FS Cables
FS Cables is a UK-based B2B distributor of electrical and data cables serving electrical contractors, wholesalers, and OEMs with over 6,500 stocked SKUs, proprietary Tru sub-brands, and next-day delivery across specialist categories including fire safety, marine, AV, and industrial automation.
- Company typePrivate
- Founded1978
- HeadquartersSaint Albans, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What FS Cables does
FS Cables is a UK-based B2B distributor of electrical and data cables, operating under the Shoal Group Ltd parent entity alongside sister brand Cablecraft and export division Shoal Export. Founded in 1978 and headquartered in Saint Albans, the company stocks over 6,500 products across 657+ categories including audio visual, building management systems, coaxial, control, data, fibre optic, fire resistant, high temperature, industrial automation, instrumentation, marine, power, security, and telephone cables. It is the only UK stockist of Draka FireTuf fire resistant fibre optic cables and holds UK stockist rights for the NEK Sealine marine-grade range. The proprietary Tru sub-brand portfolio (TruLAN, TruHD, TruSound, TruHome, TruLighting, TruSecurity, TruOptic, TruVision, TruAccessories, TruEV, TruPV) addresses home automation, AV, and building control channels.
The platform is an e-commerce storefront with trade account registration for discounted pricing, next-day delivery on orders placed before 4pm Monday to Friday, and free next-day delivery on orders over £100. Sales are also supported via phone and email, and international delivery is handled through Shoal Export. Customer segments span home automation/AV installers, building management system specifiers, industrial automation buyers, marine/offshore operators, and data centre/telecom contractors, with no single segment dominating the disclosed mix.
Revenue is generated through one-time hardware sales with implicit repeat business from trade buyers; pricing is tiered by trade account status. The business carries deep regulatory certifications including BASEC, LPCB, LUL, CPR B2ca classifications, DNV-GL, ABS, ATEX, WRAS, KNX, HDBaseT, and CAI, which collectively allow it to serve specification-driven projects in fire safety, marine, petrochemical, and transport infrastructure. There is no disclosed AI/ML, API, or software platform capability; the company's competitive position is built on inventory depth, certification breadth, exclusive stockist relationships, and B2B distribution logistics rather than technology differentiation.
FS Cables firmographics
Firmographics- Name
- FS Cables
- Legal name
- Shoal Group Ltd
- Website
- https://fscables.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FS Cables is a UK-based B2B distributor of electrical and data cables serving electrical contractors, wholesalers, and OEMs with over 6,500 stocked SKUs, proprietary Tru sub-brands, and next-day delivery across specialist categories including fire safety, marine, AV, and industrial automation.
- Ownership category
- akta.pro rank
FS Cables industry classification
Industry- Product category
- Electrical and Data Cable Distribution
- NAICS
- Communication and Energy Wire and Cable Manufacturing (33592)
- SIC
- Wholesale-Electrical Apparatus & Equipment, Wiring Supplies (5063)
- akta.pro primary industry
- Data, Communications & Fiber Optic Cable (IMADAMAD)
- akta.pro secondary industries
- Control, Instrumentation & Automation Cable (IMADAMAC), Coaxial, RF & Specialty Signal Cable (IMADAMAE), Power Cables & Conductors (LV/MV cables, flexible cables, bus wire, armored cable) (IMAGAEAC), Utility & Underground Distribution Cable (URD/Substation) (IMADAMAG)
Keywords
Where FS Cables is headquartered
LocationHeadquarters
- HQ city
- Saint Albans
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
FS Cables business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Cable and Accessory Product Sales: FS Cables generates revenue through the sale of electrical and data cables, connectors, tools, and accessories. Products are sold via e-commerce platform with trade accounts offering discounted pricing. Revenue is transaction-based with one-time purchases, though repeat business from contractors and installers drives recurring revenue streams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Trade Account Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
FS Cables product offering
Product offeringCore offering
FS Cables is a UK-based B2B distributor of electrical and data cables, supplying over 6,500 products across 657+ categories to electrical contractors, electrical wholesalers, and OEMs. The offering spans the proprietary Tru Cables brand and distributed brands such as Draka/Prysmian, NEK Sealine, and Antennax, covering audio visual, BMS, coaxial, control, data, fibre optic, fire-resistant, high-temperature, industrial automation, instrumentation, marine, power, security, and telephone cable types. Distribution is conducted via an e-commerce trade platform with next-day delivery, supplemented by phone/email sales and global export through Shoal Export.
Product overview
FS Cables is a cable distribution business and part of Shoal Group, offering Europe's widest range of cable products across multiple categories. The portfolio includes their proprietary Tru brand sub-products (TruLAN, TruHD, TruSound, TruHome, TruLighting, TruSecurity, TruOptic, TruVision, TruAccessories, TruEV, TruPV) alongside distributed brands like Antennax, Cablecraft, Draka/Prysmian, NEK Sealine, Niltox, SWA, and UNIKA. Product categories span Audio Visual, BMS/Building Control, Coaxial, Control, Data, Fibre Optic, Fire Resistant, High Temperature, Industrial Automation, Instrumentation, Marine, Panel Wire, Patch Leads/HDMI, Power, Security, Telephone, and Tools & Connectors. The company focuses on B2B trade customers with next-day delivery service and exports globally through Shoal Export.
