Pure

Pure is a British consumer electronics brand founded in 2002 and based in Kings Langley, Hertfordshire. The company grew out of VideoLogic Systems, a subsidiary of Imagination Technologies, and was established to bring digital radio to a mainstream audience at an accessible price point. Its breakthrough product, the Evoke-1, launched on 31 July 2002 as a mass-market DAB receiver priced under £100, selling out within hours of its launch and playing a significant role in driving adoption of DAB digital radio across the United Kingdom.

Pure quickly became the leading force in the UK digital radio market, achieving a 30% share by value by the end of 2005 and shipping its one-millionth radio in 2006. Throughout this period the brand collaborated with noted designers including Wayne Hemingway and Industrial Facility, blending technical innovation with considered industrial design. Product lines expanded to encompass tabletop radios, bedside clocks, portable models, in-car adapters, and multiroom wireless speakers under series names including Evoke, Élan, Chronos, and Jongo.

In 2016, Imagination Technologies sold Pure to Austrian investment company AVenture AT, and the brand was renamed Pure International. Today Pure continues to produce a range of products spanning DAB and DAB+ digital radio, internet radio, Bluetooth speakers, and smart audio devices.