PYRA: Building a Challenger Brand Twice
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.
In today’s episode, Sam breaks down the realities of building PYRA from the ground up, twice. From scaling to $7M in revenue through wholesale distribution, to rebuilding the brand with a 90% DTC model, the conversation dives into content strategy, product development, global expansion, and why niche positioning is the only way to win today.
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
Chapters
0:00 – Introduction
6:05 – The Birth of PYRA: From Dead Studios To a New Vision
10:07 – Shifting Focus: From Wholesale to D2C
12:38 – Technical Performance Meets Streetwear
15:21 – Content Creation Strategies for Engaging Audiences
22:28 – Reviving High-Performing Content
26:42 – Maximizing Customer Lifetime Value
30:24 – Building Trust with Manufacturers
34:30 – Global Expansion and Market Testing
40:46 – Brand Partnerships and Marketing Strategies
47:40 – Bushy’s Takeaways
