What Pure Hydration does

Pure Hydration (trading name of BW Technologies Ltd, registered in England, company number 3925108) is a UK-based water purification technology company founded by Jon Grant in 1994 and formally incorporated in 2008. The company is headquartered in Farnham, Surrey, with approximately 10 employees, and operates as a privately held, founder-owned business with no disclosed external funding. Its core technology platform is M.A.D.® (Mechanically Advanced Disinfection), introduced in 2011 as the third generation of purification architecture, which combines micro-filtration, electropositive electrocohesion to attract viruses and bacteria, and powdered activated carbon (PAC) to remove chemicals, heavy metals, and odours, certified to NSF ANSI 42 & 53 standards and independently validated by the London School of Hygiene & Tropical Medicine, Hospital for Tropical Diseases, and Liverpool School of Tropical Medicine. The product portfolio spans four segments: portable outdoor purifiers (Aquapure Traveller at $68, Replacement Purifier Cap at $54, InLine Purifier), premium stainless steel everyday bottles and tumblers (PURE Bottle $35–$48, PURE Tumbler) with the PURE Cap filter accessory ($35) and CLICK'n'SIP sports cap, home under-sink filtration systems and replacement cartridges ($41+ on 6-month subscription), and a military/contract range (Survivor 58, Survivor Ranger, SmartPump, Thirst Aid Station) sold on application to defense and humanitarian buyers.

The company's go-to-market combines direct-to-consumer e-commerce via purehydration.com and Amazon with B2B channels: military procurement (UK MoD via Crib Gogh Ltd., Malaysian Armed Forces, Belgian Military SERE instructors), humanitarian distribution (ShelterBox stockpiling Thirst Aid Stations across four countries for disaster relief including Typhoon Haiyan, Hurricane Matthew, Somaliland, and Syrian crisis response), golf hydration stations through UK Golf Federation and England Golf partnerships covering 1,800 clubs and 720,000 members, and charity retail partnerships with WWF UK, RSPB, and World Animal Protection selling co-branded reusable bottles. Revenue mechanics are predominantly one-time hardware sales with a recurring component from replacement filter cartridges (PURE Cap 125L, home filtration 3000L, six-month replacement plan). Military and specialist products follow a quote-based, multi-year contract model. No revenue, ARR, or financial performance figures are disclosed.

Name

Pure Hydration

Legal name

BW Technologies Ltd

Website

https://purehydration.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Hydration is a UK-based, founder-owned water purification company using proprietary M.A.D.® technology to serve outdoor consumers, military, humanitarian (ShelterBox), golf, and charity retail channels with portable purifiers, stainless steel bottles, and home filtration systems.

Ownership category

akta.pro rank

Product category

Water Purification Products

akta.pro primary industry

Hydration, Water Filtration & Purification Retail (CRAMAMAE)

akta.pro secondary industries

Replacement Filter Cartridges & Consumables (CRAJAJAH), Under-Sink Water Filtration Systems (CRAJAJAD)

Keywords

• Portable water purifiers
• Water filtration systems
• Insulated water bottles
• Military water purification
• Disaster relief equipment

Headquarters

HQ city

Farnham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Water Purification Products: One-time sales of water purifiers including Aquapure Traveller bottle ($68), Replacement Purifier Cap ($54), and Inline Purifier. These products have 350L purification capacity each.
2. Stainless Steel Bottles and Tumblers: Sales of insulated stainless steel PURE Bottles and tumblers with customizable designs. Price points range from $27-$48. Products include WWF charity designs by artist Elizabeth Grant.
3. Replacement Filters and Cartridges: Recurring revenue from replacement purifier caps, PURE Cap replacement filters, and home water filter cartridges. PURE Cap filter has 125L capacity; filter cartridges changed twice yearly.
4. Home Water Filtration Systems: Complete under-sink water filtration systems ($123) and conversion kits for existing systems ($62-$69). 3000L capacity with 2-micron mini carbon block technology.
5. Military and Specialist Products: B2B sales of Survivor series products (Survivor 58, Survivor Ranger, SmartPump, etc.) and Thirst Aid Stations to military, government, and disaster relief organizations. Pricing on application.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Pure Hydration designs, manufactures and sells portable and stationary water purification products built on its proprietary M.A.D.® (Mechanically Advanced Disinfection) technology. The offering spans the Aquapure Traveller™ portable purifier bottle, PURE Bottles and Tumblers with PURE Cap purifier accessories, Complete under-sink Home Water Filtration Systems and replacement cartridges, and a specialist Military/Survivor range (including Thirst Aid Stations) for defence, humanitarian and disaster relief buyers.

