Door Entry Direct

What Door Entry Direct does

Door Entry Direct is a UK-based specialist distributor and manufacturer of door entry, access control, gate automation, CCTV, and home automation equipment, operating from a single headquarters and trade counter at Unit 1, AMC Business Park, 12 Cumberland Avenue in North West London. The company distributes third-party brands including Comelit, PAC, Bticino, Fermax, Aiphone, and Videx, while also manufacturing its own SRS-branded vandal-resistant door entry panels using BS316 stainless steel combined with Bticino Robur electronics. Its product portfolio centers on SRS Villa Kits in 4-wire, 2-wire, wireless Wi-Fi, and IP configurations, complemented by panels, handsets/monitors, access control readers and controllers, electric strikes and maglocks, gate automation, CCTV, and a growing home automation line that integrates with the Tuya smart home platform.

The business operates a hybrid go-to-market combining an e-commerce storefront at doorentrydirect.com, phone-based sales (0208 621 6210), a physical trade counter, and a registered trade account program with credit facilities, monthly billing for approved accounts, and dedicated named support teams. Revenue is generated primarily through one-time hardware sales at both retail and discounted trade pricing tiers, with free courier delivery on UK orders above £50 + VAT and next-working-day delivery via DPD/DHL as standard (excluding Highlands, Islands, and Northern Ireland). The company supports installers with a 5,900+ piece technical documentation library and differentiated services such as PanelMATCH free logo engraving on panels and a Braille application service, and reports a 4.8 Trustpilot score. It is privately held as Door Entry Direct Ltd, with no disclosed funding, parent company, leadership team, or financial history in source materials.

Name

Door Entry Direct

Legal name

Door Entry Direct Ltd

Website

https://doorentrydirect.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Door Entry Direct is a UK specialist distributor and manufacturer of door entry, access control, CCTV, gate automation, and home automation products, serving trade installers and retail customers through e-commerce, phone sales, and a North West London trade counter.

Ownership category

akta.pro rank

Product category

Security and Access Control Equipment

NAICS

Hardware Retailers (44414)

SIC

Retail-Auto & Home Supply Stores (5531), Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Alarm Systems & Monitoring Kits Retail (CRAIAMAG)

akta.pro secondary industries

Architectural Hardware & Door Controls (Hinges, Locks, Closers, Panic Devices) (IMADAIAI), Gate Automation, Access Control & Operator Repair (HSAIAJAD), Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles) (CRAIADAJ)

Keywords

• Door entry systems
• Access control equipment
• Gate automation products
• CCTV surveillance systems
• Home automation devices

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: Revenue generated from sale of door entry systems, access control equipment, locking mechanisms, gate automation, CCTV, and home automation products. Products include kits, panels, power supplies, controllers, and accessories. They offer both trade pricing (with account) and retail pricing.
2. Trade Account Sales: B2B sales to registered trade customers with dedicated pricing, credit facilities, and account management services.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Door Entry Direct distributes and manufactures door entry, access control, gate automation, CCTV, and home automation hardware in the UK. The company sells branded kits, panels, handsets, monitors, electric locks, maglocks, controllers, and accessories from third-party brands (Comelit, Bticino, PAC, Fermax, Aiphone, Videx) alongside its own SRS-branded vandal-resistant panels and kits. Customers include trade installers/contractors with company accounts and retail buyers, served via e-commerce, phone sales, and a physical trade counter in North West London.

Product overview

Door Entry Direct is a UK-based distributor and manufacturer of door entry, access control, and security systems. The product portfolio centers on SRS Villa Kits as the primary bundled solution, complemented by individual door entry panels, phone receivers, access control readers/controllers, electric locking solutions (strikes and maglocks), gate automation equipment, CCTV systems, and home automation devices. The company also manufactures vandal-resistant door entry panels using Bticino electronics with free laser engraving (PanelMATCH service). Products are organized across eight main categories: Door Entry (kits, panels, receivers, power supplies, POE switches), Access Control, Locking, Exit Control, Gate Automation, Home Automation, CCTV, and Accessories. The company positions itself as both a distributor of multi-brand products (Comelit, Fermax, Bticino, Aiphone, PAC, Videx, and others) and a manufacturer of bespoke panels.

Differentiator

Problem solved

Functional benefit

Brands

• Door Entry Direct: Primary trading brand for door entry systems, access control, CCTV, gate automation, and home automation products in the UK.

