Puretec
Puretec is an Australian family-owned water filtration company founded in 1989 that designs, manufactures, and distributes whole-house, point-of-use, rainwater, and commercial water treatment systems through 3,500+ retailers across Australia and New Zealand.
- Company typePrivate
- Founded1989
- HeadquartersReynella, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Puretec does
Puretec is an Australian family-owned water filtration company founded in 1989 that designs, manufactures, and distributes residential and commercial water treatment systems across Australia and New Zealand. The product portfolio spans whole-house filtration (FilterWall F Series, WH1/WH2 Series), point-of-use under-sink filters (PureMix Z Series), three-way mixer taps (Tripla Tapware), shower filters (SF240-CH with KDF media), drinking fountains (DF Series), reverse osmosis systems (RO270), UV sterilization (Radfire), water softeners (SOL Series), iron and tannin removal systems (IRX, TAN40), pH neutralizers (NTS), rainwater-specific solutions (Hybrid Series, TankSafe), and a recurring line of replacement cartridges on a 6–12 month cycle. Core technologies include 0.1-micron Ultra Z multi-stage filtration, 0.0005-micron reverse osmosis membranes that remove up to 96% of dissolved impurities, KDF media for chemical reduction, ScaleProtect scale management, and Radfire UV disinfection that eliminates 99.9% of bacteria and parasites.
The company operates through two wholly-owned legal entities, Puretec Pty Ltd (ABN 44 164 806 688, headquartered in Lonsdale, South Australia) and Puretec NZ LP (Auckland), with no external institutional investors or parent holding company. Revenue is generated through wholesale hardware sales (one-time purchases ranging from AUD 149.34 entry-level cartridges to AUD 5,899.01 premium whole-house systems, all prices AUD inclusive of GST) and a recurring cartridge and consumables stream. Distribution is exclusively indirect, via a 3,500+ retailer network of plumbing, hardware, and irrigation stores across Australia and New Zealand, supported by a product selector tool, video library, knowledge hub, case studies, and store locator on the website. The company serves four primary segments — Residential (homeowners), Commercial/Hospitality (hotels, hospitals, aged care, schools), Education/Government (including social housing), and Agricultural/Industrial (bore water, irrigation, livestock) — with no direct-to-consumer online sales channel and a recent 2025 Good Design Award for the FilterWall F Series.
Puretec firmographics
Firmographics- Name
- Puretec
- Legal name
- Puretec Pty Ltd
- Website
- https://puretec.com.au
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Puretec is an Australian family-owned water filtration company founded in 1989 that designs, manufactures, and distributes whole-house, point-of-use, rainwater, and commercial water treatment systems through 3,500+ retailers across Australia and New Zealand.
- Ownership category
- akta.pro rank
Puretec industry classification
Industry- Product category
- Water Filtration Systems
- akta.pro primary industry
- Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE)
- akta.pro secondary industries
- Replacement Filter Cartridges & Consumables (CRAJAJAH), Under-Sink Water Filtration Systems (CRAJAJAD), Water Softener, Filtration & Treatment System Installation (HSAOAAAH)
Keywords
Where Puretec is headquartered
LocationHeadquarters
- HQ city
- Reynella
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Puretec business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Water Filtration Hardware Sales: One-time sales of water filtration equipment including whole house filters, undersink systems, shower filters, tap and filter kits, drinking fountains, and water treatment systems. Products range from entry-level ($149.34) to premium ($5,899.01).
- Replacement Cartridges and Consumables: Recurring revenue from replacement filter cartridges, maintenance kits, care kits, UV lamps, and filter media. Cartridges typically require replacement every 6-12 months. Includes Quick Twist, carbon, sediment, specialty, and maintenance cartridge lines.
- Commercial Water Treatment Systems: Larger-scale water treatment solutions for commercial applications including hotels, schools, hospitals, aged care facilities, and industrial operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | FilterWall F Series Whole House Filters |
| One time/ perpetual license | Pay-as-you-go | WH Series Whole House Filters |
| One time/ perpetual license | Pay-as-you-go | Undersink Water Filters |
| One time/ perpetual license | Pay-as-you-go | Tap & Filter Kits |
| One time/ perpetual license | Pay-as-you-go | Drinking Fountains |
| One time/ perpetual license | Pay-as-you-go | Replacement Cartridges |
| One time/ perpetual license | Pay-as-you-go | Shower Filters |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Puretec product offering
Product offeringCore offering
Puretec designs, manufactures, and distributes a comprehensive range of water filtration and treatment systems for residential, commercial, and agricultural applications across Australia and New Zealand. The portfolio includes whole house filtration systems, under sink filters, shower filters, rainwater and bore water treatment systems, UV sterilization, water softeners, reverse osmosis systems, drinking fountains, and proprietary replacement cartridges. Products are sold exclusively through a network of 3,500+ plumbing, building, and irrigation retailers.