Differentiator
Problem solved
Functional benefit
Brands
- Tru Cables: High performance cables for home automation and building control, covering AV, entertainment, building control, lighting and security applications.
- Cablecraft
- TruAccessories
- TruHD
- TruSound
- TruHome
- TruLAN
- TruLighting
- TruSecurity
- TruOptic
- TruVision
- TruEV
- TruPV
Products and services
- Tru Cables (Proprietary Brand) FS Cables' own brand of high-performance cables for home automation and building control, covering AV, entertainment, building control, lighting, and security applications with sub-brands including TruLAN, TruHD, TruSound, TruHome, TruLighting, TruSecurity, TruOptic, TruVision, TruAccessories, TruEV, and TruPV.
- Audio Visual Cables High-performance professional grade audio and speaker cables including HDMI leads, HDBaseT cables, and multicore speaker cables, designed for home theatre, entertainment systems, and AV installations.
- BMS Cables Building Management System cables for building automation, compatible with KNX, DALI, Crestron, Loxone, Control4, Trend, and LonWorks systems, for HVAC control, lighting control, access control, and energy management.
- Coaxial Cables High-performance coaxial cables including RG military style, FS100 Satellite, corrugated and braided varieties, designed for mobile and satellite communications, CCTV, and TV distribution.
- Control Cables Industrial control cables including YY, SY, LiYCY, LiYY, Niltox LSHF, and Defence Standard cables ranging from 2 to 50 core, for industrial control and automation applications.
- Data Cables Europe's largest stock of Belden alternative data cables and Ethernet/LAN cables including Cat 5E, Cat 6, Cat 6A, Cat 7, and Cat 7A for data centre, telecom, and office network applications.
- Fibre Optic Cables Fibre optic cables including OM1, OM3, OM4 multimode and OS2 single mode, with Draka FireTuf fire resistant options, for high-speed data transmission in data centres and telecom networks.
- Fire Resistant Cables Fire-resistant cables from Prysmian and Draka capable of withstanding temperatures exceeding 900°C, including fire alarm, data, and fibre optic variants certified to BS 5839-1, BS 7629-1, BS 6387, and BS EN 50200 standards.
- High Temperature Cables Heat-resistant cables including silicone variants up to +180°C, PTFE variants up to 260°C, and G-Temp glass-braided variants up to 750°C, for industrial and high-heat applications.
- Industrial Automation Cables Cables for industrial automation including Modbus, Profibus, Profinet, Ethernet, DeviceNet, Interbus, and HF-120 robotics cables, designed for harsh industrial environments.
- Instrumentation Cables Precision instrumentation cables compliant with BS5308/PAS5308 and EN 50288-7 standards for petrochemical and manufacturing process control applications.
- NEK Sealine Marine Cables Marine-grade communication cables by NEK Kabel AS (Norway) for yachts, commercial vessels, offshore rigs, and defence platforms, DNV-GL and ABS approved, certified to IEC 60092, BS 6883, BS 7917, and NEK 606 standards.
- Power Cables Power distribution cables including BS5467 and BS6724 armoured cables, NYY unarmoured, Tri-Rated cables, and rubber crane cables for industrial power applications.
- Security Cables Security system cables including access control, alarm cables, CCTV (RG59 composite), and external grade armoured cables for security system installations.
- Telephone Cables BT-design telephone cables including CW1308, CW1600, CW1128, CW1198, and BT drop wire for internal and external telecommunications applications.
- Tools and Connectors Cable installation tools, connectors, and cable management accessories from the Cablecraft brand and TruAccessories range, supplied alongside cable products for installation projects.
Companies that use FS Cables
Customer profileSegments5 records
Ideal customer profiles4 records
FS Cables technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
FS Cables partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, minor and moderate.
- NEK Kabel AScoreFS Cables is a proud UK stockist of the NEK Sealine range - marine-grade communication cables built for demanding environments at sea and offshore. NEK Kabel AS, based in Oslo, Norway, has been designing and manufacturing specialist cable solutions for over 100 years.
- Draka (Prysmian Group)coreFS Cables is the only UK stockist of Draka FireTuf Fire Resistant Fibre Optic cables. They also stock Draka FT fire alarm cables, FT data cables, and FT fibre cables. Draka is part of the Prysmian Group.
- Prysmian GroupcoreFS Cables stocks Prysmian cables including FP200 Gold and FP Plus fire alarm cables. Prysmian Group is a leading global cable manufacturer.
- Shoal Group LtdcoreFS Cables is part of Shoal Group Ltd, which also includes Cablecraft and Shoal Export divisions. Shoal Group is the parent company overseeing FS Cables operations.
