Welcome to

Welcome to PURE, your go-to for cutting-edge illumination in Australasia, specialising in top-quality LED lighting.
We offer a diverse range of products, including Sports Lighting, Urban Lighting, Smart Lighting, and more. Illuminate your world with PURE, where expertise meets excellence, and Innovation for Life is our commitment to enhancing your life with innovative lighting solutions.

Our Journey

The Garage where it all began

Where we Started

It has been a journey, no doubt! Operations started out of a humble garage in 2013 with a single employee who had a vision of reducing energy consumption.

With a product range that consisted of only two LED globes he began his journey to accomplish this vision.

Our Current 600m2 Warehouse

Where we are Now

PURE is now distributing our product range of more than 3000 products from a 600m2 warehouse with the help of eleven employees.

Today we are recognised as a leading distributor of LED Lighting products and have established an excellent reputation.

Concept of New Office and Warehouse

Where we are Going

To accommodate our growing product range and the need to keep up with current demand, we are designing
a new warehouse boasting 1600m2 of floor space and a state-of-the-art product showroom.

IoT for energy and asset management is the way of the future and PURE is leading the way.

Milestones

2013

Commenced Operation Single Employee Limited Products

2014

Moved into first facility with 150m2 warehouse Added first major partner J.A. Russell Ltd

2015

Added second major partner, Active Electrical Three employees

2016

Moved into larger facility with a warehouse of 300m2 Began increasing product range significantly

2017

Increased partners further Expanded product range to over 100 products Increased market presence across New Zealand

2018

Added partners: Ideal Electrical and Cory’s Electrical Moved into larger facility 600m2  warehouse Further increased product range Five Employees

2019

Product Range increased to over 3000 products

Won Deloitte Fast 50 Award with Revenue growth of 187%

Excellence in Business Small Business – Taupō Business Awards

Six Employees

2020

Added Partners: PowerBase Members, Red Path, Advance Electrical, Scott’s Electrical and Plumbing World Eight Employees

2021

New Automation Products Winner People’s Choice Award – Taupō Business Awards Finalist in 3 Categories at the Taupō Business Awards: • Business Large • Social Media & Marketing • Leadership Eleven Employees

2022

Our Sports Lighting solutions reach new heights as we successfully complete the lighting solutions for the Women’s FIFA World Cup.

2023

Took out the Marketing Award at the Waikato Business Awards and a finalist in the Growth & Strategy Award. Highly Commended in 2 categories at the Taupo Business Awards:
  • Excellence in Innovation
  • Excellence in Marketing
Finalist in 3 additional categories at the Taupo Business Awards:
  • Excellence in Strategy & Planning
  • Excellence in Community Contribution
  • Excellence in Sustainability