In 2002, the Pureland (普尔兰德) brand was born in China. Since then, staying grounded has been our style. For over a decade, Pureland has grown alongside China’s outdoor sports and industry, enduring the challenges of starting a business and the rewards of success, becoming a top-tier outdoor brand known for high-quality products, excellent reputation, and strong capabilities. No matter how the external environment changes, the people at Pureland have never forgotten the original intention behind the brand — to provide outstanding equipment for those who love the outdoors. Over the past ten years, from backpacks to sleep systems, from functional clothing to outdoor accessories, Pureland has offered a comprehensive range of outdoor gear solutions. Our designers venture into the field to face harsh natural environments firsthand, gathering direct feedback on equipment usage, which allows us to continuously improve our products.
The company was founded in Tianjin in 2002, and the "PURELAND" brand was launched in the same year. In 2003, "PURELAND," in collaboration with the Beijing Mountaineering Association, organized a nationwide outdoor sports competition, which played a positive role in promoting mass outdoor activities in the Beijing area. By 2005, the "PURELAND" sales network covered nearly 80 large and medium-sized cities across 27 provinces, with almost 300 retail outlets, and its sales performance grew rapidly at a rate exceeding 50% year after year. "PURELAND" had not only become a backbone brand in China’s outdoor industry but had also achieved notable success in 11 overseas countries, including Germany, the United States, New Zealand, Australia, Sweden, and India. In 2008, through the unremitting efforts of the company and its distribution partners, sales hit a record high, as the brand pushed towards its goal of becoming a leading domestic outdoor brand.
Brand Story
In the bustling city, people hustle through their busy lives. Intense competition dries up the heart, and dreams become the way people interpret the soul. Thus, modern seekers of a perfect life begin returning to nature to find a spiritual "pure land." Under the blue sky, walking across grasslands surrounded by continuous mountains, listening to the soft chirping of birds, and gazing at clear lakes that seem to flow through the heart. The "heart" is where emotions reside — away from the noise of the city and the changes of the world, seeking inner peace. This is the life humans yearn for.
PURELAND is built on this philosophy. "Pure" translates to clean or unadulterated; "land" refers to the earth. Therefore, PURELAND is interpreted as "pure land."
"Pure land" represents a longing for a natural way of life, a love for nature, and a vision for life. PURELAND advocates for more people to experience outdoor activities such as camping and wilderness exploration, to relax tired nerves and enjoy the various pleasures of being close to nature. It is also a way to interpret the true essence of life — natural, simple, and serene — through outdoor pursuits.
"Pure land" also symbolizes the brand spirit of PURELAND. In today’s materialistic world, PURELAND always holds itself to keeping a pure land within, which is the brand’s upheld belief. Since its founding, the company has adhered to the production philosophy: "We insist on using the best materials and craftsmanship to make products, and we will never compromise on quality!" Thanks to premium materials and reliable manufacturing processes, the products achieve exceptional quality.
PURELAND has another meaning: "PURE" can also be extended to mean "pure" or "unadulterated," and "LAND" can mean "mainland" or "domestic." Together, they imply "a pure domestic brand."
It represents the image of a domestic brand. "What’s Chinese is also global" — this is not just a slogan but also the goal that the people at PURELAND strive for. The logo features a red-eyed tree frog, native to the tropical rainforests of South America. The most distinctive traits of this frog species are its fiery red eyes and bright green back, creating a striking color contrast, with yellow and blue stripes along its sides. Its limbs are long, with hexagonal surfaces on the front, allowing for stability, safety, precision, and agility during movement. The development philosophy of PURELAND draws inspiration from this tree frog.
Though the tree frog may seem small and fragile, it is quite aggressive. The people at PURELAND hope to use this symbolism to show the world the tremendous energy they will bring to the outdoor market. A tiny tree frog is the image representative of PURELAND — not a short-sighted "frog at the bottom of a well," but one that climbs ever higher, standing on a tree and gazing into the endless world beyond, full of ambition despite its size.