In Australia, Pure is a brand that often slips through the cracks in retail channels, but CEO Pete Ogley, who he met at IFA, said several major retailers are now carrying new Pure products. , things are changing. He admits that Pure’s products are aimed at older audiences who want a “great radio experience” while also being able to “play a CD, for example.” He cites Pure Evoke Home, which offers multiple audio features, as a prime example of what Pure currently offers.
Executives at British audio company Pure have admitted they need to rethink what they do after a series of ups and downs for an audio brand with its own digital radio heritage. Pure is a British consumer electronics company founded in 2002, the same year SmartHouse was first launched in Australia. The company is best known for designing and manufacturing digital audio broadcasting (DAB) and DAB+ radios. His DAB radio specialist in the UK is currently reinventing his most successful range with several products on display at his Aqipa stand at IFA 2022.
Today, according to Ogley, Pure speakers like The Evoke Home focus on the ability to combine audio. Integrated he features DAB+, FM, internet radio, Spotify streaming, Bluetooth, and even a CD player with a powerful stereo speaker setup and a new foldable color display. “We recognize that we are targeting a demographic from He’s 40 to He’s 65, who listens a lot to the radio,” Ogley said.
This product, which SmartHouse will soon review, is the largest and most expensive model in Pure’s revamped Evoke range after a major overhaul of Pure’s product offering. At my last IFA show in 2019, Pure showed a voice-activated pop-up speaker that didn’t fit on retail shelves in Australia. Until now, pure speakers have been dominated by wood exteriors and translucent white speaker grilles. Today, their speakers are more sophisticated, modern, and even have a Scandinavian look with fabric trims and smooth material surfaces.
“Our products are often found in multigenerational households where parents grew up listening to the radio,” he said. The Good Guys and Myer the Pure audio products are very popular in the UK and Europe, with two-thirds of his products sold outside the UK.