Purezza

What Purezza does

Purezza is a UK-incorporated brand within the Culligan International Group, founded in 2013 in Australia and now operated by Culligan (UK) Limited (registered Reading, England) and WLI (UK) Ltd (Maidenhead), that manufactures and distributes premium chilled and sparkling water dispensing systems exclusively to the hospitality (HoReCa) sector. The product portfolio comprises four dispensing categories — under-counter systems (EXL700 high-capacity, Jet-In compact), counter-top dispensers (Aquabar with R290 natural-gas refrigeration, P2 Firewall Bar Classe Series), cellar-fed systems (EXL65HC) — plus an ice-machine line sourced via Hoshizaki (IM-30, IM-45, IM-65, IM-100) and a consumables range of branded reusable glass bottles (Petalosa, Oslo), syrups, dishwasher trays, and point-of-sale materials. Core technology centres on proprietary Firewall UVC purification certified to NSF/ANSI 55 Class A and P231 (99.9999% bacteria and 99.99% virus removal including COVID-19), BioCote silver-ion antimicrobial protection exclusive to Waterlogic for commercial mains-fed dispensers, Fibredyne II sub-micron filtration with AgION, and Ice Bank cooling.

The business operates a rental/service model: customers pay a flat recurring fee that bundles equipment, installation and routine maintenance, removing per-unit consumption costs; accessories and consumables generate incremental hardware and consumables revenue. Go-to-market is hybrid — direct enterprise field sales in the UK plus Australia, Europe and the USA, paired with the Waterlogic distribution channel that extends Purezza into 60+ additional markets including Asia, South America, and the Middle East. The active customer base spans 8,000+ venues — fine dining (e.g., one-Michelin-star Pied à Terre, MJP@TheShepherds), hotel groups (Kimpton Clocktower/IHG, Radisson Blu Uppsala, Macdonald Inchyra), bars and cafés (Ribeye Steakhouse, Elnecot, Collins Quarter). The company reports having removed approximately 40 million single-use bottles from the hospitality supply chain by end-2019 and targets an annual run-rate of 30 million removals. Scalability is anchored to parent-group distribution and certified proprietary technology rather than to software or AI.

Name

Purezza

Legal name

Culligan (UK) Limited

Website

https://purezza-water.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Purezza is a UK-based brand within the Culligan International Group that designs, rents, and services premium chilled and sparkling water dispensing systems, ice machines, and branded reusable glassware exclusively for the hospitality (HoReCa) sector across 13+ direct markets and 60+ indirect markets.

Ownership category

akta.pro rank

Product category

Commercial Water Dispensers

NAICS

Bottled Water Manufacturing (312112)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC)

akta.pro secondary industries

Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH), Non-Alcoholic Beverage Bottling/Canning & Packaging Operations (AFAFABAO)

Keywords

• Commercial water dispensers
• Hospitality water solutions
• Sparkling water systems
• HoReCa equipment rental
• Ice machines and accessories

Headquarters

HQ city

Maidenhead

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Dispensing System Rental: Rental-based payment model with flat fee pricing. Cost of mains-water and CO2 is relatively inexpensive compared to pre-packaged bottled water. Servicing and maintenance included in rental plan.
2. Consumables and Accessories: Sale of branded bottles (Petalosa, Oslo), accessories, syrups, and point-of-sale marketing materials.
3. Ice Machine Supply: Partnership with Hoshizaki for ice machines including IM-30, IM-45, IM-65, IM-100 models. Available as part of rental/service packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Purezza designs, supplies, and services premium chilled and sparkling water dispensing systems exclusively for the hospitality (HoReCa) sector, including under-counter, counter-top, and cellar-fed units, Hoshizaki ice machines, and branded reusable glass bottles and accessories. The company delivers its offering through a flat-fee rental model with routine maintenance included, plus direct sales of consumables and accessories.

Product overview

Purezza is a premium water dispensing solutions provider exclusively serving the hospitality (HoReCa) sector. The product portfolio consists of four main dispensing system categories: under counter systems (EXL700 and Jet-In for high-capacity and space-constrained venues), counter top dispensers (Aquabar and P2 Firewall Bar Classe Series with advanced UVC purification), and cellar-fed systems (EXL65HC for remote installations). The Purezza offering is complemented by a range of branded reusable glass bottles (Petalosa in 750ml/350ml and Oslo in 75cl/50cl), accessories including dishwasher trays, syrups, and point-of-sale marketing materials, and Hoshizaki ice machines (IM30, IM-45, IM-65, IM-100) available through a dedicated partnership. Core technology features include proprietary Firewall UVC purification, BioCote antimicrobial protection, Fibredyne II filtration, and Ice Bank cooling. All products are offered exclusively through a rental/service model with routine maintenance included.

