IHA gets acquainted with the co-founders of Santa Barbara, Calif.-based Pura Stainless, Roger Moore, CEO and Jenifer Moore, vice-president. Pura appears at our Show for the first-time in booth N8632 at the 2017 International Home + Housewares Show in Discover Design.

Roger, tell us about the beginnings of Pura Stainless.
Pura was founded in 2008 by two parents who were searching for safe feeding solutions for their young children.  Our mission was simple… to design and develop the safest and most adaptable feeding and hydration products anywhere. We are humbled by the global response which includes many awards and sixteen patents!

If you are wondering “Why Pura?”… well, the short answer is that we address basic consumer purchasing criteria for safety, value, simplicity and environmental responsibility, all in the best way we can.

Where do you find inspiration when designing new products?
Pura is dedicated to making products that help real-life people. We find inspiration in the common problems that consumers have with current products on the market, and we create unique products that solve those problems. In 2008, after several reports came out about the dangers of BPA in plastic, my wife and I realized that there were no products available that we felt were safe enough for our own children. We decided to start Pura and make the safest line of baby and juvenile bottles on the global market.

Are there any specific designers, places or eras that influence you?
While we are inspired by great works by many designers, we admit to having a fascination with the clean lines and space age influence of the 1950s and 60s.  I think you can see this inspiration in all of our products and one of the reasons that we are fond of polished stainless steel (as opposed to painted bottles or bottles w/ busy designs.

How do you choose which idea to take to the next step — to product development?
We listen to our customers and the evolving needs of the families.  Exceptional customer service is part of what makes Pura so unique and successful. We always go the extra mile to make every customer feel valued and listened to. When we have new product ideas, we often share them with our loyal fan base and ask their opinions. At Pura, we realize that our success is predicated on solving customer problems in a unique and cost effective manner.

So we set out to make a unique bottle! For example:

• SAFETY: nothing matters more for your little ones (and big ones for that matter). 100% plastic-free bottle line, NonToxic Certified by MADE SAFE  
• VALUE: Our Baby Grows… Bottle Evolves™ modular lid system allows our products to evolve with the changing needs of the child with a simple swap of the Pura-designed silicone lid modules.  This novel system provides unique value because one set of bottles can be used for years with a simple swap of silicone lids.
• SIMPLE: Our Any Bottle… Any Lid™ system offers bottles from 5 oz. to 28 oz. and five different silicone lids (nipple, spout, straw, sport and flat cap) all of which are interchangeable.
• GREEN: The adaptable nature of our products allows re-purposing of every bottle resulting in less waste.  Our products are 100% recyclable and, on average, are comprised of 60% recycled material. We have been recognized by the U. S. House of Representatives, California State Senate, and California Legislature for our eco-progressive business and products. 

How do you identify the key user audience for your products?
Our primary market is health-conscious parents, like us, who are interested in providing the best and safest feeding ad hydration solutions to their children. However, we realized that one of the biggest issues in the juvenile feeding industry is that there is so much waste. Traditionally, bottles have to be replaces at each stage of your child’s life. Not only is this incredibly expensive, but it leads to huge waste build-up in our oceans and landfills. We wanted to make products that could be used for more than a few months…we make products that last a lifetime. Savvy consumers see the unique benefit of a bottle line that grows with your child; the eco-friendly benefit is just the cherry on top! Our users are moms, dads, infants, toddlers, teenagers, college students, business professionals, and grandparents. From infants to grandparents, anyone can use a Pura bottle, because they were designed with everyone in mind.

How do you use social media?
Emerging (and evolving) technology is a key aspect of our design, product development, and marketing strategies.  In fact, if it were not for the internet and social media we never would have been able to articulate our unique benefits to our loyal fan base. 

How do you see design’s importance in our industry as it moves forward?
Design is critically important to lifestyle-based products.  And, in this era of fast and often incomplete information exchange, the purchase decision now also depends on a simple articulation of the unique benefits to be provided by a product backed by reputable third parties.  The bottle industry in particular is one that if rife with disinformation and greenwashing as even some market leaders continually mislead the public.  Just witness how many bottle brands simultaneously market their steel or glass vessel as a safer alternative to plastic bottles… but still use plastic lids, collars, spouts, and sport tops even as they try to use confusing names for plastic.  In the end, design influenced by function and safety will always win the day!

Can you give us a preview of what you will be showing in your booth in Discover Design?
We will be exhibiting our entire line of industry leading plastic-free juvenile and adult bottles. There will be a particular focus on our new Swirl designs – these are unique in the market, and bring a funky aesthetic to our popular products. We remain a family-owned business with an eye on continuous innovation and an focus on quality. Come visit us!

Thank you, Roger, for introducing us to your company and your products. We look forward to meeting you at your booth N8632 in Discover Design. See you soon in Chicago!

Learn more about Pura at www.purastainless.com.

Discover Design is the premier destination at the International Home + Housewares Show for trend spotters who make design their priority. Retailers looking for the unique will find early 200 design leaders at Discover Design located at the front of the North Building.

Anchored by renowned brands such as Alessi, Blomus and Charles Viancin, Discover Design welcomes new exhibitors, such as notNeutral, Victoria Lekach, and Unplugged Goods, and introduces 10 emerging companies at the Design Debut incubator. Additional fresh offerings from veteran design-focused exhibitors such as Kikkerland, Zoku and Magisso will also inspire your choices for the coming year. Find more information on Discover Design exhibitors online.

Captions:
Pura Sport 22 oz Insulated Bottle with Orange Swirl Sleeve

Pura Sport 22 oz Insulated Bottle with Aqua Sleeve

Pura Kiki 11 oz Straw Bottle with Aqua Swirl Sleeve

Pura Kiki 9 oz Insulated Sippy Bottle with Pink Swirl Sleeve