Pure International Ltd. is a British consumer electronics company, based in Kings Langley, Hertfordshire, founded in 2002.

Pure products are available in the United Kingdom, Australia, Denmark, France, Germany, Ireland, Italy, Netherlands, Norway and Switzerland,[2] and via online suppliers.

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.

[3] 2004 Pure released the Bug, the first-ever digital radio with EPG, pause, rewind and record.

Under the name EcoPlus, products had reduced power consumption, packaging materials from recycled and sustainable sources and components selected to minimise their environmental impact.