SimplyFixIt
SimplyFixIt, the trading brand of Ideal Computing.co.uk Ltd., is a privately held Edinburgh-based device repair and refurbished computer retailer founded in 1996. It serves individual consumers via walk-in retail and UK-wide mail-in, plus 300+ schools and businesses for bulk iPad repairs.
- Company typePrivate
- Founded1996
- HeadquartersEdinburgh, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What SimplyFixIt does
SimplyFixIt is the trading name of Ideal Computing.co.uk Ltd. (Scottish company number SC210716), a privately held Edinburgh-based device repair and refurbished computer retailer founded in 1996. The company specializes in repair services for Apple products (iPhones, iPads, MacBooks, iMacs) and Windows laptops, alongside retail of refurbished computers, pre-built desktops, computer monitors, and gaming hardware marketed under the Nomad sub-brand. Operations centre on a single physical store at 78 Bruntsfield Place, Edinburgh, complemented by a UK-wide mail-in repair service using DPD Next Day and DHL Express.
The business operates a service-led model anchored by component-level, board-level repair capability, including micro-soldering, hot air reflow, and liquid damage remediation, performed on-site at the Edinburgh workshop. Technicians are Apple- and Microsoft-certified and the company is an Apple Authorized Service Provider with access to genuine Apple parts, diagnostics, and tools for out-of-warranty Apple repairs. Revenue is generated through one-time device repair services, refurbished device sales, the Mobile Shield™ subscription warranty, refurbished-hardware e-commerce, and transaction fees on third-party financing (Klarna, Clearpay, PayPal Credit) at checkout.
The customer base spans walk-in individual consumers across Edinburgh, a documented 300+ schools and businesses (including City of Edinburgh Council Schools) served through a dedicated B2B bulk-iPad repair program with free courier collection, and small businesses purchasing refurbished hardware. The company employs over 30 full-time technicians and was the first computer repair shop in Scotland to pay the Living Wage. With no disclosed funding, no external investment, and a privately held legal entity, the business is bootstrapped and profitable-style on operating cash flow, with growth funded organically through expanding subscription, mail-in, and product-retail channels.
SimplyFixIt firmographics
Firmographics- Name
- SimplyFixIt
- Legal name
- Ideal Computing.co.uk Ltd.
- Website
- https://simplyfixit.co.uk
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SimplyFixIt, the trading brand of Ideal Computing.co.uk Ltd., is a privately held Edinburgh-based device repair and refurbished computer retailer founded in 1996. It serves individual consumers via walk-in retail and UK-wide mail-in, plus 300+ schools and businesses for bulk iPad repairs.
- Ownership category
- akta.pro rank
SimplyFixIt industry classification
Industry- Product category
- Consumer Electronics Repair Services
- NAICS
- Electronic and Precision Equipment Repair and Maintenance (8112)
- SIC
- Services-Miscellaneous Repair Services (7600)
- akta.pro primary industry
- Consumer Device Repair Services (Phones, Tablets, PCs) (CRACAJAA)
- akta.pro secondary industries
- Certified Refurbished Electronics Retail (CRACAJAD), Data Recovery, Device Unlocking & Software Repair Services (CRACAJAJ)
Keywords
Where SimplyFixIt is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
SimplyFixIt business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Device Repair Services: One-time repair services for iPhones, iPads, Macs, laptops with parts and labour charges. Repair categories include screen repair, battery replacement, keyboard repair, diagnostics, data recovery, liquid damage repair.
- Refurbished Device Sales: Sale of refurbished Apple Macs, MacBooks, and Windows laptops. All refurbished machines fully tested in-house with 3 or 12-month warranty. Grade A condition standard.
- Mobile Shield Warranty Subscription: Monthly or annual subscription plan covering front screen repairs for devices previously repaired by SimplyFixIt. Annual payment covers one free repair per 12-month period.
