Somerset-based e-scooter firm Pure Electric says it has an ambitious bricks-and-mortar growth programme an aims to open more showrooms in 2021 after launching a new store in Plymouth, creating five jobs.
The company, founded by entrepreneur Adam Norris, has now opened its showroom – which features retail and servicing facilities plus a wide range of e-bike and e-scooter brands and accessories – in Plymouth city centre’s quirky Rotunda building.
Only founded in 2019, Pure Electric has made Britain’s Ocean City its 18th UK outlet, the nearest being in Bristol, and has already opened in several European cities such as Paris and Madrid, targeting 500 stores by 2028.
And the firm said the latest showroom opening is part of “an ambitious bricks and mortar growth programme” that has seen more than 20 showrooms opening across the UK, France and Spain in the past 12 months.
Further growth is planned in 2021 and beyond and it is also launching its second-generation Pure Air e-scooter range.
Pure Electric is the brainchild of entrepreneur and former Hargreaves Lansdown Pensions Director, Adam Norris, who launched his e-scooter business in 2018 before diversifying the company into e-bikes in 2020.
Last summer the company developed its first own brand e-scooters, and in the past 12 months has expanded in Europe with showrooms and online stores in France and Spain.
The new Plymouth showroom, which creates five jobs, is in a leased building on the Charles Cross roundabout near British Land-owned Drake Circus Shopping Centre. The Rotunda became vacant when Evans Cycles moved to larger premises in New George Street in 2020.
Pure Electric said expert staff will be on-hand to offer friendly advice to people interested in adopting electric transport technology, while the fully-qualified service centre technicians are ready to service and repair all kinds of bikes and electric scooters.
The showroom stocks a wide range of e-bikes, e-scooters and accessories from leading manufacturers such as Brompton, Haibike, Orbea, Scott, Bird and Xiaomi, alongside Pure Electric’s own brand products including the just-launched second-generation Pure Air electric scooter range.
Rebecca DeNiro, chief executive, Pure Electric, said: “We’re delighted to be opening our 18th UK showroom in Plymouth. As a business located in the South West, making electric scooters and e-bikes more accessible to this region of the country is important to us.
“We’re excited to be opening this new showroom in conjunction with the launch of our new second-generation Pure Air e-scooter range – our colleagues can’t wait to introduce everyone to the new and exclusive Pure Air e-scooter range.”
The company said its aim is to make “a real, meaningful positive impact on the way we all travel every day”.
Founder Adam Norris has “a passion for new, game-changing technology that improves everyday lives”, and his team believes electric scooters and electric bikes can play a pivotal role in reducing society’s reliance on cars, lowering air pollution and congestion in cities across Europe, alongside walking and taking public transport.
However, the e-scooters remain illegal to use on public roads, pavements, parks or car parks in the UK, and in Plymouth a man recent pleaded guilty to driving one of the vehicles whilst disqualified and without insurance.
Police, who have received an increasing number of reports of e-scooters being used illegally, have threatened to seize the vehicles with owners potentially receiving fines and penalty points.
Business Live’s South West Business Reporter is William Telford. William has more than a decade’s experience reporting on the business scene in Plymouth and the South West. He is based in Plymouth but covers the entire region.
To contact William:
Email: email@example.com – Phone: 01752 293116 – Mob: 07584 594052
Stay in touch: BusinessLive newsletters have been re-designed to make them even better. We send morning bulletins straight to your inbox on the latest news, views and opinion in the South West. Get our breaking news alerts and weekly sector reviews too. Sign up now – it’s free and it only takes a minute. To sign up for Business Live’s daily newsletters click here
The Government is currently conducting a year-long trial for rented e-scooters in a number of locations, including Bristol, Bath and Yeovil, but not Plymouth.
Pure Electric is pressing for the law to be changed and a statement on its website says: “E-scooters are currently illegal to use on UK public roads and pavements despite being legal in many other European countries.
“We make sure that we inform all our e-scooter customers of the current legal position so that you can decide for yourself where you personally stand on this sensitive issue.
“Pure Electric firmly believes that the UK’s current road and transport legislation is outdated and ready for a much-needed update with a legalisation of all e-scooters. This process has begun with the trial of rental e-scooters, and that may pave the way to a cleaner, healthier future for us all.”
The company, which stresses it only stocks e-scooters and e-bikes that have been tested and approved by its expert technical team, said that while it is “encouraged” by the trial it remains “concerned that the trial process will take too long to see e-scooters legalised quickly enough for the challenges we face today”.