Pure Theatre

Dealer Profile

Dealer Profile

Pure Theatre

Telford, Shropshire, England

Chris Pettitt
Key Statistics & Information
Opened 2003
HARMAN Brands Supported


The HARMAN Luxury Audio Group is proud to have some of the best high-end consumer electronics partners across the globe. Each month, we have the pleasure of learning a little bit more about one of our dealers or distributors. This time we spoke with Chris Pettitt, Owner of Pure Theatre in Telford, Shropshire.

Pure Theatre installation

How long have you been in business?
Pure Theatre was founded in 2003 from a passion for home cinema and movies. First and foremost, the company is an engineering company. We specialize in the design and manufacture of home cinema systems. We manufacture our projector screens, projector lifts and A/V racks. Over the years, people have wanted to source everything in one place and we can provide this alongside our exceptional level of service.

How many locations do you have?
The company has one location in Telford, Shropshire. Although, we demo for and attract people from all over the UK. The 8,000 sq. ft. facility combines our manufacturing, demo rooms and now, a new purpose-built retail store so that customers can really get a feel for what we do and what we can offer when they visit. Visitors are always impressed to see the manufacturing “behind the scenes” side. The official launch of the store is in July, but we are already receiving visitors.

Our open-plan demo room showcases multiple projectors and screens set up in a home cinema environment. We also have a dedicated cinema room for people who want high-end cinema – it’s a £100,000 demo room. We pride ourselves on being one of the best centres for A/V.

How did Pure Theatre get its start?
My background is in engineering - I am a high-level engineer who has worked in very complex environments. This skill, combined with my passion for movies, led me to pursue my own business in home cinema.

How many people are on the Pure Theatre team?
In total, we have seven people on the team made up of mostly engineers and sales. However, we have recently brought on a Marketing Lead to run our shop. Because we are predominantly engineering, we sell from an engineering point of view and this lends itself to home cinema because we are highly knowledgeable in how everything works together. It ensures we can provide the best knowledge and solutions for people who want the full package. Bringing a Marketing Lead to the team will ensure we can grow our business further and continue to grow communications with our customer base.

Thoughts on the importance of training?
Training is essential. Most of the team are highly technical due to their backgrounds in engineering. However, we are always keen to take part in training from manufacturers and ensure we keep up to date with our brands and the latest technology.

What do you like most about HARMAN Luxury Audio products and which lines do you feature?
We sell most of the ARCAM lines because the sound quality is fantastic and the products are beautifully engineered. We also like that the lines last for a few years and do not discontinue every few months. Selling quality products that can stand the test of time is imperative to us.

How do you think the luxury audio industry is currently doing?
Very well at the moment – as more people have been at home this year we have seen an increase in those interested in home cinema.

What is Pure Theatre's mission?
Our slogan is “Evolve Home Cinema” – we believe in consistently evolving in this space. We have a customer-centric ethos; it is very important to us that we provide a quality service.

You have the floor. Anything else you want to share with us about Pure Theatre that you would like the world to know?
We invest heavily into our marketing – we use a marketing agency for our google ads, blogs, press and social media. Our website has an online booking system so we can easily manage demos. In previous years we have also run commercials on Sky Atlantic which you can see here in the UK. And, we take part in large events to showcase the company. This year we are exhibiting at the following:

Homebuilding and Renovating Show at the NEC – July 8 – 11

Grand Designs Live at the NEC – October 6 – 10

What are your thoughts on the future of home cinema?
The way it’s going is to hide all of the technology so you can have a beautiful living room/home but only see the equipment when you press a button. It is moving to a place where consumers don’t want to see the television unless it’s in use. They still demand great sound but with the equipment concealed. This aligns perfectly with what we do by "evolving home cinema."