After purchasing the PURE brand of hemp accessories last year, leading European hemp company Hempro Int.GmbH & Co., Dusseldorf, Germany, says it is now looking to expand distribution of the line of hemp backpacks, rucksacks and bags around the globe, says CEO Rebecca Kruse.
With its acquisition of PURE, Hempro Int. strengthened its position in hemp textile-based accessories. Because the company had been selling PURE bags since 2001, then became a licensee in 2005, its knowledge of the brand and bringing it fully in house opens broader marketing and product development possibilities, Kruse said.
PURE’s pedigree
The PURE brand dates to 1995, when its PURE HF Collection of bags was first introduced to the market. Hempro Int. has been selling PURE accessories since 2005, which means the company is intimate with the brand values that have driven the products’ success in the marketplace.
“In the case of PURE, we know our customers value functional design, quality and durability – and those are what the brand delivers – backed up by a guarantee. We make it standard practice to not just live up to expectations, but exceed them,” Kruse said.
Finding perfect ‘fit’
Beyond quality factors, brand personality and character strongly contribute toward finding the right “market fit,” not just for the customer but up and down the value chain, according to Kruse. And a key consideration for Hempro Int. and its PURE suppliers and customers is the sustainability the products offer: All materials that go into PURE accessories are traceable back 100% to ecological sources.
