Alltrade

What Alltrade does

Alltrade is a UK-based trade-only distributor, founded in 1989 and headquartered in Hove, that supplies professional installers across the audio-visual, security, and smart-home technology categories. The company aggregates a multi-brand portfolio spanning lighting and shading (Lutron), video surveillance (Hikvision, Ajax), audio (Sonos), mounts and racks (Sanus), automation and access control (Nice, ELAN), smart-home devices (Shelly, Rithum), and connectivity hardware (Starlink), with a nationwide branch network offering next-day delivery.

Alltrade's business model is account-gated: customers must register and be approved as trade buyers, after which they can purchase at trade pricing with logistics and technical support. The company supplements distribution with certified training programs (e.g., Lutron RadioRA 3, Nice/ELAN, Hikvision, Rithum) that build installer capability and reinforce the trade-customer relationship. Marketing activity centers on brand-led promotions (NICE Open Days, SANUS mount discounts), seasonal campaigns (World Cup 2026), and channel events (CEDIA Tech + Business Summits). Operations are supported by a relatively small headcount (51-100 employees), consistent with a focused specialist distributor rather than a broad-line wholesaler.

Revenue mechanics rely on standard distribution gross margins across the product mix, with limited publicly disclosed financial detail. The company's strategic emphasis, based on observable activity, is on catalogue breadth, trade-customer enablement through training, and platform improvements (a new checkout rolled out in June 2025) rather than geographic expansion or vertical diversification beyond its core AV/security/smart-home installer base.

Name

Alltrade

Legal name

Alltrade

Website

https://alltrade.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Alltrade is a UK trade-only distributor, founded in 1989 and headquartered in Hove, supplying professional AV, security, and smart-home installers with multi-brand products, certified training, and next-day delivery via a nationwide branch network.

Ownership category

akta.pro rank

Headquarters

HQ city

Hove

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Distribution: Revenue generated from distributing a wide range of audio video, security, smart home, networking, and satellite/cable products to trade customers across the UK
2. Training Services: In-house training courses and online webinars for professional installers covering product installation, programming, and system design

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Alltrade is the UK's leading trade-only distributor specializing in audio video, security, smart home, networking, and satellite/cable products for professional installers. The company distributes products from 50+ leading brands including SANUS, Hikvision, Lutron, Nice/ELAN, Sonos, Ubiquiti, Ajax, 2N, and Televes. It also provides in-house certified training programs for major brands, technical support, and project planning tools such as a Quote Builder and configurators.

Product overview

Alltrade is the UK's N°1 trade-only distributor for audio video solutions, security, and smart home technology, serving both residential and commercial installation projects. The company operates as a multi-brand distribution platform offering an extensive portfolio across multiple product categories including smart home systems (Nice/ELAN, Lutron RadioRA 3, Shelly, HDL, Rithum), networking infrastructure (Ubiquiti, TP-Link, DrayTek, Ruijie), security and CCTV (Hikvision, Ajax, Uniview, Ubiquiti), audio distribution (Sonos, Lithe Audio, Q Acoustics, Episode), TV mounting solutions (SANUS, B-Tech, AVF Pro), satellite and TV reception equipment (Televes, Fracarro, Blake, Geosync), cable and connector solutions (Kordz, Samson, Proception), and access control/intercoms (2N, Hikvision). The product ecosystem is supported by comprehensive training programs for Lutron, Nice/ELAN, and Hikvision systems, enabling trade professionals to spec, install, and configure integrated solutions across these complementary technology categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Trade Distribution Services
• SANUS TV Wall Mounts and AV Racks
• Hikvision Security and CCTV Systems
• Nice (ELAN) Smart Home Systems
• Lutron Lighting and Shading Systems
• Sonos Multi-Room Audio Systems
• Ubiquiti Enterprise Networking Equipment
• Ajax Intruder Alarms and Security Systems
• 2N IP Access Control and Intercoms
• Shelly Smart Home Controllers and Sensors
• HDL Smart Home System Control
• Kordz Professional HDMI and CAT6 Cables
• Starlink Satellite Internet Products
• Televes Signal Reception Equipment
• Lutron RA3 and Triathlon Shades Qualification Training
• Nice Home Management (ELAN) Training
• Hikvision Shield Access Control Training
• In-House Training Courses and Online Webinars

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• CEDIAcoreGTM or Marketing PartnerAlltrade sponsors and exhibits at CEDIA Tech + Business Summits, using these events to connect with trade professionals, showcase products, and offer FREE training and support services.
• NICEcoreStrategic or Co-development PartnerNICE partners with Alltrade for distribution of their Home Management products and participates in NICE Open Days across Alltrade's branch network, offering 20% discounts on NICE products during promotional events.
• LutroncoreStrategic or Co-development PartnerAlltrade offers certified training for Lutron's RadioRA 3 and Triathlon shading systems. The training is required for qualification in RadioRA 3 and includes hands-on programming and design instruction.
• HikvisioncoreTechnology or IntegrationAlltrade distributes Hikvision security products and provides Hikvision Shield Training for Access Control solutions, covering controllers, readers, locking systems, and management software.
• SanuscoreChannel Partner/ Reseller/ DistributorSanus is a key brand partner for TV mounts and AV racks, with regular promotional campaigns including discounts on premium TV wall mounts and component AV racks.
• TelevesminorChannel Partner/ Reseller/ DistributorAlltrade distributes Televes signal reception and TV system products, featuring Televes brand refresh with new orange dot chassis technology across their product line.
• RithumminorStrategic or Co-development PartnerAlltrade offers Rithum Installer Training for their smart home switching products, providing certification for installers to deploy Rithum systems.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mayflex: UK trade distributor of AV, security, cabling, and networking products to installers. Closely comparable to Alltrade in product mix, trade-only GTM, and UK installer customer base.
• Midwich: UK-headquartered trade-only AV distributor serving professional installers and resellers across Europe. Overlaps with Alltrade on AV/display, mounting, and pro-AV brands, with a larger European footprint.
• Exertis (DCC Technology): UK division of DCC Technology distributing AV, smart home, networking, and consumer electronics to trade and retail. Comparable distribution model with broader retail exposure than Alltrade.
• ADI Global Distribution: Global trade distributor of security, AV, and low-voltage products serving professional installers. Overlaps directly with Alltrade's Hikvision/Ajax/2N security and AV mounting offering, with much larger geographic scale.
• Anixter (Wesco): Global distributor of network, security, and AV infrastructure to integrators and contractors. Comparable trade-customer profile and product overlap on networking and security.
• SnapAV (Legrand AV): Trade-only AV distribution and product brand owned by Legrand, serving residential and commercial installers in North America and expanding internationally. Directly comparable on AV mounting, networking, and smart home distribution to integrators.
• Invision UK: UK trade distributor focused on custom installation AV and smart home products for residential and commercial integrators. Closely comparable customer base, trade-only model, and product categories to Alltrade.

Regional players

• Westcoast: Largest UK independent IT distributor serving resellers with computing, networking, and consumer electronics. Partial overlap with Alltrade's networking and smart home categories; primarily serves IT resellers rather than AV/security installers.

Broad incumbents

• CPC Farnell: UK-based broadline distributor of electronic components, computing, and accessories serving engineers, education, and trade. Overlaps with Alltrade on certain electronic/cable/component categories but skewed toward components and IT.
• RS Components: Global broadline distributor of electronics, maintenance, and industrial products to engineers and trade buyers. Comparable UK trade-channel presence but with much broader industrial portfolio than Alltrade's AV/security focus.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/alltrade_ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Alltrade