Number of Direct Cremations Set to Rise by Over 400% Percent in 2017
Pure Cremation, the UK’s first totally dedicated independent direct cremations service, is celebrating a successful first year in business predicting an increase of over 400% per cent in the number of direct cremations carried out in their first 12 months.
Direct cremation is a service for which demand is on the increase and the owners are confident that if they continue to grow at the current rate they will achieve their target of providing 12,000 direct cremations a year within the next five years.
Launched by leading funeral industry expert, Bryan Powell together with his wife Catherine, the family owned business has already set the standard for competitively priced direct cremations in the UK under its Pure Cremation banner, handling 450 direct cremations in 2015/16 as well as selling more than 200 funeral plans in the first half of 2016.
The trend in direct cremations is also growing considerably internationally. In the US there has been a huge step change from 91% burials to cremation, with direct cremations now accounting for 30% of the whole market. Australia and Japan have also seen similar take up of direct cremations.
Pure Cremation is confident that the UK will follow the US trend and over the next 12 months has forecast an increase in its own direct cremations to 2000 in 2017 and expect to sell a similar number of pre-paid funeral plans.
The Powells have a proven track record of successfully developing and delivering funeral services that meet the needs of today’s families. Bryan has nearly 30 years’ experience in the industry. He was a Founding Chairman of the Independent Funeral Directors’ College and also served on the National Executive of the Society of Allied and Independent Funeral Directors (SAIF) for a number of years.
The husband and wife team have invested a six figure sum in Pure Cremation over the past year which now operates from a 5,500 sq. ft. facility in Newbury with a fleet of 5 new vehicles, state of the art equipment and a hand-picked senior team. Further investment, in excess of £1million, is to be ploughed into the business over the next 12 months in an expansion programme to meet anticipated demand, driven in part by what is believed to be the first ever direct cremations TV and national marketing campaign.
Catherine Powell commented: “The families we serve tell us that they feel looked after and cared for right from the initial call through to the delivery of the ashes, which, coupled with our very competitive price will continue to fuel our growth and maintain our market leading position as the country’s only completely dedicated direct cremation service.
“As well as responding to those already looking for direct cremation as an alternative we aim to increase general awareness about this new and liberating option so each family can make a truly informed choice.
“Most our clients tell us that a direct cremation was the expressed wish of their loved one, others are looking for a non-religious send-off, and a few are making a practical choice because the person had outlived most of their friends and relations.
“Interestingly the low cost is rarely the principal reason for arranging a direct cremation - of course saving thousands of pounds compared to a traditional funeral allows a family to spend their money in more positive ways such as a celebration of life, a memorial or a family holiday in honour of their loved one.
“Attitudes are changing and today’s families are looking for something more in keeping with their beliefs and relationships. If you don’t like funerals then a direct cremation frees you from the usual restricting “formula” and gives you time to decide exactly where, when and how to celebrate the life of someone special.”