- Finance Payment Processing: Revenue through financing partnerships with Klarna (Pay in 30 days, Pay-in-3), Clearpay (4 interest-free instalments), and PayPal Credit (0% interest for 4 months on purchases over £99)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | MacBook Air Display Assembly (Third-party) |
| Unit Pricing | Pay-as-you-go | MacBook Pro Display Assembly (Third-party) |
| Unit Pricing | Pay-as-you-go | MacBook Battery Replacement |
| Unit Pricing | Pay-as-you-go | MacBook Keyboard Repair |
| Unit Pricing | Pay-as-you-go | MacBook Diagnostics |
| Unit Pricing | Pay-as-you-go | iPhone Screen Repair (LCD) |
| Unit Pricing | Pay-as-you-go | iPhone Battery Replacement |
| Unit Pricing | Pay-as-you-go | iPhone Diagnostics |
| Subscription | Annual | Mobile Shield Warranty Annual |
| Subscription | Monthly | Mobile Shield Warranty Monthly |
| Transaction based/ take rate | Monthly | Klarna Pay-in-3 |
| Transaction based/ take rate | Pay-as-you-go | Clearpay |
| Transaction based/ take rate | Multi-year contract | PayPal Credit |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
SimplyFixIt product offering
Product offeringCore offering
SimplyFixIt provides repair services for iPhones, iPads, MacBooks, iMacs, Windows laptops and PCs, including screens, batteries, keyboards, SSD upgrades, data recovery and liquid damage. It also sells refurbished Macs, laptops, desktops, gaming computers and monitors, and offers a dedicated bulk iPad repair service for schools.
Product overview
SimplyFixIt is an Edinburgh-based repair and retail business operating since 1996 (originally as Ideal Computing). The company offers a comprehensive suite of device repair services spanning Apple products (iPhones, iPads, MacBooks, iMacs) and Windows laptops/PCs. Their core repair services include screen repairs, battery replacements, keyboard repairs, SSD upgrades, data recovery, and liquid damage repairs. They also operate a retail arm selling refurbished Macs, refurbished laptops, pre-built desktops, gaming computers (including Nomad branded RTX 50 gaming laptops), and computer monitors. The company provides specialized bulk repair services for schools through their Schools program. Their Mobile Shield™ warranty subscription offers ongoing protection for repaired devices. SimplyFixIt serves customers through their Bruntsfield Place store in Edinburgh and a nationwide mail-in repair service.
Differentiator
Problem solved
Functional benefit
Products and services
- iPhone Repairs
- iPad Repairs
- MacBook Repairs & Liquid Damage
- PC & Laptop Repairs
- Gaming PC Builds & Repair
- Repairs for Schools
- Refurbished Macs
- Laptops For Sale
- Pre-built Desktop Computers
- Computer Monitors
- Nomad Gaming Laptops
- Mobile Shield™ Warranty Subscription Plan
Quantifiable outcome
- Same-day iPhone repair service available
- +3 more outcomes
Companies that use SimplyFixIt
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
SimplyFixIt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
SimplyFixIt partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- KlarnaminorProvides 'Pay in 30 days' and 'Pay-in-3' (3 interest-free monthly instalments) financing options for customers at checkout.
- ClearpayminorPayment service allowing customers to split purchases into 4 automatic interest-free instalments due every 2 weeks.
- PayPal CreditminorCredit financing offering 0% interest for 4 months on purchases of £99 or more.
- DPD / DHL ExpressminorCourier partners for UK domestic delivery of online purchases and mail-in repair returns. DPD Next Day and DHL Express services used.
- ApplecoreAuthorized service provider using genuine Apple parts, Apple diagnostics, tools, and processes for Apple product repairs. Uses genuine Apple Display Assembly where available.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
SimplyFixIt competitors and assessment
Company assessmentDirect peers
- iSmash: UK-based walk-in phone, tablet, and laptop repair chain with same-day screen and battery repairs; closest direct competitor in the UK device-repair category with comparable GTM and product mix.
