What PureH2O does

PureH2O Ltd is a UK-based designer and manufacturer of water purification systems and multifunction boiling water taps, founded by Roger Wiltshire in 1991 and headquartered in Woking. The company operates a vertically integrated model with over 90% of components manufactured within 5 miles of its headquarters, and is positioned as the only British manufacturer of reverse osmosis (RO) drinking water systems. Its product portfolio spans three RO purifiers (IntRO, PurityPRO, RODI+), two multifunction taps (Quatreau Touch with touchscreen interface, Quatreau SmartTap), three whole-home systems (Filter-Pro, UV-Pro, Softener-Pro), and two commercial bottling stations (HydreauBar-1, HydreauBar-2). A wholly-owned subsidiary, PURE H2O GWTO, extends the business into global desalination.

The company's core technology is Reverse Osmosis with De-Ionisation (RODI) using a Thin Film Composite (TFC) membrane with a GAC pre-filter, housed in pharmaceutical-grade 316 stainless steel. Founder Roger Wiltshire pioneered the industry-wide switch from Cellular Triacetate (CTA) to TFC membrane configuration, delivering contaminant removal of 99.99% organic and 98% inorganic. Products are sold through a direct-to-consumer and B2B sales motion (phone, email, e-commerce), supported by in-house installation engineers across England and Wales with two-week consumer lead times and four-to-eight week commercial lead times.

PureH2O monetises through one-time hardware sales, monthly recurring service agreements (prepaid direct debit, required for the 10-year extended warranty), and a sub-£1/day monthly rental option for all systems. Customers span residential, office/corporate, HoReCa, commercial/industrial (high-purity pharmaceutical pipework in PFA, PVDF, stainless steel), and dental surgeries, where the company is described as a leading UK supplier for autoclave water. Distribution is primarily direct, with a retail channel layer via Planet Organic in-store refill dispensers supporting its sustainability positioning.

Name

PureH2O

Legal name

PureH2O Ltd

Website

https://pureh2o.co.uk

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

PureH2O is a UK-based manufacturer of reverse osmosis water purifiers, multifunction boiling taps, and whole-home water treatment systems. Founded in 1991 and headquartered in Woking, the company sells hardware plus subscription service agreements to residential, HoReCa, commercial, dental and office customers across England and Wales.

Ownership category

akta.pro rank

Product category

Water Purification Equipment

akta.pro primary industry

Water Filtration, Treatment & Softening Plumbing Products (IMADALAK)

akta.pro secondary industries

Whole-House (Point-of-Entry) Water Treatment Systems (CRAJAJAE), Water Softener, Filtration & Treatment System Installation (HSAOAAAH)

Keywords

• Water purification systems
• Reverse osmosis equipment
• Multifunction water taps
• Home water treatment systems
• Industrial water purification

Headquarters

HQ city

Woking

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Water Purification Systems: Sale of water purifiers including PurityPRO, RODI+, and IntRO systems. One-time hardware purchase with optional service agreement.
2. Boiling Water Taps: Sale of Quatreau Touch and Quatreau SmartTap multifunction taps providing boiling, chilled, sparkling and hot/cold water.
3. Whole Home Systems: Filter-Pro, UV-Pro, and Softener-Pro whole home water treatment systems for residential properties.
4. Service Agreements: Annual service agreements required for 10-year extended warranty on all products. Prepaid monthly direct debit or equivalent.
5. Installation Services: In-house installation by qualified engineers. Costed and quoted separately. Lead time: 2 weeks for consumers, 4-8 weeks for business orders.
6. Monthly Rental: Rental option available for all purifiers, softening and conditioning systems. Allows customers to enjoy pure water for less than £1 per day.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

PureH2O designs and manufactures water purification and treatment systems for residential, office, hospitality, and industrial buyers. Its portfolio includes reverse-osmosis purifiers, whole-home filtration, UV and softening systems, multifunction boiling, chilled, sparkling, hot, and cold taps, commercial bottling stations, and related installation and maintenance services.

Product overview

PureH2O is a UK-based manufacturer of water purification systems and multifunction boiling water taps. The product portfolio centers on three core water purifier models (IntRO™, PurityPRO™, and RODI+™) that use reverse osmosis technology to produce purified drinking water. These purifiers are complemented by the Quatreau tap product line, which includes the Quatreau Touch™ (with touchscreen interface) and Quatreau SmartTap™ (standalone drinks station), both delivering boiling, chilled, sparkling, and hot/cold water from a single tap. For whole-home water treatment, the company offers Filter-Pro™, UV-Pro, and Softener-Pro systems. The commercial segment includes HydreauBar-1™ and HydreauBar-2™ bottling stations. All products are designed and manufactured in Britain, with over 90% of components sourced within 5 miles of their Woking headquarters.

