About Purifi+
New Zealand specialists in British ceramic filters.
Purifi+ is the new name of The Water Filter Company. We are a 100% New Zealand owned business and an official dealer of Doulton and British Berkefeld.
Our story
Two brands, done properly.
Purifi+ is a specialist store for two British brands with long track records and published test data: Doulton and British Berkefeld.
We keep the range small on purpose, so we can explain what each filter does and back it with the manufacturer's documents. We buy directly from the manufacturer, Fairey Industrial Ceramics in the UK, and hold stock in New Zealand so your order ships from here.
In 2026 we changed our name from The Water Filter Company to Purifi+. The people, the products and the service are the same. Orders, accounts and warranties carry over as they were.
What we stand for
Genuine filters. Claims we can show you.
Official dealer
Genuine Doulton and British Berkefeld filters and the correct cartridges, bought direct from the UK manufacturer.
Every figure sourced
We only quote results we can point to: a lab report, a specification sheet or the manufacturer's instructions.
100% New Zealand owned
Owned and operated in New Zealand by Proactive Group Limited. Questions are answered here, not offshore.
In stock locally
We hold stock in New Zealand and ship with tracking to New Zealand and Australia.
30-day money-back
Return unused items within 30 days of delivery. Your Consumer Guarantees Act rights always apply.
Straight advice
Not sure which filter suits your water? Ask us. If we do not sell the right thing for you, we will say so.
The brands
Made by one British manufacturer.
Doulton has made ceramic water filters in the UK since 1826. We sell its benchtop, underbench, shower and bottle filters with Biotect Ultra cartridges.
Shop Doulton
British Berkefeld makes stainless steel gravity filters with Ultra Sterasyl and Ultra Fluoride ceramic cartridges. No plumbing or power.
Shop British BerkefeldQuestions?
Talk to a real person.
Email sales@waterfiltercompany.co.nz or call +64 22 0433 123.
Purifi+ is a trading name of Proactive Group Limited, a New Zealand company.