- CablecraftminorRelated company under Shoal Group, serving as a sister brand/distribution channel for cable products.
- CEDIAmoderateFS Cables is a CEDIA trade supplier, bringing professional grade products under the Tru brand for home automation and building control applications.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
FS Cables competitors and assessment
Company assessmentDirect peers
- Caledonian Cables: UK-based specialist cable manufacturer and distributor serving industrial, marine, and offshore markets. Comparable in product mix (instrumentation, marine, fire-resistant, control cable), target verticals, and special-environment approvals focus.
- City Electrical Factors (CEF): UK's largest electrical wholesaler with nationwide trade counter network and same-day/next-day branch availability for installers. Comparable in target customer (electrical contractors) and product categories including cable, though broader in scope than FS Cables's specialist cable focus.
- Lapp Group: German-based cable and connector specialist with manufacturing and branded distribution across industrial automation, servo, and data cables. Highly comparable to FS Cables in product mix (control, data, fibre, special-environment cables) and vertical focus on industrial automation/BMS installers.
- Edmundson Electrical: One of the largest UK electrical wholesalers with trade counters serving contractors and installers. Direct comparable to FS Cables on customer type and trade-led B2B distribution model, though with broader electrical SKUs beyond specialist cables.
Broad incumbents
- Prysmian Group: World's largest cable manufacturer and parent of the Draka brand that FS Cables exclusively distributes in the UK. Comparable as supplier/incumbent in fire-resistant fibre, fire alarm, and energy cable markets; relevant as upstream supplier relationship as well as potential broad-line competitor if they expand direct UK distribution.
- Rexel: Global electrical distribution group with extensive UK presence through Newey & Eyre and Wilts Wholesalers. Comparable in B2B trade customer base and cable/connector categories, but at much larger scale and with broader non-cable electrical portfolio.
- Nexans: Global cable manufacturer with significant European presence in power, data, and fibre optic cables. Comparable as upstream cable producer and competitor in the broader cable value chain, particularly relevant in fibre and LV/MV power categories where FS Cables competes.
- Belden: US-based specialist cable manufacturer whose products (data, AV, industrial) form the benchmark FS Cables positions CPR B2ca alternatives against. Comparable in product category and end-user verticals (AV, broadcast, industrial) though operating as upstream manufacturer-distributor with global scale.
- Sonepar: Global electrical distributor (independent family-controlled) operating across UK via Wilts, please contact, and other banners. Comparable as broad-line B2B electrical wholesaler serving contractors, though cable-specific stock breadth is much narrower than FS Cables.
- Anixter / WESCO International: Global network, communications, and electrical specialist distributor (Anixter was acquired by WESCO in 2020). Comparable to FS Cables in specialist cable/data communications distribution focus and project-based B2B selling, though operating at much larger scale across datacom, security, and industrial verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
FS Cables social profiles
Digital presenceFS Cables compliance and trust
Trust signalCompliance23 records
FS Cables financial estimates
Financial estimateRevenue estimate
Valuation estimate
FS Cables leadership team
Management profileNumber of profiles
FS Cables subsidiaries and ownership
Company hierarchySubsidiaries2 records
FS Cables funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FS Cables 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 FS Cables
What does FS Cables do?
FS Cables is a UK-based B2B distributor of electrical and data cables, supplying over 6,500 products across 657+ categories to electrical contractors, electrical wholesalers, and OEMs. The offering spans the proprietary Tru Cables brand and distributed brands such as Draka/Prysmian, NEK Sealine, and Antennax, covering audio visual, BMS, coaxial, control, data, fibre optic, fire-resistant, high-temperature, industrial automation, instrumentation, marine, power, security, and telephone cable types. Distribution is conducted via an e-commerce trade platform with next-day delivery, supplemented by phone/email sales and global export through Shoal Export.
Is FS Cables a public or private company?
FS Cables is a private company. It is classified as corporate owned and is currently operating.
When was FS Cables founded?
FS Cables was founded in 1978. It employs 51 to 100 people.
Where is FS Cables based?
FS Cables is headquartered in Saint Albans, United Kingdom, in the Europe region.
How does FS Cables make money?
One revenue line is on record: cable and Accessory Product Sales.
Who are FS Cables's main competitors?
Direct peers on record are Caledonian Cables, City Electrical Factors (CEF), Lapp Group and Edmundson Electrical. Broad incumbents are Prysmian Group, Rexel, Nexans, Belden, Sonepar and Anixter / WESCO International.
Does FS Cables have an API?
No public API is recorded for FS Cables.
What industry is FS Cables in?
FS Cables's product category is Electrical and Data Cable Distribution. Its primary akta.pro industry code is IMADAMAD, Data, Communications & Fiber Optic Cable, with a secondary code of IMADAMAC, Control, Instrumentation & Automation Cable. Its NAICS code is 33592 and its SIC code is 5063.