E-mobility specialist Pure Electric is opening stores in Paris and Madrid at the start of a new push into mainland Europe by the fast-growing British business. Pure has signed deals for stores in the French and Spanish capitals as demand for e-scooters and e-bikes soars on the Continent. 

France updated legislation on e-scooter use on city roads and cycle paths last year; there are already an estimated 20,000 rental scooters on the streets of Paris. Pure expects to open on the Boulevard de Sebastopol – which runs through the heart of Paris – in early January.


Peter Kimberley, Pure chief executive, said the business plans to open at least 10 stores in both France and Spain next year. It already runs 16 in the UK and is poised to open its latest UK store in London Bridge before Christmas.

Currently, in the UK, e-scooters are only allowed on roads if hired out through one of a number of trial rental schemes approved by the Government.

Mr Kimberely said: “Pure Electric is only two years-old but the business is going from strength to strength and we now feel it’s time to accelerate our plans by taking up stores in Europe.

“The Coronavirus pandemic has made people think again about how they travel and many are turning to e-scooters and e-bikes to get around.”

“We believe this trend will only increase given the pressure to reduce congestion in our major towns and cities and to clean up the air that we breathe by bringing down emissions.”

“On Brexit we’ve worked with our suppliers, warehousing and shipping partners to make sure we’ve done everything possible to maintain business as usual. 

“We’re confident we’ll be able to supply stock to our UK and mainland European customers through any Brexit-related disruption.”

Pure Electric was set up by entrepreneur Adam Norris two years ago. He took over 11 former Cycle Republic stores in the UK from Halfords and rebranded them.

There are estimated to be between 150,000 and 200,000 electric-scooter owners in the UK with sales rising by 100,000 this year during the pandemic. 

Pure believes many are turning to e-mobility to save money on getting around, to avoid public transport, for a healthier life and to protect the environment.