Pure Cremation is the UK’s leading provider of direct cremations.


In June 2021, Puma reached an agreement with the management and other shareholders of Pure Cremation Holdings Limited, to exit the entirety of the Puma position for a cash consideration. The business secured funding from Santander UK to support the buyout of the Puma position, leaving the business 100% owned by its four executive directors.


Key Info
Andover and Scotland
Funerary Services
2017 – 2021
Between 2017 and 2018, Puma Funds invested £7.35 million of growth capital into Pure Cremation – the UK’s leading provider of direct cremations. The company’s revenue grew fourfold during Puma’s investment period, through consistent growth, and it has moved into profitability.
Puma’s investment drove marketing activity, increasing awareness of the business’s direct cremations and prepaid funeral plans. The investment also helped the company build its own bespoke crematorium facility, driving down per-unit costs and providing a platform for considerable further growth. The business experienced very high demand during the Covid-19 crisis and was able to continue operating safely. It also donated TV advertising space to Marie Curie to help the charity raise much-needed funds for its emergency appeal.

Our investment view

“Pure Cremation is an innovative business with a disruptive approach to its market. With its longstanding experience, the team is harnessing strong trends in the cremation sector as growing numbers of people seek more choice and less cost. We are enjoying helping the business achieve their ambitious plans.”

Jane Smith Rupert West, Managing Director

What our partners are saying

“The funding from Puma means we are well-placed to strengthen Pure Cremation’s position as the standard bearers of choice in the funeral industry. We will also be able to offer our simple service delivered with kindness and care to an increasing number of families.”

Catherine Powell, Co-founder of Pure Cremation