Custom Pure
Custom Pure is a Seattle-based water purification retailer selling point-of-use filtration systems, replacement filters, and bottleless office dispensers to residential, commercial, and workplace customers through one retail store, 17 self-serve refill stations, and field installation.
- Company typePrivate
- Founded-
- HeadquartersSeattle, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Custom Pure does
Custom Pure is a Seattle-based water purification company operating a single retail "water store" at 1514 NE 179th Street in Shoreline, Washington, alongside 17 self-serve bottled water refill stations distributed across the Seattle metro area. The company sells point-of-use (POU) and point-of-entry (POE) water treatment systems, replacement filters, shower and bath filters, and bottleless office coolers to residential, commercial, and workplace customers, with POU filtration — filtering water immediately before consumption — positioned as the firm's primary technical approach, enabling smaller filters, lower cost, and reduced risk of recontamination from plumbing relative to whole-house systems.
The product portfolio spans multiple treatment technologies: MB Series filters for fluoride removal, carbon block filtration, ultraviolet disinfection, gravity-feed filters, steam distillation, reverse osmosis, deionization by ion exchange, and redox methods. For workplaces, the company markets bottle-free dispensers, high-purity filters, and taste improvement filters as a lower-cost, lower-storage alternative to delivered bottled water, while the 17-location self-serve network sells purified water in BPA-free bottles that customers refill themselves.
Custom Pure monetizes through four streams: one-time equipment sales, recurring replacement-filter purchases, transactional self-serve water filling fees, and professional installation and ongoing service. Pricing is quote-based and not publicly disclosed. The company employs approximately 5 people, operates a product-led go-to-market with free water consultations as the primary demand-generation tactic across all three segments, and distributes through its retail storefront, self-serve stations, an e-commerce storefront, and direct field sales for commercial installations. The website footer indicates operations dating back to at least 2010, though no formal founding date, revenue figure, or ownership details are disclosed in available sources.
Custom Pure firmographics
Firmographics- Name
- Custom Pure
- Legal name
- Custom Pure
- Website
- https://custompure.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Custom Pure is a Seattle-based water purification retailer selling point-of-use filtration systems, replacement filters, and bottleless office dispensers to residential, commercial, and workplace customers through one retail store, 17 self-serve refill stations, and field installation.
- Ownership category
- akta.pro rank
Custom Pure industry classification
Industry- Product category
- Water Filtration Systems
- NAICS
- Bottled Water Manufacturing (312112)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Point-of-Use (POU) Faucet-Mount Water Filters (CRAJAJAA)
- akta.pro secondary industries
- Countertop Water Filtration Systems (CRAJAJAC), Replacement Filter Cartridges & Consumables (CRAJAJAH), Showerhead Water Filters (CRAJAJAG)
Keywords
Where Custom Pure is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Custom Pure business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Water Filtration Equipment Sales: Sale of water purification systems including MB Series filters, carbon block filtration, ultraviolet systems, gravity feed filters, steam distillers, and related equipment for residential, commercial, and workplace applications. One-time hardware purchases with installation services available.
- Replacement Filters and Accessories: Ongoing sales of replacement filters, faucets for filters, shower and bath filters, and bottled water accessories. Creates recurring revenue through consumable filter replacements.
- Self-Serve Bottled Water: Self-serve bottled water service at 17 locations throughout Seattle, providing BPA-free bottles filled with purified water. Customers bring their own bottles for filling at self-serve stations.
- Installation and Service: Professional installation and ongoing service for water treatment equipment, including residential, commercial, and workplace water systems.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Residential Water Filtration |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Custom Pure product offering
Product offeringCore offering
Custom Pure sells and services point-of-use water filtration systems (MB Series fluoride filters, carbon block, ultraviolet, gravity feed, and steam distillers) along with workplace bottle-free dispensers, high purity and taste improvement filters, and shower/bath filters. The company also runs 17 self-serve BPA-free bottled water refill stations across Seattle and offers free water consultations plus professional installation and ongoing service across residential, commercial, and workplace segments.
Product overview
Custom Pure is a water purification company offering a portfolio of point-of-use (POU) and point-of-entry (POE) water filtration systems, steam distillation equipment, and bottled water services. The product line includes MB Series fluoride-removing filters, carbon block filtration, ultraviolet treatment systems, gravity feed filters, and steam distillers for residential use; bottle-free dispensers, high purity filters, and taste improvement filters for workplace applications; shower and bath filters for whole-house filtration; and self-serve bottled water refills at 17 Seattle locations. The company provides complementary free water consultations and professional installation and service for all segments (residential, commercial, workplace), positioning itself as both a product provider and a full-service water treatment solutions company.
