What Humax does

Humax Direct Ltd is a privately held UK consumer electronics company (Company number 6442258) registered in Brentford, London, that operates the humaxdirect.co.uk direct-to-consumer e-commerce storefront. The company sells two distinct product categories: subscription-free TV set-top boxes (including the AuraEZ 4K Freely Recorder, Aura 4K Android TV Recorder, A1 4K Android TV Streaming Box, and refurbished units) and V2G-ready smart EV home chargers (the MX7 socket and tethered versions and the EQ7 tethered charger) with optional professional installation starting at £450 via the Charged EV partner network. Its products integrate with Google Android TV, Freeview Play, Freesat, YouView, and the Freely streaming platform on the TV side, and with solar PV systems, smart energy tariffs, and the Rightcharge fleet payment platform on the EV side.

The business model is overwhelmingly transactional and hardware-led: one-time hardware sales across both categories supplemented by accessory sales (remotes, smart plugs, CT clamps, RFID cards, charging cables, decorative panels) and EV charger installation services. Distribution is direct via humaxdirect.co.uk and Amazon, with delivery restricted to the United Kingdom. Customer segments are horizontal: UK consumer households seeking alternatives to paid TV subscriptions, UK EV owners seeking smart home charging, and—via the 2026 Rightcharge partnership—UK corporate fleet operators needing automated settlement for home charging of company vehicles. The AuraEZ 4K Freely Recorder (launched February 2026, priced from £249) is positioned as a first-mover product combining live TV recording with Freely's 60+ free streaming channels, while the MX7 and EQ7 chargers target the UK's OZEV-eligible EV home charging market with ISO 15118-compliant vehicle identification and future Vehicle-to-Grid capability.

The company is led by CEO Tae Hun Kim and has a disclosed headcount of 1–10 employees, consistent with a lean UK trading subsidiary structure rather than a vertically integrated manufacturer. Recent strategic activity has shifted the company from a single-category set-top box retailer toward a dual-category consumer electronics and EV infrastructure business, with forward plans to extend the B2B fleet solution from the UK into Europe.

Name

Humax

Legal name

Humax Direct Ltd

Website

https://humaxdirect.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Audio and Video Equipment Manufacturing (3343), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Household Audio & Video Equipment (3651), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Home Energy & EV Charging (HEMS, Smart Meters, Batteries, Chargers) (HSAPAQAF)

akta.pro secondary industries

Bidirectional Charging Hardware (Onboard/Offboard Chargers, Inverters, EVSE) (EUAFAMAC), E-Mobility Chargers & Charging Docks (Consumer) (CRACASAJ)

Keywords

• TV set-top boxes
• EV home chargers
• Freeview recorders
• Android TV boxes
• V2G charging equipment

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Hardware Sales - Set-Top Boxes: One-time sale of TV set-top boxes including AuraEZ 4K Freely Recorder, Aura 4K Android TV Recorder, A1 4K Android TV Streaming Box, and certified refurbished models. Revenue from initial hardware purchase.
2. Hardware Sales - EV Chargers: One-time sale of MX7 and EQ7 EV chargers available in socket and tethered versions. Prices range from £449 to £1,169 depending on model and configuration.
3. Professional Installation Services: Installation services for EV chargers starting at £450, including standard installation with up to 10m cabling, testing, commissioning, and handover. Provided through nationwide network of 100+ City & Guilds qualified engineers.
4. Accessories and Spare Parts: Sales of remote controls, power adapters, Wi-Fi smart plugs, EV charging cables, cable holsters, storage bags, CT clamps, RFID cards, and decorative panels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Humax designs, manufactures, and sells subscription-free TV set-top boxes (AuraEZ 4K Freely Recorder, Aura 4K Android TV Recorder, A1 4K Streaming Box) with Freeview Play, Freesat, Freely, and YouView integration, alongside V2G-ready smart EV home chargers (MX7 and EQ7 series) supporting ISO 15118 protocol, vehicle identification, Auto Solar surplus charging, and app-based tariff management. The company also offers professional EV charger installation services through a nationwide partner network and sells related accessories including smart plugs, remotes, RFID cards, and EV charging cables.

