Pure (company)

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IndustryConsumer Electronics
HeadquartersKings Langley, Hertfordshire, United Kingdom
Area served
United Kingdom, Australia, Denmark, France, Germany, Italy, Netherlands, Norway, Switzerland
ProductsDigital radios: home and in-car
Move 2500 personal digital radio
Evoke 1s

Pure International Ltd. is a British consumer electronics company, based in Kings Langley, Hertfordshire, founded in 2002.[1] They are best known for designing and manufacturing digital audio broadcasting (DAB) and DAB+ radios.

Pure have sold over five million products worldwide. All products are digital tick approved, with three years' warranty as standard.[2] Pure is also a member of World DAB[3]

Pure products are available in the United Kingdom, Australia, Denmark, France, Germany, Ireland, Italy, Netherlands, Norway and Switzerland,[4] and via online suppliers.



Pure was formerly a division of another Hertfordshire-based company, Imagination Technologies, which primarily designs Central processing units and Graphics processing units. Imagination did not originally set out to sell consumer electronics and the first Pure radio was merely a demonstration platform for its DAB decoding chip.[5] The success of the first sub-£100 DAB receiver, the Evoke-1, led to the development of further products.


In 2003, Pure launched the PocketDAB 1000. It was the world's first pocket digital radio.[5]

Evoke Mio Sanderson[6]


Pure released the Bug, the first-ever digital radio with EPG, pause, rewind and record.[5]


Sonus-1XT was launched by Pure and became the world's first digital radio for the blind and visually impaired.[5]


Pure released Highway, the world's first in-car digital radio adapter, in 2007.[5]


Pure launched the first Energy Saving Trust approved radio range. Under the name EcoPlus, products had reduced power consumption, packaging materials from recycled and sustainable sources and components selected to minimise their environmental impact.[7]


The world's first high-resolution touchscreen digital radio, Sensia, is launched by Pure.[5]


Pure celebrated its tenth anniversary in 2012 with a brand revamp. They also commemorated the landmark with the launch of the Evoke Mio Union Jack Edition.[5]


Pure partners with renowned classical music label, Deutsche Grammophon.


Pure introduced its three-year warranty.


Pure shipped in excess of five million digital radios worldwide positioning itself as the best-selling digital radio manufacturer.


Pure became Pure International Ltd. Parent company Imagination Technologies sold the Pure brand to AVenture AT, in September 2016.[8]


Evoke range

Pure’s flagship family of digital radios. Models range from medium to high-end and include multi-functional music systems which offer listening via internet radio, Spotify, Bluetooth and CD.

This range has included collaborations with designer brands such as Sanderson and Mini Moderns. Its first designer styled radio came in 2010 with the launch of the Evoke Mio by Orla Kiely. It featured the designer's signature stem print.

In 2006, Pure joined forces with recognised English company Marshall Amplification to launch the Evoke-1XT Marshall. Models of the radio were signed by rock stars including Eric Clapton, Oasis and Paul Weller and auctioned for the Nordoff-Robins music therapy charity.[9]

One range

The One range represents Pure's entry-level radios and is the world's best-selling digital radio range. Models include: the One Mini, One Midi and One Maxi. Designed for portability, they can be powered with AA batteries or an optional rechargeable ChargePAK.

Pop range

A series of digital radios designed with portability in mind. All models can be powered with AA batteries or an optional rechargeable ChargePAK. Designed with a pop button on top of the device, users can control power and volume with one touch. Recent models in the range include Bluetooth for wireless audio streaming.

Highway range

Pure's series of in-car digital radio adapters. Current models Highway 400 and Highway 600 work with a vehicle's existing audio system using an aux-in cable or by transmitting over an unused FM radio frequency.

On top of digital radio, users can listen via Bluetooth and Spotify Connect. The Highway's Go function allows for music discovery, track tagging (Powered by ACRCloud)[10] and wireless playing with the Pure Go companion app.

Siesta range

Pure's range of bedside alarm clock radios, which enable users to wake up to the sound of digital radio or a simple tone alarm. Siesta models automatically set the time from the radio signal, meaning the device's clock is always accurate.


Other models are the portable, colour screen Elan E3 digital radio and the pocket-sized Move 2500 personal radio.


  1. ^ Interview with Pure, 19 March 2010
  2. ^ "About Us".
  3. ^ "WorldDAB". worlddab.org. Retrieved 17 November 2016.
  4. ^ "Country select".
  5. ^ a b c d e f g "History of digital radio infographic".
  6. ^ https://www.sanderson-uk.com. Missing or empty |title= (help)
  8. ^ http://radiotoday.co.uk/2016/09/pure-sold-to-an-austrian-investment-company/
  10. ^ "Pure Go Terms and Conditions of Use". Pure. Retrieved 9 June 2017.

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