Product overview
Puretec is a market-leading water filtration solutions provider with over 35 years of experience, offering a comprehensive portfolio of water treatment products across Australia and New Zealand. The product lineup centers on whole house filtration systems (FilterWall F Series, WH1/WH2 Series), point-of-use under sink filters (Puremix Z Series), shower filters (SF240-CH), and specialty systems for rainwater, bore water, and commercial applications. Supporting products include water softeners (SOL Series), UV sterilization (Radfire UV Systems), reverse osmosis (RO270), drinking fountains (DF Series), and a full range of replacement cartridges. The company operates through more than 3,500 retail distributors.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Removes up to 99.99% of bacteria from rainwater with UV sterilization
- +3 more outcomes
Companies that use Puretec
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Puretec technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Puretec partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Puretec competitors and assessment
Company assessmentDirect peers
- Davey Water Products: Australian water treatment and pumping equipment manufacturer serving residential, rural, and commercial markets. Directly comparable to Puretec's whole-house, bore-water, and rainwater filtration lines within ANZ.
- EcoWater Systems: Water softening and treatment company with whole-house filtration solutions. Comparable to Puretec's SOL softener line and broader whole-house treatment positioning.
- Culligan: Global water treatment franchise offering whole-house filtration, softening, and RO. Closely comparable product set and recurring service/cartridge revenue model.
- Zip Water (Billi): Australian-headquartered maker of under-bench boiling, chilled, and filtered water systems. Highly comparable to Puretec's SPARQ/dispenser lines and competes in the same ANZ residential and commercial channels.
- BWT (Best Water Technology): European-headquartered water technology group offering point-of-entry, point-of-use, and cartridge-based filtration. Comparable product portfolio and recurring cartridge business model, operating at larger scale.
Regional players
- Waterco: Australian-listed water treatment and pool equipment company. Comparable ANZ presence and channel distribution, though core focus is pool/spa versus Puretec's residential drinking water emphasis.
Broad incumbents
- Pentair (Everpure): Global water treatment company with the Everpure commercial and residential filtration brand. Directly comparable technology portfolio (carbon, RO, UV) but operates at far larger scale and with broader industrial reach.
- Watts Water Technologies: Global manufacturer of water treatment, plumbing, and flow-control products. Comparable in water filtration components and plumbing-channel distribution, but with much broader industrial portfolio.
- Brita (The Clorox Company): Global leader in consumer water filtration pitchers and replacement cartridges. Comparable in consumer water filtration category but with much broader mass-market brand and global distribution footprint.
- 3M Aqua-Pure: 3M's water filtration division offering whole-house, under-sink, and replacement cartridge systems. Directly comparable product range and competitive presence in ANZ hardware retail channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Puretec social profiles
Digital presencePuretec financial estimates
Financial estimateRevenue estimate
Valuation estimate
Puretec leadership team
Management profileNumber of profiles
Profiles1 record
Puretec subsidiaries and ownership
Company hierarchySubsidiaries1 record
Puretec funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Puretec M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Puretec
What does Puretec do?
Puretec designs, manufactures, and distributes a comprehensive range of water filtration and treatment systems for residential, commercial, and agricultural applications across Australia and New Zealand. The portfolio includes whole house filtration systems, under sink filters, shower filters, rainwater and bore water treatment systems, UV sterilization, water softeners, reverse osmosis systems, drinking fountains, and proprietary replacement cartridges. Products are sold exclusively through a network of 3,500+ plumbing, building, and irrigation retailers.
Is Puretec a public or private company?
Puretec is a private company. It is classified as family owned and is currently operating.
When was Puretec founded?
Puretec was founded in 1989. It employs 11 to 50 people.
Where is Puretec based?
Puretec is headquartered in Reynella, Australia, in the Oceania region.
How does Puretec make money?
Three revenue lines are on record. Water Filtration Hardware Sales are the primary driver. The others are replacement Cartridges and Consumables and commercial Water Treatment Systems.
Who are Puretec's main competitors?
Direct peers on record are Davey Water Products, EcoWater Systems, Culligan, Zip Water (Billi) and BWT (Best Water Technology). Waterco is listed as a regional player. Broad incumbents are Pentair (Everpure), Watts Water Technologies, Brita (The Clorox Company) and 3M Aqua-Pure.
Does Puretec have an API?
No public API is recorded for Puretec.
What industry is Puretec in?
Puretec's product category is Water Filtration Systems. Its primary akta.pro industry code is CRAJAJAE, Whole-House (Point-of-Entry) Water Treatment Systems, with a secondary code of CRAJAJAH, Replacement Filter Cartridges & Consumables.