Nelly's Security

What Nelly's Security does

Nelly's Security is a value-added reseller and e-commerce retailer of physical security and networking equipment, operating as a division of Rackmount Solutions. The company distributes and aggregates IP-based security cameras, network and hybrid video recorders, access control systems, intrusion alarm panels, ID card printers, PoE switches, and server rack equipment from multiple OEMs including Uniview, Hanwha Vision, ZKTeco USA, Alarm.com, 2GIG, Qolsys, Suprema, Akuvox, and PDK. It also markets three private-label lines (Guard Series, L-Series, and Nelly's-branded infrastructure accessories) and offers pre-bundled complete surveillance systems alongside installation accessories.

The go-to-market is primarily e-commerce, with the nellyssecurity.com storefront as the principal sales channel, supplemented by phone sales (855-340-9999) for quote requests and custom system design. A professional dealer program targets security installers and integrators with special pricing, custom branding, and dedicated account management through a separate Dealer Vault portal. Customers are segmented across professional installers and integrators (primary), SMB end-users, and individual consumers across the United States and Canada. Operational support includes lifetime technical support, a 60-day no-restocking-fee return policy, free ground shipping within the continental U.S., 1-3 year manufacturer warranties, and RMA processing within 1-3 business days.

The business model is transactional one-time product sales at unit-based pricing, with no disclosed recurring service revenue, subscription, or software ARR. Many SKUs carry NDAA compliance, opening access to U.S. federal and defense installation channels. Revenue is not publicly disclosed and the company is privately held as a sub-entity of Rackmount Solutions, with no venture funding history in the source material. The catalog spans more than 182 cameras, 51+ recorders, and 8 complete systems, suggesting a niche but established presence in the small-to-mid security distribution market rather than a high-growth independent platform.

Name

Nelly's Security

Legal name

Nelly's Security

Website

https://nellyssecurity.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Nelly's Security is a multi-brand e-commerce value-added reseller of physical security and networking equipment — including IP cameras, recorders, access control, alarms, ID printers, and PoE infrastructure — serving professional installers, SMBs, and consumers across the U.S. and Canada as a division of Rackmount Solutions.

Ownership category

akta.pro rank

Headquarters

HQ city

Tulsa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Nelly's Security generates revenue primarily through direct product sales of security cameras, access control systems, alarm equipment, ID management products, and networking infrastructure. The company sells products at varying price points from entry-level to enterprise-grade equipment, with revenue derived from individual product transactions and bulk orders from dealers and installers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Nelly's Security is a value-added reseller and e-commerce retailer specializing in physical security and networking equipment. The company distributes IP-based security cameras, access control systems, alarm panels, ID card printers, and network infrastructure from multiple OEM manufacturers (Uniview, Hanwha Vision, ZKTeco USA, Alarm.com, 2GIG, Qolsys, PDK, Suprema, Akuvox) under its own private-label brands (Guard Series, L-Series). Products range from accessories under $20 to enterprise NVR systems over $8,000.

Product overview

Nelly's Security is a B2B/B2C distributor and retailer specializing in physical security and surveillance equipment. The company operates as a multi-brand product aggregator rather than a single unified software platform. Their portfolio comprises five core product categories: (1) Video Surveillance including IP and HD-TVI security cameras from UNV/Uniview, Guard Series, L-Series, Hanwha Vision, Uniarch, and Alarm.com, alongside Network Video Recorders (NVR) and Hybrid Video Recorders (XVR) supporting 4 to 128 channels; (2) Access Control featuring ZKTeco USA panels, PDK controllers, Akuvox video intercoms, and Suprema biometric controllers; (3) Intrusion Alarms and Smart Home from 2GIG and Qolsys with wireless sensors, control panels, and Z-Wave devices; (4) ID Management including Evolis, SwiftPro, IDP, and Dascom card printers with HID software; and (5) Networking & Infrastructure with TP-Link and UNV PoE switches, wireless access points, server racks, and power quality equipment. The company also offers complete pre-bundled surveillance systems, installation accessories, and sells through a dealer program with custom branding options.

Differentiator

Problem solved

Functional benefit

Brands

• Guard Series: Private label brand of security cameras and NVRs
• L-Series
• Nelly's Security (Private Label)

