apparel Business

PURE Group’s apparel business across all locations has come under the management of Rue Madame Fashion Group (RMFG). A successful multi-brand retailer, RMFG has a footprint in all the markets where PURE operates. With expertise across the spectrum of retail functions – from buying to marketing to visual merchandising – the RMFG team has been charged with transforming the shopping experience across PURE’s Asian studios.

On signing the joint venture agreement, RMFG Founder Ariane Zagury said…

“I’m such a big fan of PURE and extremely happy to 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 members in line with the brand’s core values.”

Gavin Black, Interim CEO & Chief Financial Officer of PURE Group, said, “PURE is delighted to collaborate with RMFG, who share our passion for elevating the retail experience. RMFG curates an extensive variety of innovative and engaging products that we are confident will appeal to our PURE communities across Asia”

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.

About Rue Madame Fashion Group

Founded in 2010, Rue Madame Fashion Group (RMFG) has been dedicated to bringing contemporary and premium fashion labels including American Vintage, Hobbs, Phase Eight, Whistles, and Gerard Darel as well as women’s active wear brand Sweaty Betty from Europe to Asia.

The company also operates multi-label stores under the name of rue Madame. As of 2022, the group operates 38 stores and employs approximately 120 people across Hong Kong SAR, Macau SAR, and Singapore as well Mainland China through Tmall.

RMFG’s mantra is “Our aim is to make every customer HAPPY.”

RMFG was advised by Maëva Slotine, founding partner at Slotine.


Slotine is a Hong Kong law firm founded in 2016 and led by French lawyer Maëva Slotine, also a solicitor in Hong Kong. The team includes French and Hong Kong lawyers. The firm focuses on two practices: Corporate (M&A, private equity and international direct investment) and General Counsel (commercial contracts, employment, tax and dispute resolution).


Ariane Zagury
Maëva Slotine
Founding Partner
E.: E.:
T.: +852 2483 3818

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