How Sam Moore Bought Back PYRA from Culture Kings and Built It His Way | #610 — Add To Cart: Australia’s eCommerce Show

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Sam Moore, founder of PYRA, has built one of Australia’s most exciting challenger brands by blending technical outdoor apparel with streetwear DNA. After early roles at General Pants and Culture Kings, and a first brand that didn’t quite go to plan, Sam launched PYRA with a clear vision: bridge the gap between performance gear and fashion. What followed was rapid growth inside Culture Kings, a complex buyback, and a full reset into a DTC-first global brand.

Today, we're discussing:

Building PYRA inside Culture Kings and buying it back
The shift from wholesale to a 90% DTC model
Why niche positioning beats broad appeal in ecommerce
Turning a brand into a UGC machine
Using entry products (like hats) to drive LTV Scaling globally through Meta and Shopify
Markets Product development in technical apparel
Managing supply chain, 3PL, and global logistics

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