Sure-Loc
Sure-Loc is a US residential door and bath hardware manufacturer, founded 2002, selling directly to homeowners and builders via e-commerce under three brands (Sure-Loc, Sure-Loc Modern, Ridgecrest) and operating as a subsidiary of ASSA ABLOY.
- Company typePrivate
- Founded2002
- HeadquartersSalt Lake City, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sure-Loc does
Sure-Loc Hardware LLC is a US-based designer and supplier of residential door hardware, bath hardware, and related home accessories, founded in 2002 and headquartered in Salt Lake City, Utah. The company operates three distinct brands — Sure-Loc (affordable contemporary style), Sure-Loc Modern (elevated designs with 45-degree turn radius and all-metal construction), and Ridgecrest (premium solid-forged brass with split-spindle latches) — covering the value, mid, and premium tiers of the residential hardware market. The product portfolio spans levers, knobs, handlesets, deadbolts (mechanical, electronic keypad, and Z-Wave Plus smart variants), barn door hardware, long door pulls, commercial hardware (panic exit devices, door closers), bath collections, curtain rods, shower glass hardware, and home accessories.
The business operates a direct-to-consumer e-commerce model through surelochardware.com, supplemented by builder/contractor referral channels via Houzz and organic social channels (Instagram, Facebook, Pinterest, YouTube). Two distribution centers — Salt Lake City, UT and Bentonville, AR — provide 24-hour shipping fulfillment across the United States. Keying services (keyed alike, construction, and master-keying) are offered as a value-added capability for builder and homeowner customers.
Sure-Loc is a wholly owned subsidiary of ASSA ABLOY, a global access solutions conglomerate; corporate governance, cookie/privacy infrastructure, and shared resources flow through ASSA ABLOY. Pricing is not publicly disclosed and is generally quote-based, with bulk/commercial pricing handled via direct contact. The organization is small (1-10 employees per firmographic data), reflecting a lean operating model that leverages ASSA ABLOY's broader corporate back-office for scale.
Sure-Loc firmographics
Firmographics- Name
- Sure-Loc
- Legal name
- Sure-Loc Hardware LLC
- Website
- https://surelochardware.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sure-Loc is a US residential door and bath hardware manufacturer, founded 2002, selling directly to homeowners and builders via e-commerce under three brands (Sure-Loc, Sure-Loc Modern, Ridgecrest) and operating as a subsidiary of ASSA ABLOY.
- Ownership category
- akta.pro rank
Sure-Loc industry classification
Industry- Product category
- Residential Door Hardware
- NAICS
- Hardware Retailers (44414)
- SIC
- Cutlery, Handtools & General Hardware (3420)
- akta.pro primary industry
- Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles) (CRAIADAJ)
- akta.pro secondary industry
- Kitchen & Bath Accessories & Hardware (Pulls, Hinges, Organizers) Retail (CRAIAFAI)
Keywords
Where Sure-Loc is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Sure-Loc business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Product Sales: Sure-Loc generates revenue through the sale of door hardware (levers, knobs, handlesets, deadbolts, barn door hardware, commercial hardware), bath hardware (collections, curtain rods, shower glass hardware), and accessories. Products are sold directly through their e-commerce website with 24-hour shipping from distribution centers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Direct consumer pricing through e-commerce |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Sure-Loc product offering
Product offeringCore offering
Sure-Loc designs, manufactures, and sells residential door hardware, bath hardware, and home accessories under three brand lines (Sure-Loc, Sure-Loc Modern, and Ridgecrest). The company offers levers, knobs, handlesets, deadbolts, barn door hardware, long door pulls, commercial hardware, bath collections, and accessories through direct-to-consumer e-commerce with 24-hour shipping from U.S. distribution centers.
Product overview
Sure-Loc is a door and bath hardware manufacturer founded in 2002, operating under the ASSA ABLOY group. The company offers three branded product lines: Sure-Loc (affordable contemporary style), Sure-Loc Modern (elevated designs with 45-degree turn radius), and Ridgecrest (premium solid forged brass with split spindle latches). The product portfolio spans door hardware including levers, knobs, handlesets, deadbolts, barn door systems, long door pulls, and commercial hardware; bath hardware featuring multiple series collections, shower glass hardware, and curtain rods; and accessories such as house numbers, door stops, handrail brackets, closet hardware, and kick plates. The company ships from distribution centers in Salt Lake City, Utah and Bentonville, Arkansas with 24-hour order fulfillment and offers keying services including keyed alike, construction, and master-keying.
Differentiator
Problem solved
Functional benefit
Brands
- Sure-Loc: The main brand offering affordable style door hardware with contemporary designs that complement today's popular home building trends while maintaining affordability for budget-conscious homeowners and builders.
