Marketing content

Why invest in Pure Power?

Growing Demand: More and more households and businesses are switching to wood pellet stoves and boilers as a sustainable alternative to gas, partly due to grid congestion and rising energy prices. Wood pellets – not to be confused with stacking pallets – are compact pellets made from residual wood from the wood processing industry: an environmentally friendly and efficient fuel.

Proven Track Record: This is already the third Invesdor campaign; the obligations of the two previous loans (2015 and 2022) have always been met. 

Security for Investors: Your investment is secured by a first mortgage on the office building (valued at EUR 1.25 million) and a pledge on inventory and receivables.

Sustainable Product: The wood pellets are made from FSC-certified residual wood and play a crucial role in the energy transition.

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“What began as an idealistic trading company has grown into a reliable player in the energy transition, with a strong supply chain from sourcing to delivery. In 2015 and 2022, we successfully raised growth capital through Invesdor to expand our inventory.

With this new refinancing, we aim to continue responding to the growing demand and further strengthen our supply reliability. Your investment supports us in this mission and directly contributes to a fossil-free future.”

Jan Boone, Founder and Director, Pure Power

Investment information

Days to invest:
20
Investing round ends:
08/09/2025
Type:
Bond
Subordinated:
no
Invested so far:
€788,750.00
Price per bond:
€250.00
Min offer:
1 Unit
Maximum issue size:
€1,500,000
in 6,000 Units
Interest:
quarterly
Repayment:
quarterly
after 3 Months
Broker:
Oneplanetcrowd International B.V
License:
ECSPR

Overview

Company Profile

Since 2011, Pure Power has developed into a reliable player in the sustainable heat market.
Pure Power sources wood pellets from certified producers and delivers them directly to a growing group of private and business customers in the Netherlands. Orders can be placed via the webshop or through an extensive dealer network.

Impact

With 16,000 tons of wood pellets delivered annually, Pure Power makes a substantial contribution to reducing fossil energy use in the Netherlands. One ton replaces approximately 500 m³ of gas. In doing so, Pure Power directly contributes to CO₂ reduction and ensures the reliable supply of sustainable heat—especially during the winter months.

Growth Plans

Pure Power aims to grow to an annual volume of 23,000 tons by 2029. To achieve this, the company is investing in stock, purchasing advantages, and operational scalability. The demand for wood pellets is rising, driven by grid congestion and the need for alternatives to natural gas.

Why invest now - or again?

Following successful crowdfunding rounds in 2015 and 2022, Pure Power is now launching a new round to accelerate growth and ensure continued supply security. Your investment enables Pure Power to purchase at the right time, secure strong margins, and realise further growth.

Company information

Company name: Pure Power B.V.
Managing director: Jan Boone
Business ID: 52786102
Year founded: 2011
Address:

Rijksstraatweg 102
7383 AV  Voorst gem. Voorst

The Netherlands
Industry: Energy sector
Number of employees: 8
Locations: 1
Website: https://www.purepower.nl/
Social media:

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The product

Pure Power supplies wood pellets as a sustainable alternative to gas. These pellets are made from residual streams from the wood industry, such as sawdust and shavings from furniture and window frame production. The material is first dried and then compressed without additives into dense pellets.

The wood pellets produce little ash and have a high energy value. One ton of pellets replaces approximately 500 m³ of gas. This makes them not only more sustainable but also cheaper than traditional heating. Especially in locations where heat pumps are difficult to install, wood pellets offer a practical and reliable alternative.

The pellets are available in three forms:

  • Bulk (loose)

  • Big bags (1,000 kg)

  • Small bags (10–15 kg), suitable for private consumers

Description

Business model

Purchasing takes place with certified producers both domestically and abroad. By buying large volumes at strategic moments, Pure Power benefits from favorable purchase prices. These pellets are resold with a margin to various customer groups.

Sales focus on three main segments:

  • Private customers, via the company’s own webshop (mainly small bags)

  • Business customers, such as agricultural companies, wellness centers, and housing corporations

  • Pellet stove installers and distributors, through a network of dealers

Margins vary per sales channel. Webshop sales generally have higher margins because customers pay in advance and logistics are efficiently organized. Margins for business bulk customers are lower, but volumes are higher, and long-term customer relationships provide stability. Some customers also opt for additional services such as inventory management, maintenance, and ash removal, which generate supplementary income.

Pure Power operates nationwide and is among the largest wood pellet suppliers in the Netherlands. Due to its own inventory storage and strong customer relationships, entering this market is not easy. The combination of economies of scale, brand loyalty, and operational efficiency provides a strong competitive position and healthy margin structure.