Product overview

Pure Hydration is a water purification technology company offering a portfolio of products centered on its proprietary M.A.D.® (Mechanically Advanced Disinfection) technology. The product line spans three main categories: (1) Portable Purification - the flagship Aquapure Traveller™ bottle and replacement caps/inline purifiers for outdoor, travel, and emergency use; (2) Everyday Hydration - PURE Bottles and Tumblers (premium insulated stainless steel vessels) paired with the PURE Cap purifier attachment and CLICK'n'SIP sports cap; (3) Home Filtration - Complete Water Filtration System and conversion kits/replacement cartridges for under-sink and fridge installations. A dedicated Military range offers ruggedized versions including Survivor and ArmourWeave products. The company also provides golf hydration stations and partners with charities for cause-marketing bottles. The M.A.D. technology platform combines micro-filtration, electrocohesion, and powdered activated carbon (PAC) to remove 99.9999% of bacteria and viruses, verified to NSF ANSI 42 & 53 standards and independently tested by LSHTM.

Differentiator

Problem solved

Functional benefit

Products and services

• Aquapure Traveller™ Flagship portable water purification bottle using M.A.D.® (Mechanically Advanced Disinfection) technology to remove 99.9999% of bacteria, viruses and harmful contaminants including microplastics from unsafe water sources. Requires no power, batteries, or chemicals, and has approximately 350 litres purification capacity per unit. Designed for outdoor enthusiasts, travellers, expedition teams, and emergency backup; priced at $68.
• PURE Bottles Premium insulated stainless steel vacuum water bottles (500ml and 350ml sizes) with high-definition graphics, BPA-free construction, and compatibility with the PURE Cap purifier sports cap. Available personalised or with charity artwork; priced from $35-$48, retaining heat for 12+ hours and cold for 24 hours.
• PURE Tumblers Insulated reusable stainless steel tumblers (350ml / 12oz) with bespoke designs by artist Elizabeth Grant, rust-resistant and sweat-proof construction. Marketed for everyday hydration use and as charity-cause merchandise through WWF UK and RSPB.
• PURE Cap World's first purifier sports cap for stainless steel water bottles, transforming standard vacuum bottles into water purifiers using miniaturised M.A.D.® technology. Capacity of 200L (equivalent to ~400 single-use plastic bottles); designed for treated municipal tap water; compatible with PURE Bottles and other leading brands.
• Complete Water Filtration System Under-sink home water filtration system featuring 2-micron mini carbon block technology with 3000-litre capacity at 2 litres per minute flow rate. Removes chlorine, lead, mercury, bacteria and cysts; available in Advanced and Premium versions, the latter including Scaleguard limescale reduction. Priced from $123.
• Military Water Purification Range (Survivor series & Thirst Aid Station) Rugged military-grade water purification product line including Survivor 58, Survivor Ranger, Survivor Inline Purifier, Survivor SmartPump, Go Survivor, Aircrew Survivor, ArmourWeave Reservoir, and Thirst Aid Station. Each Thirst Aid Station pallet (~184kg) can process 500,000 litres of drinking water and displace 694.4 pallets of single-use plastic bottles. Sold via contact-us / pricing-on-application to defence forces (UK MoD DSTL, Malaysian Armed Forces, Belgian SERE) and humanitarian NGOs (ShelterBox).
• PURE Hydration Station (Golf) On-course hydration station solution for golf clubs providing clean, pure-tasting water free from bacteria, chlorine and odour to reduce single-use plastic bottle waste across UK golf. Installed at partner clubs through UK Golf Federation and England Golf agreements; targets the 129.5M disposable bottles used annually at UK golf clubs.
• Water Filter Replacement Cartridges Recurring replacement filter cartridges for the @Home Complete Water Filtration System, using Twist 'N' Lok fitting. Available individually from $41 or as part of a Cartridge Replacement Plan with 6-month delivery intervals; designed to be changed approximately twice per year.

Quantifiable outcome

• 99.9999% removal of bacteria, viruses and harmful contaminants
• +6 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered key, core and minor.