- Sure-Loc Modern
- Ridgecrest
Products and services
- Levers
- Knobs
- Handlesets
- Deadbolts
- Barn Door Hardware
- Long Door Pulls
- Commercial Hardware
- Bath Hardware
- Accessories
- Touch Screen Deadbolt with Z-Wave Plus
- Keying Services
Quantifiable outcome
- 24-hour shipping on orders
Companies that use Sure-Loc
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
Sure-Loc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Sure-Loc partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ASSA ABLOYparent companyASSA ABLOY is the parent company of Sure-Loc Hardware LLC. All rights reserved by ASSA ABLOY. The cookie policy and privacy center are managed through ASSA ABLOY's privacy.assaabloydss.com platform.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Sure-Loc competitors and assessment
Company assessmentBroad incumbents
- Yale Home: Yale (ASSA ABLOY) is the group's premium residential smart lock brand. Directly comparable to Sure-Loc's Z-Wave Plus and electronic deadbolt lines, with stronger smart-home ecosystem credentials.
- Allegion: Allegion is a major access solutions conglomerate housing Schlage, Von Duprin, and other mechanical and electronic hardware brands — a broad incumbent with product, channel, and capital scale far exceeding Sure-Loc's.
Emerging players
- August Home: August Home (ASSA ABLOY) specializes in retrofit smart locks and connected home access. Comparable to Sure-Loc's electronic deadbolt category, competing for the smart-home replacement dollar.
Direct peers
- Amerock: Amerock (a hardware brand within the ASSA ABLOY family history) sells cabinet and decorative bath hardware with breadth similar to Sure-Loc's bath hardware collections and accessories line.
- Tell Manufacturing: Tell Manufacturing is a US-based mid-tier manufacturer of residential and light commercial door hardware with comparable product breadth (knobs, levers, deadbolts). Operates as a direct competitor to Sure-Loc's value and Modern brands.
- Kwikset: Kwikset (Spectrum Brands) is a top US residential lock and hardware brand with deep builder relationships and SmartKey re-keying technology. Competes head-to-head with Sure-Loc across price tiers and replacement/builder channels.
- Schlage: Schlage (Allegion) is the leading US residential lockset and deadbolt brand sold through big-box retail and builder channels. Same product categories (knobs, levers, handlesets, deadbolts, electronic locks) and same end customers as Sure-Loc, making it the most directly comparable competitor in the residential door hardware market.
- Baldwin Hardware: Baldwin (within the same ASSA ABLOY family historically, now part of broader portfolio) sells premium residential door hardware with solid forged construction. Mirrors the Ridgecrest premium positioning and craftsmanship angle of Sure-Loc's top brand.
- Emtek: Emtek (ASSET, parenthood overlapping with ASSA ABLOY ecosystem) is a premium residential lock and cabinet hardware brand with extensive customization finishes. Competes directly with Ridgecrest for the high-end homeowner segment Sure-Loc targets.
- Weiser Lock: Weiser (ASSET) produces residential door hardware with a mid-tier/value focus similar to the core Sure-Loc brand. Comparable builder and DIY distribution model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Sure-Loc social profiles
Digital presenceSure-Loc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sure-Loc leadership team
Management profileNumber of profiles
Sure-Loc funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sure-Loc M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sure-Loc
What does Sure-Loc do?
Sure-Loc designs, manufactures, and sells residential door hardware, bath hardware, and home accessories under three brand lines (Sure-Loc, Sure-Loc Modern, and Ridgecrest). The company offers levers, knobs, handlesets, deadbolts, barn door hardware, long door pulls, commercial hardware, bath collections, and accessories through direct-to-consumer e-commerce with 24-hour shipping from U.S. distribution centers.
Is Sure-Loc a public or private company?
Sure-Loc is a private company. It is classified as corporate owned and is currently operating.
When was Sure-Loc founded?
Sure-Loc was founded in 2002. It employs 1 to 10 people.
Where is Sure-Loc based?
Sure-Loc is headquartered in Salt Lake City, United States, in the North America region.
How does Sure-Loc make money?
One revenue line is on record: hardware Product Sales.
Who are Sure-Loc's main competitors?
Broad incumbents on record are Yale Home and Allegion. August Home is listed as an emerging player. Direct peers are Amerock, Tell Manufacturing, Kwikset, Schlage, Baldwin Hardware, Emtek and Weiser Lock.
Does Sure-Loc have an API?
No public API is recorded for Sure-Loc.
What industry is Sure-Loc in?
Sure-Loc's product category is Residential Door Hardware. Its primary akta.pro industry code is CRAIADAJ, Doors, Windows & Millwork Hardware Retail (Locks, Hinges, Handles), with a secondary code of CRAIAFAI, Kitchen & Bath Accessories & Hardware (Pulls, Hinges, Organizers) Retail. Its NAICS code is 44414 and its SIC code is 3420.