16 July 2022

Pure Electric crafts it's own strategy call to focus on e-scooters


The famous e-scooter and e-bike retailer Pure Electric has made the strategic decision to double down on electric scooters market as PE sees a huge growth opportunitiy in a more focussed market. 

But let's give a short history of the brand.

Pure Electric originally launched as an e-scooter retailer under the name "Pure Scooters" before diversifying and entering into e-bikes as well as opening a number of stores across Scotland, the UK and Europe. Recently the decision in PE has been made to focus solely on manufacturing its own e-scooters and selling these either direct to consumers or via third-party retail stores, there's also an option to buy these vehicles directly from the comfort of your home via their online website.

In a recent interview with Zag Daily Adam Norris has said

“What we have found over the last year-and-a-half is that the e-scooter side of our business is really flourishing while e-bikes have been more difficult due to the busy, clustered market” and also added 

“We’re looking for differentiation and our e-scooter expertise is being cried out for around the world, so this way we can make a much bigger impact, a lot faster.” 

One of the key elements of Pure Electric stand in its developing and manufacturing its own e-scooters. The business has so far rebranded e-scooters that have been manufactured by a third party though for the last two years Pure Electric has been developing its own branded product.

“We’ve recruited a team of amazing engineers who’ve been developing our own product that’s going very well,” said Norris and he has added “What we’ve been working on for the last two years is completely revolutionary in the same way that Dyson was for the hair dryer and the vacuum cleaner. It’s a new scooter which is going to be safer, smaller and better than everything on the market.”

Norris strongly believes that having a laser focus on this one specific area can only benefit the brand and Pure Electric as it looks to become the key player in the e-scooter market worldwide.

Adam Norris also said 


“We had people in the engineering team looking at bikes, and they can now go back to focusing 100% on scooters,” said Norris. “Effectively, our team can be absolutely world class in one product category.”

Pure electric is already utilising third-party retailers to sell its own products in other markets such as France and Spain, and this has been proved to be successful. Hence, it makes complete sense commercially to develop that model.

“In the last two months, we have gone into 183 retail stores in France so that distribution really dwarfs what we can do by launching our own stores,” said Norris. 

As we mentioned early, Pure Electric also has a strong online business, in which the brand has also a strong presence and it will continue to sell e-scooters and similar products direct to consumers, as Adam said “We’re going to continue with online and we’re going to build a third party model whilst keeping a flagship store. It’s our intention in each country.”

Whilst there is a lot of hype on the current legislation towards e-scooters and other e-vehicles for smart mobility ahead, Norris is excited to focus on bringing innovations to the e-scooter market now that his business can focus solely on the sector.

“There are a lot of things that we’re trying to do to bring innovation to the market. Now we will be able to spend all our effort doing that and not trying to split between scooters and bikes.

“One of my philosophies in life is don’t do two things badly, do one thing well. I’m not saying we’ve done badly, but just that the ability to focus everything on a product we’re getting requests for around the world seems to make sense.”

Pietro Furfaro – Marketing Executive - EV LAW LLP




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