Products and services

• UNV (Uniview) Security Cameras & Recorders IP and HD-TVI security cameras (turret, dome, bullet, PTZ, fisheye, panoramic models) with 2MP to 12MP resolutions, plus NVR and hybrid XVR recorders supporting 4 to 128 channels with intelligent video analytics and RAID support. NDAA-compliant models available.
• Guard Series Security Cameras & Recorders Private-label value-oriented security camera and recorder lineup with NDAA-compliant turret, dome, and bullet cameras offering resolutions up to 12MP.
• L-Series Security Cameras & Recorders Mid-range private-label security products featuring AI smart events, active deterrence, hybrid light technology for 24/7 color night vision, built-in microphones, and NDAA compliance.
• Hanwha Vision Security Cameras & Recorders Wisenet A-series cameras and network video recorders with 4K resolution, NDAA compliance, and professional-grade surveillance features.
• Alarm.com Products Video doorbells, commercial stream video recorders, access control panels, smart thermostats, and wireless sensors for integrated security and smart home solutions.
• ZKTeco USA Access Control Biometric and card-based access control panels including Atlas series (single, 2, 4 door controllers), C3-Pro advanced controllers, and bundles with cabinets and power supplies.
• PDK Access Control Red series access control panels and controllers including single-door, multi-door, gate controller, outdoor pedestal, and cloud-connected options with Ethernet and wireless connectivity.
• Akuvox Video Intercoms & Access Control SIP-based video door phones, indoor monitors, and access control terminals with facial recognition, Bluetooth, Wi-Fi, and Android OS options.
• Suprema Biometric Access Control CoreStation intelligent biometric door controller for high-security biometric access management.
• 2GIG Security & Smart Home Security and smart home control panels with 4G LTE cellular, wireless sensors including door/window contacts, motion detectors, glass break detectors, and Z-Wave smart home devices.
• Qolsys Security & Smart Home IQ Panel security and smart home platforms with PowerG and legacy sensor support, encrypted sensors, and LTE cellular connectivity.
• ID Card Printers & Supplies Evolis, SwiftPro, IDP, and Dascom ID card printers and laminators, plus HID Asure ID personalization software, ribbons, blank cards, and accessories for ID management systems.
• Network Switches & PoE Equipment UNV, TP-Link, and private-labeled PoE switches, network routers, access points, wireless bridges, and server rack equipment for surveillance infrastructure.
• Power Quality Equipment UPS systems (Minuteman, Tripp Lite, Enertronic), surge protectors, and power conditioning equipment for protecting surveillance equipment.
• Server Racks & Accessories Wall-mount and floor server racks from Kendall Howard, LinkedPro, and custom-branded options, plus blank panels and accessories.
• Complete Video Surveillance Systems Pre-bundled surveillance kits including cameras, NVR, and hard drive, available in 4 and 8-channel configurations with various camera types for turnkey installation.
• Professional Dealer Program Membership program for security installers and integrators offering special dealer pricing, custom branding options, and dedicated account management support.
• Installation Equipment & Accessories Camera mounts, brackets, junction boxes, cables (CAT5e, CAT6, RG59), connectors, tools, and testers for professional installation of security systems.

Quantifiable outcome

• 60-day return window with no restocking fees
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

One partnership is on record.

• Rackmount SolutionscoreStrategic or Co-development PartnerNelly's Security operates as a division of Rackmount Solutions, leveraging the parent company's expertise in IT infrastructure, data center equipment, and power solutions. This relationship provides access to broader supply chain capabilities and operational infrastructure.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ADI Global Distribution: Large established security, AV, and low-voltage distributor with deep installer relationships and broad OEM portfolio. Operates at much greater scale than Nelly's across CCTV, access control, and intrusion product lines.
• Anixter (Wesco): Global distributor of network, security, and communications infrastructure products through the Wesco acquisition. Overlaps with Nelly's networking and physical security distribution business at enterprise scale.
• ScanSource: Broadline distributor of security, AV, communication, and networking solutions serving resellers and integrators. Comparable in physical security product categories but at significantly larger scale and broader portfolio scope.

Emerging players

• B&H Photo Video: Large multi-category electronics retailer with a growing security camera and surveillance category. Not a security specialist, but competes for the same prosumer and SMB e-commerce buyer.

Direct peers

• Alarm Grid: E-commerce retailer of alarm panels (2GIG, Qolsys, Honeywell), sensors, and smart home equipment with monitoring service referrals. Direct overlap with Nelly's alarm and smart home category via shared OEM brands.
• A1 Security Cameras: E-commerce retailer specializing in multi-brand IP security cameras, NVRs, and access control with phone-based quoting and installer support. Closely mirrors Nelly's catalog aggregation model and target customer base of installers and SMBs.
• Security Camera Warehouse (SCW): Online retailer of commercial-grade surveillance equipment from Uniview, Hikvision, Dahua and others, serving installers and direct buyers. Direct competitor to Nelly's multi-brand e-commerce surveillance model.
• Lorex Technology: Private-label security camera and NVR brand selling direct-to-consumer and through retail channels. Competes head-to-head with Nelly's Guard Series and L-Series private-label camera lines on price and feature parity.
• Reolink: DTC and e-commerce security camera brand with proprietary NVRs and AI features, increasingly competing in the same SMB and prosumer segment that Nelly's serves. Comparable product overlap on IP cameras and NVRs.
• CCTV Camera World: E-commerce retailer of IP and HD-over-coax security cameras, recorders, and access control with technical support and installer-oriented sales. Direct competitor with comparable product breadth and go-to-market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/nellyssecurity
• YouTubeyoutube.com/nellyssecurity
• Facebookfacebook.com/nellyssecurity
• Instagraminstagram.com/nellys_security

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Nelly's Security