Products and services

• SRS Villa Kits Complete door entry kit solutions combining entrance panels, video monitors, and access control modules. Available in 4-wire, 2-wire, wireless Wi-Fi, and IP configurations with options for proximity access and facial recognition. Sold to trade installers and retail buyers.
• Door Entry Panels Entrance panels for audio and video door entry systems, available in vandal-resistant stainless steel, with options for buttons, keypads, proximity readers, and digital call displays.
• Door Entry Phone Receivers Indoor handsets and video monitors for door entry systems, including audio handsets, video monitors with 7-inch displays, and hands-free Wi-Fi enabled units.
• Access Control Systems Complete access control solutions including card/proximity kits, standalone keypads, readers, controllers, and wireless radio transmitters/receivers for managing building access.
• Electric Strikes and Maglocks Electrified locking solutions including mortise and rim electric strikes, internal and external electric locks, direct pull and shearmag magnetic locks, solenoid locks, and hook bolts.
• Gate Automation Gate and barrier automation equipment including motors, operators, barriers, bollards, battery backup systems, photocells, transmitters, and flashing lights.
• CCTV Systems CCTV cameras, mounts, power supplies, monitors, NVR/DVR recorders, network switches, and accessories for video surveillance installations.
• Home Automation Smart home integration products including Wi-Fi cameras, video doorbells, sensors, automation modules, and mobile app control for residential security and access management.
• Exit Control Devices Exit control equipment including break glass switches, door closers and operators, egress buttons, fire brigade switches, interlock controllers, key switches, and panic bars.
• PoE Switches Power over Ethernet switches for door entry and CCTV systems, including the SRS Gigabit AI PoE Switch range with intelligent power management.
• Bticino Vandal Resistant Panels BS316 marine-grade stainless steel vandal-resistant door entry panels manufactured in-house using Bticino Robur range electronics, available with up to 16 buttons, keypads, and proximity cutouts.
• PanelMATCH Custom Engraving Service Free logo engraving service for door entry panels, allowing installers and businesses to customize entrance panels with company branding.

Quantifiable outcome

• 4.8 Trustpilot score for customer service

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature8 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• Hikvision: Global manufacturer of CCTV and security products with significant UK presence. While primarily a CCTV brand sold through Door Entry Direct, Hikvision's broad security ecosystem and direct installer programs compete for security product wallet share.

Broad incumbents

• Aiphone: Japanese manufacturer of intercom and door entry systems with established UK distribution. Aiphone is a key brand partner for Door Entry Direct and operates its own direct sales channels that compete for the same installer relationships.
• Fermax: Spanish manufacturer of audio and video door entry systems. Fermax is a key brand partner for Door Entry Direct, and its global expansion and direct-to-installer digital channels represent both a supply source and competitive threat.
• Comelit Group: Italian manufacturer of door entry, video intercom, access control, and home automation systems. Comelit is one of Door Entry Direct's key brand partners, and its UK direct sales and distribution strategy directly impacts the distributor's volume and margin.
• ADI Global Distribution: Global distributor of low-voltage security, AV, and fire products with UK operations. ADI competes in the same channels with a much broader product portfolio and stronger purchasing power, positioning as a broad incumbent alternative to Door Entry Direct.
• Videx: UK-based door entry and access control manufacturer. Videx is a key brand partner for Door Entry Direct and competes with it where they both supply UK installers, particularly in the vandal-resistant panel segment.

Direct peers

• CIE-Group: UK-based specialist distributor of door entry, access control, and intercom systems. CIE-Group serves a similar installer and security contractor customer base with overlapping product categories (audio/video door entry, access control, CCTV).
• Norbain: UK distributor of electronic security products including CCTV, access control, and intruder detection. Norbain serves the same trade installer channel with comparable product breadth and a similar distributor-led go-to-market model.
• Gardiner Security: UK security products distributor supplying door entry, access control, CCTV, and locking products to installers and trade customers. Comparable specialist distributor model with overlapping catalog categories and trade counter operation.

Emerging players

• Ring (Amazon): Consumer smart doorbell and home security brand owned by Amazon. Ring represents a mass-market, lower-priced smart entry alternative that competes with Door Entry Direct's residential home automation and consumer category offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/doorentrydirect
• YouTubeyoutube.com/user/doorentrydirect
• Facebookfacebook.com/DoorEntryDirect
• LinkedInlinkedin.com/company/2695916

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 Door Entry Direct