• WWF UKkeyChannel Partner/ Reseller/ Distributor · 1 January 2018Initial launch partner for PURE Bottle collection with bespoke wildlife designs created by artist Elizabeth Grant. Products sold through WWF shop to raise funds for conservation. Partnership exemplifies environmental mission alignment.
• RSPBkeyChannel Partner/ Reseller/ Distributor · 1 January 2018Charity partner for PURE Bottle collection with bespoke nature and wildlife designs. Products sold through RSPB retail channels to raise funds for bird and nature conservation.
• Crib Gogh Ltd.coreChannel Partner/ Reseller/ Distributor · 1 January 2016UK MoD intermediary supplier who procured over 40 water bottle- and reservoir-based purification systems (Survivor Ranger and Armour Weave with InLine Purifiers) for evaluation by UK DSTL. Trial conducted by Malaysian Armed Forces over two weeks in tropical environments.
• ShelterBoxcoreStrategic or Co-development PartnerInternational disaster relief charity strategically positions thousands of Thirst Aid Stations at regional distribution hubs in four countries for rapid deployment during humanitarian emergencies. Pure Hydration supplies products specifically designed for disaster relief scenarios including Typhoon Haiyan, Hurricane Matthew, Somaliland cholera outbreak, and Syrian crisis response.
• UK Golf FederationkeyGTM or Marketing PartnerUKGF partnership promotes sustainable hydration solutions in golf clubs. CEO Douglas Poole stated the partnership showcases UKGF's intentions to promote sustainable living with hydration as an important part of performance and wellbeing. The partnership addresses 129.5M disposable bottles used at UK golf clubs annually.
• England GolfkeyGTM or Marketing PartnerPartnership with governing body for amateur golf in England covering 1,800 affiliated clubs and 720,000 members to provide PURE Hydration Stations and sustainable hydration solutions.
• World Animal ProtectionminorChannel Partner/ Reseller/ DistributorCharity partner offering PURE Bottle products for sale to support animal welfare mission and reduce plastic pollution affecting wildlife.
• Elizabeth Grant (Artist)keyStrategic or Co-development PartnerArtist creates bespoke wildlife and nature designs for PURE Bottle and tumbler collection. Designs include Polar Bear (WWF), Elephant, Gorilla, Tiger, and other endangered species artwork. Original designs printed using state-of-the-art sublimation technology.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Katadyn: Katadyn is a Swiss-based direct competitor in portable water purification for outdoor, military, and survival applications. Both companies offer filter bottles, in-line purifiers, and expedition-grade products serving overlapping customer segments.
• Grayl: Grayl is a direct competitor in portable water filtration cups and travel bottles for outdoor and travel use. Both companies target outdoor enthusiasts and travelers with press-button filtration products at similar premium price points.
• MSR (Mountain Safety Research): MSR is a direct competitor in outdoor water filtration and purification for hiking, camping, and expedition use. Both companies offer portable water treatment solutions for outdoor enthusiasts and humanitarian applications.
• S'well: S'well is a direct competitor in premium stainless steel water bottles, also explicitly named in Pure Hydration's PURE Cap compatibility list. Both companies compete in the design-forward reusable bottle category popular with environmentally conscious consumers.
• CamelBak: CamelBak is a direct competitor in outdoor hydration, offering water bottles and reservoirs with integrated filtration compatible with in-line purifiers. Both companies serve military, outdoor, and emergency preparedness segments with overlapping product functionality.
• Chilly's: Chilly's is a UK-based direct competitor in premium insulated stainless steel bottles, explicitly named in Pure Hydration's PURE Cap compatibility list. Both companies target the UK and European market with reuseable bottles positioned as anti-plastic alternatives.
• LifeStraw: LifeStraw is the most direct competitor in portable water purification, offering personal water filters, straws, and bottles for outdoor and humanitarian use. Both companies target the same core use cases (travel, outdoor, emergency preparedness) with similar go-to-market through retail and NGO partnerships.

Broad incumbents

• Hydro Flask: Hydro Flask is a broader incumbent in premium insulated stainless steel water bottles, the same product category as Pure Hydration's PURE Bottles line. While Hydro Flask lacks integrated filtration, it represents the dominant premium bottle brand competing for the same consumer wallet.
• Brita: Brita is the dominant incumbent in water filtration, owning the home pitcher and under-sink filtration categories. While Brita's primary focus is household filtration, it competes with Pure Hydration's @Home line and represents the standard consumer alternative in the broader water treatment space.

Emerging players

• Survivor Filter: Survivor Filter is a smaller US-based competitor focused on portable water filtration for emergency preparedness and outdoor use. They overlap with Pure Hydration's targeted use cases but operate at a smaller scale and a more limited geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/purehydration
• LinkedInlinkedin.com/company/pure-hydration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Pure Hydration