Market

The wood pellet market in the Netherlands is rapidly evolving. More and more households and businesses are switching to pellet-fired systems. Housing corporations and agricultural companies also recognize the benefits of stable heat generation at lower costs. Pure Power anticipates sustained growth, partly driven by policy goals for CO₂ reduction and energy independence.

Several players are active in this market, but Pure Power stands out with:

  • ENplus A1-certified products

  • A nationwide dealer network

  • A customer satisfaction score of 9.4

  • In-house inventory management and logistics coordination

Thanks to early market entry, economies of scale, and long-term customer relationships, market entry for new providers is not easy. Additionally, Pure Power has a strong brand and operational control over the entire chain—from sourcing to delivery—which results in reliable margins and a competitive advantage.

Impact

The Sustainable Development Goals (SDGs or 'Global Goals') are part of the UN 2030 Agenda for Sustainable Development and constitute the international framework for sustainable development until 2030. These SDGs are intended to put an end to poverty, inequality, and climate change.

SDG 7 – Affordable and Clean Energy

Pure Power contributes to the energy transition by making sustainable heating accessible. In 2024, Pure Power, together with its customers, achieved a saving of 6.5 million m³ of natural gas. Thanks to an efficient distribution network and in-house inventory management, the company can guarantee supply security, even during peak periods. In doing so, Pure Power supports not only households and businesses but also national policy goals for sustainable and affordable energy supply in the Netherlands.

SDG 12 – Responsible Consumption and Production

Pure Power’s wood pellets are produced from waste materials from the wood industry, such as sawdust and wood chips from furniture and window frame factories. By utilizing these residual streams, the company prevents waste and contributes to a circular economy. Only residues from sustainably managed wood sources are accepted. In addition, the pellets have a long shelf life, minimizing waste during storage or transport. With this approach, Pure Power links sustainable energy to efficient resource use — a clear example of how responsible production and consumption can go hand in hand.

Management

  

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Jan Boone

Managing Director and Founder

Jan Boone is the founder and CEO of Pure Power. His entrepreneurial career began in 1981 with the establishment of VAR B.V., a recycling company focused on processing various types of waste. Under his leadership, VAR grew into a leading player in the Dutch reuse and biomass sector. At the end of 2010, Jan sold his 80.01% stake in VAR Holding B.V. to Attero.

In 2011, he founded Pure Power. Drawing on his extensive experience in residual streams, logistics, and sustainable energy, he developed the company into one of the largest wood pellet suppliers for consumers in the Netherlands.

  

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Ricardo Reuselaars

Operational Manager

Ricardo Reuselaars has been with Pure Power since 2018 and has served as Operations Manager since 2022. In this role, he is responsible for the day-to-day management of operations, including logistics, inventory control, and delivery planning. With a background in account management in the food & beverage sector, Ricardo brings not only operational expertise but also a strong focus on customer service and commercial support.

His experience makes him the vital link between the warehouse, administration, and customer contact. Thanks to his hands-on mentality and eye for process improvement, he contributes to an efficient, reliable, and well-organized operation.

Shareholding Structure

Pure Power B.V. is a 100% subsidiary of WWR NL B.V.

All shares of WWR NL B.V. are held by Jan Boone, founder and CEO of Pure Power.

Shareholding Structure:

  • WWR NL B.V. – 100% owner of Pure Power B.V.

  • Jan Boone – 100% owner of WWR NL B.V.

There are no other shareholders holding more than 5% of the shares, nor are there any external investment firms with a stake in the company.

WWR NL B.V. has provided a 100% guarantee. J. Boone Monumenten B.V. fully guarantees the loan until the property is sold. This guarantee expires upon the sale of the property.

Use of Funds

Pure Power is seeking refinancing of up to €1,500,000 to strengthen its financial structure and secure future growth.

  1. Repayment of existing mortgage on company building (€430,000) – approx. 29%
    This portion of the amount will be used to repay an existing mortgage of €430,000 with RNHB. This allows a first mortgage right to be established on the property in favor of the Invesdor investors. The property is owned by J. Boone Monumenten B.V., the founder’s personal BV, which also acts as guarantor.

  2. Repayment of the existing OPC loan (€1,000,000) – approx. 67%
    The remaining portion of the financing will be used to repay a previously granted bullet loan of €1 million from OPC dated 2022. This loan was originally used for inventory purchases. 

Impact on Growth and Investor Value
Thanks to this refinancing, Pure Power retains sufficient liquidity to quickly take advantage of favorable purchasing opportunities. The inventory position remains strong, improving margins and guaranteeing delivery reliability—a crucial competitive advantage. For investors, this structure offers solid collateral, first security rights, and an attractive return in a stable, growing market for sustainable heating.

Financial Figures & Growth

Current and Planned Figures

Gain insight into Pure Power’s financial figures, such as revenue and profit development. Read more about the growth expectations.

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