The new company started actively trading yesterday.
2Pure will be the exclusive UK distributor for Crank Brothers, Lizard Skins and Ultimate Support workstands.
"We have some fresh ideas about stimulating the market with our brands and interacting with dealers and their customers," said a company statement.
"We plan to do things differently and bring energy to the market by working closely with our suppliers and listening to our customers needs."
Manitou was picked up by Madison earlier this month, Berghaus Bike does not yet have any distribution into the bike trade but Crankbrothers said it was going with 2Pure Ltd.
Andrew Herrick, partner at crankbrothers, said:
"The UK is Crankbrothers fastest growing market outside of the USA. This is a key market for our business. Choosing an effective distribution partner is a very important decision. Our decision to work with 2Pure reflects the confidence we have in them to provide the service we need. They have the ability to stimulate the market, offer an innovative supply chain solution, and provide excellent support to dealers.
2Pure has Crankbrothers inventory in stock. A warranty department is now in place, with warranty parts
2Pure Ltd's contact details can be found on the BikeBizBible directory on this site. http://www.bikebiz.co.uk/b3/
A full and frank interview with George Bowie will be included in the May issue of Bike Biz.