What Ellard does

Ellard is a UK-based B2B supplier of motors, electronic control systems, and accessories used to automate industrial doors, garage doors, roller shutters, fire doors, sectional doors, and window blinds. Founded in 1957 and headquartered in Manchester, the company is the self-described largest UK supplier in its category, operating three core product divisions: Industrial Door Solutions (including the JM Motor Range spanning 15Nm to 825.4Nm, fire control panels, solenoids, and industrial control panels such as GENESIS, DC2, and EASYFIT), Garage Door Solutions (ED/GR tube motors from 40Nm to 150Nm, the E-GDO-1000 sectional/up-and-over operator with SmartGDO app control, and TVNRG/SIMPLE control panels), and Blinds Solutions (32/40/45/50SERIES tubular motors, 24SERIES Roman/Venetian/pleated motors, and the Home Hub with Shade Connector app supporting Alexa, Google Assistant, Siri, IFTTT, and Control4 integration). Underlying technology is electromechanical — tubular motors, control panels with safety-edge and photocell integration, and radio-frequency accessories — augmented by a connectivity layer via the Home Hub and dedicated iOS/Android apps.

The business model is wholesale trade supply: Ellard sells exclusively to professional installers and trade customers, not to end consumers, via a field-sales model with regional Account Managers and quote-based pricing. Revenue streams are hardware-dominant (motors, controls, accessories) with technical-support services providing a secondary layer. Customer segments are horizontal within the trade: industrial door installers/manufacturers, garage door installers, and blind manufacturers/integrators. Ellard is a wholly-owned subsidiary of Stockholm-listed Indutrade AB, joined in 2021, and holds ISO 9001:2015 and ISO 14001:2015 certifications with a stated 2030 Net Zero (scopes 1 and 2) target. The company employs 51–100 staff at its Manchester head office, claims the UK's largest technical support team in its category, and markets primarily through LinkedIn, Facebook, YouTube, Instagram, a blog, and annual industry events such as its Charity Golf Day.

Name

Ellard

Legal name

Ellard Limited

Website

https://ellard.co.uk

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

51–100 employees

Short description

Ellard is a UK-based B2B supplier — self-described as the country's largest — of motors, control systems, and accessories that automate industrial doors, garage doors, roller shutters, fire doors, and blinds, selling exclusively to professional trade installers via field sales. A subsidiary of Sweden's Indutrade AB since 2021.

Ownership category

akta.pro rank

Product category

Industrial Door and Blind Automation Equipment

NAICS

Engine, Turbine, and Power Transmission Equipment Manufacturing (3336), Other General Purpose Machinery Manufacturing (3339)

SIC

Motors & Generators (3621), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Smart Garage Door & Gate Controllers Retail (CRAIAMAK)

akta.pro secondary industries

Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles) (CRAIADAJ), Garage Door Sensor, Keypad & Remote Repair/Programming (HSAGAMAG), Garage Door Hardware & Safety Component Replacement (Brackets, Bearings, Pulleys) (HSAGAMAJ)

Keywords

• Industrial door motors
• Garage door automation
• Blind automation systems
• Tubular motor drives
• Control panel systems

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Motors and Drives: Sale of electric motors for industrial doors, garage doors, roller shutters, fire doors, sectional doors, and blinds. The product portfolio includes tubular/tube motors ranging from compact 15Nm units to heavy-duty 825Nm industrial operators, sold primarily to installers and trade customers.
2. Control Systems and Panels: Sale of control panels (industrial and garage door), fire control panels, and associated electronic control systems that manage motor operation, safety inputs, and connectivity.
3. Accessories and Components: Sale of accessories including hand transmitters, wall transmitters, keypads, safety edges, solar panels, adaptors, limit encoders, movement sensors, key switches, and traffic signals. These are sold alongside motors and controls to complete automation solutions.
4. Technical Support and Aftercare Services: Technical support services provided to customers for product queries, installation guidance, and troubleshooting. The company employs the largest technical support team in the UK for this purpose.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Ellard supplies electric motors, electronic control systems, and accessories for automating industrial doors, garage doors, roller shutters, fire doors, sectional doors, and window blinds. The product portfolio includes tubular motors from compact 15Nm units to heavy-duty 825Nm industrial operators, control panels, fire control panels, safety brakes, hand/wall transmitters, keypads, safety edges, and smart home hub controllers. Products are sold primarily to professional installers and trade customers across the UK.