Differentiator

Problem solved

Functional benefit

Brands

• Quatreau: Multi-function boiling, chilled and sparkling water taps with touchscreen interface. Includes Quatreau Touch and Quatreau SmartTap products.
• HydreauBar
• PureH2OME

Products and services

• IntRO™ Direct-flow reverse-osmosis purifier that supplies filtered water without a storage tank, has a capacity of 1-2 l/min, and is designed for straightforward self-installation.
• PurityPRO™ Stainless-steel drinking-water purifier available with 10 l/hr or 15 l/hr capacity and conceived, designed, and built in Britain.
• RODI+™ Four-stage reverse-osmosis water purifier with 15 l/hr capacity for residential and business use.
• Quatreau Touch™ British-built multifunction tap with a touchscreen panel that delivers pure boiling, chilled, sparkling, and unfiltered mains hot and cold water from one tap.
• Quatreau SmartTap™ Stand-alone drinks station providing boiling, chilled, and sparkling water for kitchens, gyms, and hospitality environments.
• Filter-Pro™ Whole Home Whole-home filtration system stated to remove 99.99% of organic contaminants and impurities and 98% of inorganics.
• UV-Pro™ Whole Home Whole-home ultraviolet water-sterilization system for residential water treatment.
• Softener-Pro™ Whole Home Whole-home water-softening system designed to protect against limescale and hard-water damage to appliances and skin.
• HydreauBar-1™ Commercial smart bottling station delivering boiling, chilled, sparkling, hot, and cold water.
• HydreauBar-2™ Smart bottling station for office environments with advanced water-dispensing capabilities.
• Annual Service Agreements Annual servicing for PureH2O products, available through a prepaid monthly direct debit or equivalent and required for the 10-year extended parts and labour warranty.
• In-House Installation Services Installation of purchased systems by qualified in-house engineers for consumers and businesses in England and Wales, priced separately from the equipment.

Quantifiable outcome

• 99.99% removal of organic contaminants and 98% of inorganics from tap water
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Planet OrganicminorChannel Partner/ Reseller/ DistributorEarly adopter and retail partner offering free PureH2O dispensers in all their stores. Customers can visit stores and refill bottles with pure water at no cost, supporting the company's environmental mission of reducing plastic bottled water.
• Local Manufacturers (Woking Area)coreOthersOver 90% of components manufactured within 5 miles of Woking offices using CNC tooling and sheet metal facilities. Printed circuit boards manufactured in Reading. Supports company's low carbon footprint claim and quality control.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Billi: Manufacturer of boiling, chilled, and sparkling water dispensers and taps. Direct competitor in the premium office and home instant-water-dispense category where PureH2O's HydreauBar and Quatreau products compete.
• Quooker: Dutch-headquartered manufacturer of boiling-water taps with a strong UK presence. Competes directly with PureH2O's Quatreau Touch and SmartTap lines on instant boiling/chilled/sparkling dispensing from a single kitchen tap for residential and commercial buyers.
• Zip Water: UK and Australia-based provider of instant boiling, chilled, and sparkling water taps and under-bench units. Closely comparable to PureH2O on integrated tap + filtration systems sold to homes, offices, and hospitality venues.

Broad incumbents

• EcoWater Systems: Established water-treatment manufacturer with UK presence, selling softeners, RO, and whole-house filtration through dealer networks. Comparable to PureH2O on residential water-treatment equipment.
• BWT AG: European water-technology group offering point-of-entry and point-of-use filtration, softening, and treatment systems for residential and commercial customers. Competes with PureH2O's whole-home and commercial purification portfolio.
• Culligan International: Global water-treatment provider offering residential RO/filtration systems, commercial purification, and bottled-water services. Comparable to PureH2O across home purification and commercial HoReCa/office deployments.
• Pentair: Global water-treatment equipment and services company with residential and commercial RO/filtration offerings. Competes in the broader category where PureH2O sells drinking-water purifiers and commercial high-purity systems.
• BRITA Group: Global leader in water-filtration pitchers, cartridges, and dispensers. Overlaps with PureH2O's home and office drinking-water purification value proposition at a much larger scale and broader product range.
• Kinetico: UK and global provider of water softeners, whole-house filtration, and commercial treatment systems. Direct overlap with PureH2O's Filter-Pro, UV-Pro, and Softener-Pro whole-home lines.
• Waterlogic: Provider of point-of-use dispensers and bottling stations for offices and HoReCa. Overlaps with PureH2O's HydreauBar smart bottling stations and corporate water solutions on the office/HoReCa side of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PureH2Ouk
• Facebookfacebook.com/PureH2Ouk
• LinkedInlinkedin.com/company/pureh2oltd
• Instagraminstagram.com/pureh2ouk
• Pinterestpinterest.co.uk/pureH2Ouk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PureH2O