Welcome to

We are proud that PURE Lighting is a 100% New Zealand owned company with a warehouse and operations based in the beautiful Lake Taupō.

We import LED Lighting products from Australia, USA and China then distribute them through all major wholesalers across New Zealand.

Thinking Outside the Box

We have broadened our scope to include Internet of Things (IoT) and have collaborated with companies in the Netherlands, USA, Hong Kong and India to manufacture devices which will bring about a revolution in the world for




Our Journey

The Garage where it all began

Where we Started

It has been a journey, no doubt! Operations started out of a humble garage in 2013 with a single employee who had a vision of reducing energy consumption in New Zealand.

With a product range that consisted of only two LED globes he began his journey to accomplish this vision.

Our Current 600m2 Warehouse

Where we are Now

PURE Lighting is now distributing our product range of more than 3000 products from a 600m2 warehouse with the help of eleven employees.

Today we are recognised as a leading distributor of LED Lighting products and have established an excellent reputation.

Concept of New Office and Warehouse

Where we are Going

To accommodate our growing product range and the need to keep up with current demand, we are designing
a new warehouse boasting 1600m2 of floor space and a state-of-the-art product showroom.

IoT for energy and asset management is the way of the future and Pure LED is leading the way.

Daniel Deere

Daniel Deere

Managing Director

Kimberly Woelke

Kimberly Woelke

Office Manager

Sami Corbett

Sami Corbett

Social Media Specialist

Tegan Deere

Tegan Deere

Sales Consultant

Casey Church

Casey Church

National Sales Manager

Holly Allen

Holly Allen

Sales Consultant

Sukh Uppal

Sukh Uppal

Warehouse Manager

Van Lucas

Van Lucas


Tracy Reay

Tracy Reay

Financial Controller

Ross Deere

Ross Deere


Wendy Deere

Wendy Deere




Commenced Operation

Single Employee

Limited Products


Moved into first facility with 150m2 warehouse

Added first major partner J.A. Russell Ltd


Added second major partner, Active Electrical

Three employees


Moved into larger facility with a warehouse of 300m2

Began increasing product range significantly


Increased partners further

Expanded product range to over 100 products

Increased market presence across New Zealand


Added partners: Ideal Electrical and Cory’s Electrical

Moved into larger facility 600m2  warehouse

Further increased product range

Five Employees


Added Distribution for Martec, Havit and Havit Commercial

Product Range increased to over 3000 products

Won Deloitte Fast 50 Award with Revenue growth of 187%

Excellence in Business Small Business – Taupō Business Awards

Six Employees


Added Partners: PowerBase Members, Red Path, Advance Electrical, Scott’s Electrical and Plumbing World

Eight Employees


New Automation Products

Winner People’s Choice Award

Finalist in 3 Categories Taupō Business Awards Excellence in :
• Business Large
• Social Media & Marketing
• Leadership

Eleven Employees