- uBreakiFix (Asurion): US device-repair franchise chain owned by Asurion, offering walk-in phone, tablet, and computer repairs with same-day service; comparable business model to SimplyFixIt for benchmark purposes despite US focus.
- CPR Cell Phone Repair: Franchise-based electronics repair chain covering phones, tablets, computers, and gaming consoles with both walk-in and mail-in options; mirrors SimplyFixIt's product breadth and technician-led service model.
Broad incumbents
- SquareTrade (Allstate Protection Plans): Sells device-protection plans and operates a managed repair network in the UK/US; competes with SimplyFixIt's Mobile Shield warranty subscription and routes repair demand toward its own authorised network.
- likewize (Repair + Renew): Global device-life-cycle services provider offering insurance repair, refurbishment, and resale; relevant comparable for SimplyFixIt's enterprise/B2B school repairs and refurbished device resale streams.
- Samsung (Authorized Service Centres): Operates Samsung's own authorised service network and competes for device-repair demand; while SimplyFixIt is more Apple-weighted, Samsung's authorised-repair standards and pricing set a competing benchmark for smartphone repairs.
- Currys (repair and support services): UK's largest consumer electronics retailer with in-store and doorstep repair, installation, and support services; overlaps with SimplyFixIt's PC/laptop repair and refurbished-sales offering at much larger scale.
- Apple (Authorized Service Provider network / Genius Bar): Operates Apple's Genius Bar in-house repair and the broader ASP ecosystem that SimplyFixIt participates in; sets the baseline for parts, pricing, and warranty service that SimplyFixIt competes against and complements.
Regional players
- Timpson: UK high-street service chain offering mobile phone, tablet, and laptop repairs alongside shoe/key cutting; shares the UK walk-in retail-service DNA but operates from thousands of locations rather than a specialised store.
Emerging players
- iFixit: Sells repair parts, tools, and step-by-step repair guides globally, including for Apple and Windows devices; competes indirectly by enabling DIY repair that substitutes for paid services SimplyFixIt sells.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
SimplyFixIt social profiles
Digital presenceSimplyFixIt financial estimates
Financial estimateRevenue estimate
Valuation estimate
SimplyFixIt leadership team
Management profileNumber of profiles
SimplyFixIt funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SimplyFixIt 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 SimplyFixIt
What does SimplyFixIt do?
SimplyFixIt provides repair services for iPhones, iPads, MacBooks, iMacs, Windows laptops and PCs, including screens, batteries, keyboards, SSD upgrades, data recovery and liquid damage. It also sells refurbished Macs, laptops, desktops, gaming computers and monitors, and offers a dedicated bulk iPad repair service for schools.
Is SimplyFixIt a public or private company?
SimplyFixIt is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SimplyFixIt founded?
SimplyFixIt was founded in 1996. It employs 11 to 50 people.
Where is SimplyFixIt based?
SimplyFixIt is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does SimplyFixIt make money?
Four revenue lines are on record. Device Repair Services are the primary driver. The others are refurbished Device Sales, mobile Shield Warranty Subscription and finance Payment Processing.
Who are SimplyFixIt's main competitors?
Direct peers on record are iSmash, uBreakiFix (Asurion) and CPR Cell Phone Repair. Broad incumbents are SquareTrade (Allstate Protection Plans), likewize (Repair + Renew), Samsung (Authorized Service Centres), Currys (repair and support services) and Apple (Authorized Service Provider network / Genius Bar). Timpson is listed as a regional player. iFixit is listed as an emerging player.
Does SimplyFixIt have an API?
No public API is recorded for SimplyFixIt.
What industry is SimplyFixIt in?
SimplyFixIt's product category is Consumer Electronics Repair Services. Its primary akta.pro industry code is CRACAJAA, Consumer Device Repair Services (Phones, Tablets, PCs), with a secondary code of CRACAJAD, Certified Refurbished Electronics Retail. Its NAICS code is 8112 and its SIC code is 7600.