Pure makes waves with new appointment

Henrik Lorensen has been appointed as the company’s Chairman.

Pure International Limited, the digital radio brand, has announced the appointment of Henrik Lorensen as a Non-Executive Director and Chairman.

Lorensen officially assumed his position at the company from November 2018 following a planned transition. Sir Hossein Yassaie, the outgoing Chairman, welcomes Henrik joining the team and remains fully committed and supportive of the business. He continues in the capacity of a shareholder and Board Director.

Lorensen arrives at Pure with a wealth of experience in the global audio market, notably playing an integral role in the conception and development of B&O PLAY where he served as CEO. His knowledge and passion for high quality audio makes it the ideal time to join the board as Pure enters into the connected audio market.

Commenting on his appointment, Lorensen said: “It is an honour to become Chairman of this respected British company and I look forward to the challenge of guiding Pure into an exciting new chapter. The business has a highly skilled team with the talent and passion to make a difference to an established organisation, whilst loving the brand and respecting its heritage.”

Pure’s CEO, Rob Haycock, added: “We are delighted that Henrik is joining Pure as Chairman at such an exciting time for the company. His experience and knowledge of the market, combined with his formidable reputation within the industry, will be a huge asset for Pure’s continued growth as a global audio brand.”

Pure has a heritage of developing award-winning audio products for the home and on the move. The company’s mission is to redefine radio for the modern day, offering a live and on-demand listening experience that can be enjoyed effortlessly, anywhere.