Product overview

Humax operates as a dual-category consumer electronics company offering two distinct product lines: (1) TV Boxes & Recording Devices and (2) EV Home Charging Solutions. The TV portfolio includes the AuraEZ 4K Freely Recorder (combining live TV recording with Freely streaming), Aura 4K Android TV Recorder (with Freeview Play and Android TV), and A1 4K Android TV Streaming Box—positioned as subscription-free alternatives to Sky and Virgin Media. The EV charging line features the MX7 (V2G-ready with socket and tethered variants) and EQ7 smart chargers, targeting UK EV owners with home charging, solar integration, and fleet management solutions. Both product lines are sold through Humax Direct UK with professional installation services for EV products.

Differentiator

Problem solved

Functional benefit

Brands

• Aura: 4K Android TV Recorder and set-top box product line featuring Freeview Play, HDR10+, and Android TV OS integration.
• AuraEZ
• MX7
• EQ7

Products and services

• Humax AuraEZ 4K Freely Recorder A 4K UHD set-top box combining live TV recording with Freely internet-based streaming from multiple UK broadcasters. Features 2TB storage for up to 1,000 hours of recorded TV, 4K HDR support, Dolby Digital Plus sound, and ability to record 4 channels while watching a 5th. Targets UK consumers seeking subscription-free alternatives to Sky Q and Virgin Media.
• Humax Aura 4K Android TV Recorder

Quantifiable outcome

• Up to 1,000 hours of TV recordings on 2TB hard drive
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• RightchargecoreStrategic or Co-development Partner · 30 April 2026Humax partnered with U.K. electric vehicle payment platform Rightcharge to launch an integrated EV charging solution for the corporate B2B fleet market. The solution uses PLC technology based on ISO 15118 to automatically distinguish and settle charging expenses for company cars versus personal vehicles when employees charge at home. Humax plans to expand from the U.K. into the European fleet market based on this integrated structure.
• Charged EVcoreImplementation/ SI/ Consulting PartnerCharged EV serves as the UK's leading EV charging installation partner for Humax, providing nationwide professional installation services with 100+ City & Guilds qualified engineers and 100+ licensed subcontractors. Installation includes up to 10m cabling, testing, commissioning, and full handover with OZEV grant application support.
• Google (Android TV)coreTechnology or IntegrationHumax Aura 4K Android TV Recorder and A1 4K Streaming Box are powered by Android TV OS, providing access to Google Play Store, Google Assistant voice control, and Chromecast built-in functionality.
• FreelycoreTechnology or IntegrationHumax AuraEZ 4K Recorder is the first 4K TV recorder with Freely streaming built in, combining live TV recording with internet-based streaming from multiple UK broadcasters offering over 60 free live channels.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pod Point: UK-focused home and workplace EV charger provider offering 7kW smart chargers with solar integration and a dedicated app. Direct competitor to Humax MX7 and EQ7 in the British home charging market with a much larger installed base and EDF backing.
• Easee: Norwegian-headquartered smart EV charger maker with strong UK distribution through installers and utilities. Competes on design, load balancing and app experience against Humax's MX7 and EQ7 lines.
• Andersen EV: UK premium home EV charger brand with concealed cable design and A2 tariff-integrated chargers. Competes for design-conscious and feature-focused UK EV owners shopping alongside Humax's MX7.
• Wallbox: Global EV charging hardware company offering Pulsar Plus and Commander 2 smart chargers for home and semi-public use. Overlaps with Humax on smart features, solar integration and bidirectional roadmap positioning.
• Manhattan TV: UK Freeview Play and Freesat set-top box competitor selling 4K recorders and streaming boxes into the same retail channels as Humax, directly contesting the Aura and AuraEZ lines.
• Indra Renewable Technologies: UK-designed smart EV chargers with bidirectional V2G-ready hardware, targeting residential and fleet customers. Most direct technical peer to Humax's V2G-ready MX7 proposition.
• EO Charging: UK-based EV charging manufacturer and installer serving residential, fleet and commercial customers. Direct overlap with Humax on home charger hardware and the UK fleet opportunity that Rightcharge also targets.
• Ohme: UK home EV charger vendor selling smart chargers with dynamic tariff optimisation and app control, competing head-to-head with Humax on off-peak scheduling and solar surplus features for cost-conscious EV owners.

Broad incumbents

• Sky: UK pay-TV incumbent whose Sky Q and broader subscription bundle is the primary competitor that Humax's Freely-based AuraEZ positions against as a subscription-free alternative.
• Roku: Global streaming device and smart TV platform selling Roku streaming sticks and TVs. Competes with Humax's Aura and A1 boxes on the subscription-free/aggregated streaming side of the business.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HumaxUK

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Humax