Product overview

Ellard is the UK's largest supplier of drives and controls for automating industrial doors, garage doors, blinds, awnings, and gates, operating for over 67 years. The company's product portfolio comprises three core segments: Industrial Door Solutions (featuring the JM Motor Range from compact JM150 fire shutter motors to heavy-duty JM4000 industrial operators at 825.4Nm torque, plus fire control panels, solenoids, and industrial control panels including GENESIS, DC2, and EASYFIT); Garage Door Solutions (encompassing ED/GR tube motors from 40Nm to 150Nm for roller doors, the E-GDO-1000 operator for sectional/up-and-over doors with SmartGDO app control, plus SIMPLE and TVNRG control panels, safety edges, and remote/keypad accessories); and Blinds Solutions (comprising 32/40/45/50SERIES roller blind motors in battery, external battery, and hardwired variants, 24SERIES motors for Roman/Venetian/Pleated blinds, the Home Hub with Shade Connector app for smart home integration with Alexa/Google Assistant/Siri/IFTTT/Control4, hand/wall transmitters, and solar panels). All segments are supported by the UK's largest technical support team with over 100 years of combined experience.

Differentiator

Problem solved

Functional benefit

Brands

• Ellard Blinds: Sub-brand for electric blind motors and automation solutions including roller, Venetian, pleated and Roman blinds
• Ellard Garage Doors
• Smart Hub

Products and services

• JM Motor Range
• FCP-03 Fire Control Panel Advanced fire door control panel that automatically closes doors upon fire signal activation, provides audio/visual warnings, integrates with smoke/heat detectors, and supports repeater panel functionality.
• E-GDO-1000 Garage Door Operator
• ED and GR Series Tube Motors for Roller Garage Doors Tubular motors for roller garage door automation available in ED (5-year warranty) and GR (2-year warranty) ranges with torque options from 40Nm to 150Nm, various RPM speeds, and manual override options for power failure situations.
• Roller Blind Motors (32/40/45/50 Series) Electric tubular motors for roller blind automation available in multiple series (32, 40, 45, 50) with various power options (battery-powered, external battery, hardwired), electronic or mechanical limits, and tube sizes from 32mm to 55mm for home and commercial settings.
• 24SERIES Blind Motor for Roman, Venetian, and Pleated Blinds Motor for automating Roman, Venetian, and pleated blinds, available in single shaft (BM24.1035) and double shaft (BM24.2035) variants with 24mm diameter, endless electronic limits, and built-in receiver.
• Home Hub (Luxury and Mini Variants) Smart home automation hub (Luxury and Mini variants) that connects to Wi-Fi for smartphone control of blinds via the Shade Connector app, with voice control compatibility (Alexa, Google Assistant, Siri, IFTTT), scene setting, and timer functionality.
• Shade Connector App Free smartphone application for controlling motorised blinds through the Home Hub, enabling operation from anywhere, scene management, battery monitoring, and timer scheduling.
• SmartGDO App Smartphone application for E-GDO-1000 garage door operator, enabling remote control, settings adjustment, and security management via iOS and Android devices.
• Industrial Control Panels (PROMAX, GENESIS, DC2, EASYFIT) Control panels for industrial door automation including PROMAX, GENESIS, DC2, and EASYFIT units with various features for tubular motor control, safety brake connections, and transmitter compatibility.
• TVNRG Control Panel Roller garage door controller with wired or wireless safety edge connections, internal limit setting, safety edge exclusion for uneven floors, LED light, optional bidirectional control for door status indication, and holiday mode.
• SIMPLE Control Panel Entry-level radio controller for roller garage doors with wired safety edge option, selectable impulse/deadman control, auto time close, and safety edge deactivation for uneven floors.
• Garage Door Remote Controls and Accessories Hand transmitters, wall transmitters, and keypads for garage door control, including TVMIO (aluminium and plastic finishes), TVTXP (2/4-channel), ASK wall transmitter (bidirectional with door status display), and wireless keypads with 5-digit PIN.
• Safety Edge System for Garage Doors Modular safety edge system for garage doors available in wired or wireless configurations, with resistive or optical technology, curly cable/junction box or bottom slat transmitter options, and optional alarm functionality.
• Hand Transmitters for Blind Control Bidirectional hand transmitters for blind control available in 1-channel and 15-channel configurations, featuring digital display, premium metal casing options, and bespoke branding for orders over 200 units.
• SOLUX Wall Transmitter 15-channel wall-mounted transmitter with magnetic bracket, digital display, and white finish for fixed blind control points.
• Solar Panel for Battery-Powered Blind Motors Solar-powered charging panel (405mm x 54mm) for battery-powered blind motors to reduce energy costs and maintain automation operation.
• PP Series Solenoids Range of solenoid configurations for fire door operation including PP100 (Manual Reset), PP200 (Auto Reset), PP300 (Mechanical Release), PP400N (Manual Reset & Fusible Link), PP400-AP2 (Auto Reset & Fusible Link), and PP500 (Quartzoid Bulb System).

