Lizzie Pure, Owner of The Cult Retail Store Pure Atlanta, Has Been Recently Featured in Forbes

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Lizzie Pure is an entrepreneur, style visionary, hip-hop enthusiast, and a passionate retailer who has been recently featured on Forbes.

Forbes, the top American business magazine, has recently featured the owner of Pure store, Lizzie Pure. Born and raised in Davie, Florida, Lizzie Pure started her career at The Gap when she was just 16 years old. Back then, the Gap’s culture was all about inclusivity and embracing diversity. This mindset was pivotal in forming Liz’s approach to business, and for that matter, to her life. Moving forward, Lizzie graduated from Florida State University and subsequently earned her MBA at Florida Atlantic University in Boca Raton.

Lizzie Pure never felt entirely comfortable in the corporate retail environment. Her entrepreneurial spirit helped to create a new kind of retail experience, one that reflected her own ethics of inclusivity. This has led to the creation of Pure. The Pure team represents a wide range of people of all races, genders, sexual orientations, and age groups. “While the designer collections are exclusive, Pure’s culture is inclusive,” said Lizzie Pure.

While American retailers are still recovering from the effects of the COVID-19 pandemic, today’s consumers are seeking adventurous and exotic in-store experiences and they want to connect with the brands. While being a threat to the competitionLizzie Pure is delivering the message that retail is back in style. No one knows more about building a brick & mortar retail culture than CEO Lizzie Pure, who has been achieving great success despite the COVID-19 pandemic.

From the beginning, Pure has been a strong supporter of authentic hip-hop culture in Atlanta. Pure has been a resource for hip-hop artists throughout their careers. Many of Lizzie Pure's clients are considered to be family, and that feeling is mutual. Her solid relationships with celebrities have led to some unique events at Pure Atlanta such as incredible concerts and fashion shows. One such event happened in December 2019 when rapper Lil Baby dropped his new clothing line 4PF in collaboration with Pure. Another event was the launch of the Family First Milano Spring Summer 2020 Collection at Pure Miami at the Aventura Mall location on Super Bowl weekend. The event was hosted by NFL stars Marshawn Lynch and Marcus Peters.

Pure also has its own brand, Kash that is offering stylish athleisure-wear such as racy track pants and jackets. Also, Pure's product offerings include apparel and accessories for men, women, and children, and even luxury items for the home.

One of the key elements that helped Pure to grow into a successful business is “the positive energy that you put out there,” said Lizzie Pure. She believes that the fashion industry as a whole is doing just fine and you can’t judge the entire industry on the problems being experienced by specific groups of merchants. Furthermore, she doesn’t believe in a retail apocalypse resulting from the global pandemic.

Pure is an industry-disrupting retailer. They differentiate themselves from other retailers in the marketplace through the Pure Family, Strategic Buying, The Pure Customer Service Experience, and The celebrity factor. “While the designer assortment is exclusive, Pure’s culture is inclusive," said Lizzie Pure, Chief Operating Officer. The Pure team represents almost every gender, race, sexual orientation, and age group. Everyone who works for or shops at Pure is part of the Pure Family. Diverse backgrounds create a diversity in POV and a synergy within the brand. Customers arriving at a Pure store might walk into people dancing, joking, and having a good time and that's what makes the consumer understand this is a welcoming environment. The unique product assortment is another key differentiating factor. Each item presented on a Pure sales floor is picked by Lizzie Pure. The Pure customer service experience is unmatched. Each store has stylists that will offer exceptional customer service. The celebrity factor drives awareness of Pure throughout the world. Renowned artists, such as Young Thug, Lil Baby, Da Baby, and the like have held private performances at Pure Atlanta.

Despite the Covid-19 pandemic, Lizzie Pure has revealed to Forbes that Pure was able to exceed projected sales growth in 2020. She believes that consumers want an experience, not a product. Also, her opinion is that many stores that are closing are antiquated and disconnected from their market place and modern retail. “The key to success forward is agility and specialty focus,” said Lizzie Pure.

Pure’s strategy in the future is to focus on strategic growth in key markets. Pure gets offers from malls all around the country. They all want a Pure store because they raise the performance of the mall dollar per square foot average which helps the mall to lease to other tenants. Brick and mortar stores will remain important in a remote purchasing society because people want to feel a feeling that cannot be conveyed through a screen.

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