Differentiator

Problem solved

Functional benefit

Products and services

• EXL700 Under Counter System High-capacity undercounter water dispensing unit paired with elegant bar taps, providing cold and sparkling water. Designed for very high-demand requirements with fast dispensing and simultaneous filling of multiple bottles.
• Jet-In Under Counter System Compact undercounter water dispensing unit designed for venues with limited space, providing reliable cold and sparkling water while maximising undercounter space utilisation.
• Aquabar Counter Top Dispenser High-demand worktop water dispenser offering cold, ambient, and sparkling water with fast multiple bottle filling capabilities and eco-sustainable refrigeration using R290 natural gas.
• P2 Firewall Bar Classe Series (P2 FW Bar - C Series) Counter Top Dispenser Robust, sophisticated counter top dispenser providing unlimited purified still and sparkling water with Firewall UVC purification certified to NSF 55 Class A and P231 standards, eliminating up to 99.9999% bacteria and 99.99% viruses including COVID-19.
• EXL65HC Cellar-Fed System High-capacity cellar-fed cooler carbonator designed for cellar installations and remote or under-counter placements, maintaining constant cold soda water with re-circulating technology for optimum sparkling water quality.
• IM30 Ice Machine Compact undercounter ice machine producing 30kg of ice per 24 hours with 11.5kg self-contained bin capacity, producing Hoshizaki large ice cubes for premium beverages and cocktails.
• IM-45 Ice Machine Self-contained air-cooled ice maker producing 46kg of ice per 24 hours with 18kg bin capacity, designed for HoReCa environments.
• IM-65 Ice Machine Self-contained air-cooled ice maker producing 62kg of ice per 24 hours with 26kg bin capacity, designed for HoReCa environments.
• IM-100 Ice Machine Self-contained air-cooled ice maker producing 105kg of ice per 24 hours with 50kg bin capacity, designed for high-volume HoReCa environments.
• Petalosa Bottle Premium reusable glass bottle with elegant Italian-inspired design engineered for hospitality environments, featuring a wider mouth for improved water flow, cleanability, and ergonomic handling. Available in 750ml and 350ml sizes.
• Oslo Bottle Stylish eco-friendly reusable glass bottle, dishwasher safe, eliminating packaging waste from plastic and pre-bottled water. Available in 75cl and 50cl sizes.
• Hand Sanitising Machines Automatic contactless hand sanitising units using advanced detection technology, providing a cost-effective alternative to standard plastic bottle dispensers without single-use plastic consumption.
• Syrups Flavour syrups for adding to Purezza Sparkling Water to create cocktails, mocktails, and flavoured beverages, significantly increasing venue revenue opportunities.
• Dishwasher Tray Purezza-branded dishwasher tray ensuring clean and hygienic cleaning of glass bottles for venue use.
• Point-of-Sale Marketing Materials Promotional collateral including A3/A2 posters, window stickers, bottle hangers, and table talkers to help venues promote Purezza to customers.

Quantifiable outcome

• 33% cost savings compared to bottled water (example: £260/year savings for 50 bottles/week at £0.4/bottle)
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• HoshizakicoreTechnology or Integration · 20 May 2021Partnership with leading ice machine manufacturing company Hoshizaki to supply best-in-class ice machines to the hospitality market. Hoshizaki is world-renowned for quality, reliability and durability with 70 years of innovation in sustainable refrigeration. Partnership provides complete service packages including IM-30, IM-45, IM-65, IM-100 ice machines and KMD-210 Crescent ice machine.
• Green KeycoreStrategic or Co-development Partner · 26 February 2020Partnership with leading international eco-label Green Key to promote sustainable water supply chains in the hospitality industry using filtered tap water solutions and reducing single-use plastic bottles. Green Key is headquartered in Copenhagen and operates throughout Europe, Middle East, Australia, Africa, and The Americas with 3,100+ hotels and establishments in 66 countries.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Culligan International: Culligan is Purezza's parent group and a global leader in water treatment, offering residential and commercial filtration, softening, and distribution across 100+ countries. It is a broad incumbent in the same broader water-solutions space and operates many of the brands through which Purezza distributes.

Others

• Hoshizaki: Hoshizaki is Purezza's strategic ice-machine partner and a global leader in commercial ice machines and refrigeration for HORECA. It is not a direct competitor but a key adjacent ecosystem participant whose equipment Purezza bundles into its venue solutions.

Direct peers

• Primo Water Corporation: Primo provides bottled water, water dispensers, and exchange/refill services to residential and commercial customers in North America. It is a direct competitor in the alternative-to-single-use-bottle water delivery model that Purezza's solution replaces in HORECA.
• Waterlogic (Culligan Group): Waterlogic is Purezza's distribution and tech partner within the Culligan group, supplying commercial mains-fed water dispensers globally. While organizationally linked, it directly competes for the same HORECA and office customers and shares the Firewall UVC and BioCote technology platform.
• Oasis International: Oasis manufactures and supplies commercial water coolers, bottle fillers, and point-of-use dispensers for offices, schools, and hospitality. Directly comparable to Purezza in product category and commercial plumbed-in dispensing model.
• BWT Water+More: BWT Water+More is the HORECA/foodservice arm of BWT, providing point-of-use water filtration, mineralisation, and dispensing solutions for restaurants and hotels. Directly comparable to Purezza's on-tap sparkling/still dispensing model and HORECA target customer.
• BRITA Professional: BRITA Professional supplies commercial water filtration and optimization systems to HORECA (hotels, restaurants, cafés) and offices globally. It is a direct competitor to Purezza, offering plumbed-in dispensers with comparable sustainability and cost-savings narratives.
• Quench (by Culligan): Quench provides point-of-use water dispensers and filtration as a service to offices and commercial customers across North America. It is part of the same Culligan/Waterlogic ecosystem and competes head-to-head with Purezza's commercial rental/dispensing model, especially in adjacent HORECA and workplace segments.
• Elkay Manufacturing: Elkay manufactures and supplies commercial-grade water dispensing and filtration products, including bottle fillers, coolers, and undercounter units for institutional, hospitality, and foodservice markets. Directly comparable in product category and commercial installation model.

Emerging players

• SodaStream (PepsiCo): SodaStream is a consumer sparkling-water maker now owned by PepsiCo. While consumer-focused, its at-home carbonation format is an emerging alternative that could pull some hospitality demand toward in-room consumer solutions rather than commercial on-tap dispensing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/purezzawateruk
• Instagraminstagram.com/purezza_water
• LinkedInlinkedin.com/company/purezzauk
• Xx.com/purezza_uk
• TikToktiktok.com/@purezza_water

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Purezza