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About Us

The year was 2012 and our founder, Simon Nicolle, was helping Waitrose, the UK Retail Partnership to establish themselves in the Channel Islands. He had sold his food retail businesses two years previously and was looking for the next challenge. Online retail had been buzzing around his head for some time but no clear idea had yet jumped out.


 Just Pure Brand

Talking with Waitrose customers one Saturday, he was asked if there were any teeth whitening products and was surprised to find that there was nothing available. At home, Simon tried looking for teeth whitening online and was again unsuccessful. Although there were a lot of small websites selling teeth whitening online, what was interesting to Simon was that there was no major retailer that specialized in teeth whitening. Many days and email enquiries later a USA manufacturer specialising in Non Peroxide Teeth Whitening products was found and the Just Pure  brand was created.



The Birth of Just Pure Hut.com

The original idea was to create a web site that offered the absolute best Just Pure teeth whitening products only, but as the business developed customers asked if we could find other product ranges in the Luggage and Baby markets. With just Pure White, Just Pure Luggage and Just Pure Baby brands all in one store…….Just Pure Hut.com  was born.



Over the past 3 years, the brand and aspirations have evolved, with the goal to be the company that provides the absolute best service online. To this end all our products have a 100% Satisfaction Money Back Guarantee!

 Here are just a few comments from our many regular customers:

Best strips I have used to date
By Kyle on 27 August 2015
I was quite sceptical of these strips as I have tried a few different types before but after day 2 you can already see the results! They're really easy to apply and leave you teeth feeling clean afterwards! Definitely going to buy more of these!

Organised at last.
By Matilda on 11 August 2015
These brilliant cubes have made packing and unpacking a doddle, I travel a lot with work and family so anything that makes it easier is a plus. No more disorganised jumble on arrival...just neat cubes...fantastic.

Simple and effective.
By Mr. D on April 9, 2014
OK, not very often do I buy a product that does exactly what it says it does! As a family we always have half bottles of wine left around in the fridge. We thought we would try this and it works. Our last bottle of White lasted 4 days...great! Its easy to use and wash (dishwasher didn't effect the seals).
The main unit is small and compact with a tough feel. The bottle plugs can also be used on sparkling grape juices etc. Quite handy really. Cheaper than the supermarkets too!

At Just Pure Hut we believe that while price is important, the speed at which we get our products to our customers plays a very important role in how that customer thinks about shopping with us again.

All our products are warehoused with Amazon, allowing us to leverage the full power of the giant retailer’s awesome delivery choices - From Next Day Delivery to Standard 5 Working Day FREE delivery.

Our #1 goal is for Just Pure Hut to be an online leader with customer focus at the heart of that goal.