Quantifiable outcome

• 5-year warranty on ED and DP industrial tube motor series
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature7 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Record (UK): UK-based manufacturer of automatic door systems for pedestrian and industrial applications, owned by ASSA ABLOY. Closest domestic UK peer for industrial door automation, directly competing in the same trade installer channel.
• Somfy: French global leader in motorized blinds, awnings, curtains, and rolling shutters with the broadest smart home integration footprint in the industry. Directly comparable to Ellard's blinds, roller shutter, and smart home hub product lines, and the primary global competitor in tubular motor technology.
• Chamberlain Group: US-based global leader in garage door openers (LiftMaster, Chamberlain, Merlin brands) and access solutions with the myQ smart platform. Directly comparable to Ellard's garage door motor and control business, and significantly larger with consumer brand recognition.
• Nice Group: Italian home automation specialist producing motors and control systems for gates, garage doors, blinds, and awnings. Directly comparable to Ellard's full product range across industrial doors, garage doors, and shading, with overlapping smart home integration capabilities.
• CAME: Italian manufacturer of automation systems for gates, garage doors, industrial doors, and parking systems with global distribution. Directly comparable to Ellard's industrial and garage door motor portfolio, particularly in the European commercial automation segment.
• Marantec: German family-owned specialist in garage door operators, industrial door drives, and bi-directional radio control systems. Directly comparable to Ellard's ED/GR tube motor range for roller garage doors and industrial operator product lines.
• Beninca: Italian manufacturer of automation systems for gates, garage doors, and industrial doors with extensive control panel and accessory portfolio. Directly comparable to Ellard's motor and control panel range, particularly the GENESIS/DC2/EASYFIT type industrial panels.
• Tousek: Austrian specialist in automatic sliding, swing, and garage door operators with a focus on European trade installer channels. Comparable to Ellard's industrial door automation range and overlapping European distribution footprint.

Broad incumbents

• ASSA ABLOY: Swedish-listed global leader in door hardware, access control, and door automation with thousands of brands including Record. A broad incumbent with overlapping industrial and commercial door automation capabilities, but operating across a vastly wider portfolio than Ellard's specialist focus.
• GEZE: German family-owned manufacturer of door, window, and safety technology for buildings including automatic door systems, smoke and heat exhaust ventilation, and access control. A broader incumbent whose industrial and automatic door product lines overlap with Ellard's industrial door automation range.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCOfIzMGwjWsWuNHu34SK2Aw
• Facebookfacebook.com/ellarduk
• LinkedInlinkedin.com/company/ellard-limited
• Instagraminstagram.com/ellarduk

Compliance2 records

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 Ellard