Differentiator
Problem solved
Functional benefit
Companies that use Custom Pure
Customer profileSegments4 records
Ideal customer profiles4 records
Custom Pure technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Custom Pure partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Custom Pure competitors and assessment
Company assessmentBroad incumbents
- Pentair: Pentair is a global water solutions company offering residential and commercial filtration, softening, and point-of-use systems. It is the broad incumbent benchmark for scale, channel, and product breadth.
- Brita (The Clorox Company): Brita is the dominant mass-market pitcher and under-sink water filter brand owned by Clorox, distributed nationally through retail. As a broad incumbent, it shapes consumer expectations for filter products Custom Pure also sells.
Direct peers
- Aquasana: Aquasana sells whole-house (POE) and under-sink (POU) filtration systems, shower filters, and replacement cartridges. Its product mix and channel mix (DTC + retail) directly overlap Custom Pure's portfolio.
- Multipure: Multipure manufactures and sells POU water filtration systems and replacement filters direct-to-consumer and through independent distributors. Its filter-subscription model mirrors Custom Pure's recurring replacement revenue stream.
- Sparkletts (Primo Water Corporation): Sparkletts/Primo Water provides bottled water delivery and water services for homes and offices. Comparable to Custom Pure on the bottled water and workplace water service side of the business.
- APEC Water Systems: APEC is a direct-to-consumer manufacturer of reverse osmosis, filtration, and commercial water treatment systems. Highly comparable to Custom Pure's commercial and RO product line.
- Culligan: Culligan is a leading national water treatment company offering residential, commercial, and workplace filtration, softening, and bottle-free systems. It is the closest broad comparability to Custom Pure's full-service water-store model.
- Berkey: Berkey is known for gravity-fed stainless steel water filtration systems, a product category Custom Pure explicitly sells. Comparable to Custom Pure in residential filtration positioning and replacement filter revenue model.
- ClearlyFiltered: ClearlyFiltered sells premium POU and whole-house filtration systems direct to consumers via e-commerce. It is a strong digital-native peer that competes for the same online-buyer Custom Pure targets.
- PUR (Helen of Troy): PUR is a leading faucet-mount and POU water filtration brand owned by Helen of Troy, sold through mass retail and subscription. It competes head-on with Custom Pure's flagship POU offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Custom Pure social profiles
Digital presenceCustom Pure compliance and trust
Trust signalCompliance1 record
Custom Pure financial estimates
Financial estimateRevenue estimate
Valuation estimate
Custom Pure leadership team
Management profileNumber of profiles
Custom Pure funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Custom Pure 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 Custom Pure
What does Custom Pure do?
Custom Pure sells and services point-of-use water filtration systems (MB Series fluoride filters, carbon block, ultraviolet, gravity feed, and steam distillers) along with workplace bottle-free dispensers, high purity and taste improvement filters, and shower/bath filters. The company also runs 17 self-serve BPA-free bottled water refill stations across Seattle and offers free water consultations plus professional installation and ongoing service across residential, commercial, and workplace segments.
Is Custom Pure a public or private company?
Custom Pure is a private company. It is classified as unknown and is currently operating.
When was Custom Pure founded?
Custom Pure was founded in -1. It employs 1 to 10 people.
Where is Custom Pure based?
Custom Pure is headquartered in Seattle, United States, in the North America region.
How does Custom Pure make money?
Four revenue lines are on record. Water Filtration Equipment Sales are the primary driver. The others are replacement Filters and Accessories, self-Serve Bottled Water and installation and Service.
Who are Custom Pure's main competitors?
Broad incumbents on record are Pentair and Brita (The Clorox Company). Direct peers are Aquasana, Multipure, Sparkletts (Primo Water Corporation), APEC Water Systems, Culligan, Berkey, ClearlyFiltered and PUR (Helen of Troy).
Does Custom Pure have an API?
No public API is recorded for Custom Pure.
What industry is Custom Pure in?
Custom Pure's product category is Water Filtration Systems. Its primary akta.pro industry code is CRAJAJAA, Point-of-Use (POU) Faucet-Mount Water Filters, with a secondary code of CRAJAJAC, Countertop Water Filtration Systems. Its NAICS code is 312112 and its SIC code is 2080.