Peter Kimberley becomes Pure Electric CEO, founder eyes European advance

Former Cycle Republic boss Peter Kimberley, recruited initially as the managing director, will become Pure Electric‘s CEO, leaving founder Adam Norris to advance the firm’s corporate partnerships and advance into Europe.

Kimberley will now take over full responsibility for running the business and overseeing what is proposed to be a quite rapid acceleration out of the blocks on store openings.

Adam Norris: “Our goal is to help the world reduce pollution and make lives better as quickly as possible. To do this we will be the biggest retailer of e-bikes and e-scooters in Europe. It is important that we structure the business correctly, and we have the right people doing the right jobs. It is for this reason I have decided to promote Peter Kimberley to be CEO and to take over the day to day running of the business. This is what he was doing at Tredz and Cycle Republic. He has an impressive track record of shops and wider retail and his extensive knowledge of the bicycle industry is second to none. Peter has impressed me in his time at Pure and I am confident he will do a great job of driving the business forward.”

Norris is now busy in the background developing the firm’s own Cycle to Work offering, talking to corporate clients and scouting overseas opportunities. This decision reflects Adam’s skills and his previous experience at Hargreaves Lansdown, where he developed in-depth knowledge of the world of private pensions.

Peter Kimberley: “This is an exciting time for micromobility, e-bikes and e-scooters. We can see demand increasing every day and the government are 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.”

CyclingIndustry.News will carry an exclusive interview with Norris in our next printed Trade Journal, within which Norris goes into much greater detail on the ambition to quickly scale across Europe in a bid to change mobility.