Melbourne-based, Aqipa, has re-launched UK digital radio brand ‘Pure’ in Australia, following Powermove Distribution’s attempt several years prior.

Led by two ex-Convoy executives, Aqipa Australia also distributes audio brands such as; Audiofly, Marshall, Urban Ears, Master & Dynamic, Audio Pro and B&O Play.

Pure CCO, Rob Haycock, asserts it’s a “fantastic market for digital radio”, with Gfk data revealing live radio remains “number one”, despite the rise of streaming media.

The news ends Pure’s two year absence from the Australian market, with Haycock affirming Aqipa is the “perfect fit” for the brand, both in terms of “capability and direction”:

“For us, having been absent for two years, choosing the right partner to support our re-entry was crucial”

“We wanted to get it right, which is why we chose Aqipa Australia. They’re the perfect fit for our brand in terms of capability and direction the business is taking.”

Aqipa Australia Sales and Marketing Director, Sohan Karunaratne, asserts they’re “confident” in Pure’s competencies, following the increased roll-out of DAB+ in Australia:

“As the pioneers of digital radio, we’re confident that Pure’s core competencies of good, British engineering along with stylish design will be appealing and well received by our consumers, especially as the roll out of DAB+ continues across the country.”

Pure digital radios are now locally stocked in retailers such as; Myer, Retravision and selected independents.

Products include Pure’s new ‘Siesta’ bedside digital radios, and its ‘Move’ portable DAB products. (Product information available on Pure’s website here).

The British company claims to be a “pioneer of digital radio”, and the first to “fully embrace” the technology in 1999. Pure states its sold over five million units worldwide.