JLL supports PURE’s expansion in Shanghai

Founded in 2002, The PURE Group is Asia’s leading premium lifestyle brand, with locations in Shanghai, Beijing, Hong Kong, Singapore and New York.

In Q4 2020, PURE opened in Oriental Cable Building, a location identified and secured by JLL. Located in the Shanghai’s core West Nanjing Road district,  the 3,400 square meter facility combines PURE’s yoga, fitness and new FUZE concept.

JLL’s Retail team conducted extensive market research, making use of multiple bespoke analysis tools to identify the most suitable locations within Shanghai’s key submarkets for PURE’s flagship studio. By working with the landlord of Oriental Cable Building during their planned refurbishment of the office podium, PURE and JLL were able to provide input into the design in order to ensure the final space provided with floor plates, especially the high ceilings, suiting the brand’s yoga and gym requirements.

PURE’s new venue is strategically located within a densely populated office and retail space, conveniently accessible and highly visible from West Nanjing Road, and compliments their existing portfolio of studios on West Nanjing Road (Plaza 66) and Huaihai Road (IAPM and Central Plaza).

Earlier in May 2020, JLL launched a consultancy report based on a survey of China retail market. The report indicates that fitness brands are optimistic about the China market and will continue their expansion post-COVID-19. For precise consumer targeting, fitness brands are inclined to locate adjacent to office buildings of core CBD or retail spaces close to residential communities.