Pure

About Pure

Pure International Ltd. is a British consumer electronics company specializing in audio products, headquartered in Kings Langley, Hertfordshire. It was established in 2002 as a division of Imagination Technologies, initially to serve as a showcase for its digital audio broadcasting (DAB) decoding chips. The company's first major product, the Pure Evoke-1, was launched the same year and became the first sub-£100 DAB radio, a move that significantly accelerated the adoption of digital radio in the UK. The Evoke-1's success established Pure as a key player in the consumer audio market. The company's business model is centered on the design and sale of audio hardware directly to consumers and through a global network of retail partners. Operating in the consumer electronics sector, Pure generates revenue through the sale of its physical products. After its initial success, the company expanded its product lines beyond the initial Evoke model to include ranges like the affordable 'One' series, the 'Elan' family, and 'Highway' in-car adapters. In September 2016, parent company Imagination Technologies sold Pure to the Austrian investment firm AVenture AT for £2.6 million. Pure's product portfolio includes DAB/DAB+ digital radios, internet-connected smart radios, Bluetooth speakers, and CD players. The firm is recognized for its British design and engineering, focusing on audio fidelity and user-friendly interfaces. Key product families like the Evoke, Classic, and Elan are designed for home use, while the Siesta range caters to the bedside clock radio market. In recent years, Pure has integrated smart features such as internet radio, podcasts, and Spotify Connect into its devices, and also produces audio products under license for the Braun Audio brand.