Peter Kimberley named Pure Electric CEO

Peter Kimberley has been appointed Pure Electric’s new CEO.

The former Tredz and Cycle Republic supremo joined the company – known as Pure Scooters at the time – earlier this year as international managing director. He replaces founder Adam Norris in his new role, who will continue to work actively in other areas of the business.

“Our goal is to help the world reduce pollution and make lives better as quickly as possible,” said Norris. “To do this, we will be the biggest retailer of e-bikes and e-scooters in Europe. It’s important that we structure the business correctly, and we have the right people doing the right jobs.

“Peter has an impressive track record, both with shops and wider retail, and his extensive knowledge of the bicycle industry is second to none. He has impressed me in his time at Pure and I’m confident he’ll do a great job of driving the business forward.”

Norris will focus on Pure’s overall business strategy, on the customer retail experience and the development of corporate customers, including the Cycle to Work scheme.

Kimberley added: “This is an exciting time for micromobility, e-bikes and e-scooters. We can see demand increasing every day and the Government is responding too, with new infrastructure and the fast-tracking of e-scooter trials across the country.

“Pure Electric is going to be at the forefront of this revolution.”

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