Cables Direct
Cables Direct (Best Computer Cable, LLC) is a US-based e-commerce retailer founded in 1996 that sells connectivity hardware including cables, adapters, converters, KVM switches, and digital signage equipment to consumer, SMB, educational, and commercial buyers across North America through its own website and reseller channel.
- Company typePrivate
- Founded1996
- HeadquartersRomulus, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cables Direct does
Cables Direct, operating under the legal entity Best Computer Cable, LLC, is a US-based e-commerce retailer specializing in connectivity hardware for consumer, commercial, and educational electronics. Founded in 1996 and headquartered in Romulus, Michigan, the company sells a broad catalog of cables, adapters, converters, extenders, KVM switches, hubs, chargers, and surge protectors through its own storefront at cablesdirect.com, with product lines spanning USB (2.0, 3.0, 3.2, 4.0, USB-C), HDMI (2.0, 2.1), DisplayPort, Thunderbolt 3, Ethernet/fiber networking, power, and legacy interfaces (Serial/RS232, SCSI, Parallel). The catalog also includes specialized categories such as digital signage extenders, professional A/V distribution amplifiers, Arduino/Raspberry Pi accessories, school supplies, and device-specific cables for Apple, Samsung, Microsoft Surface, Chromebook, and Android devices.
The company operates a direct-to-consumer go-to-market supported by live chat and a toll-free sales line (1-800-800-9670), complemented by an authorized reseller/dealer program serving B2B and mid-market buyers. The e-commerce site is powered by Cart.com, with site design attributed to PORT80. Revenue is generated through one-time hardware sales at MSRP or discounted prices, with typical promotional discounts of 12-15% and price points ranging from under $1 (bulk items) to over $150 (specialized switchers). Customer segments span consumer electronics users (primary), IT professionals and businesses, educational institutions, and commercial/digital signage buyers. The company is independently and privately held with no disclosed institutional investors, parent company, or external funding rounds.
Cables Direct firmographics
Firmographics- Name
- Cables Direct
- Legal name
- Best Computer Cable, LLC
- Website
- https://cablesdirect.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cables Direct (Best Computer Cable, LLC) is a US-based e-commerce retailer founded in 1996 that sells connectivity hardware including cables, adapters, converters, KVM switches, and digital signage equipment to consumer, SMB, educational, and commercial buyers across North America through its own website and reseller channel.
- Ownership category
- akta.pro rank
Cables Direct industry classification
Industry- Product category
- Computer Cables & Connectivity Accessories
- NAICS
- Communication and Energy Wire and Cable Manufacturing (33592), Current-Carrying Wiring Device Manufacturing (335931)
- SIC
- Electronic Connectors (3678), Computer Communications Equipment (3576), Computer Peripheral Equipment, Nec (3577)
- akta.pro primary industry
- Cables & Interconnects (USB/HDMI/DP/Ethernet/Thunderbolt) (HDACAHAJ)
- akta.pro secondary industries
- Charging Cables & Connectors (USB-C/Lightning/Micro-USB, Adapters) (CRACATAE), Data, Communications & Fiber Optic Cable (IMADAMAD), Cable Assemblies & Wire Harnesses (HDAHAOAB)
Keywords
Where Cables Direct is headquartered
LocationHeadquarters
- HQ city
- Romulus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cables Direct business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Hardware Product Sales: One-time purchase model for cables, adapters, converters, and connectivity accessories. Products are sold at retail and discounted prices with typical discounts of 12-15%.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at retail or discounted prices |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Cables Direct product offering
Product offeringCore offering
Cables Direct is an e-commerce retailer selling connectivity hardware including USB, HDMI, DisplayPort, Thunderbolt, Ethernet, audio/video, and power cables, adapters, converters, and peripherals. The company serves consumer electronics users and IT professionals with a comprehensive catalog spanning legacy interfaces (Serial/RS232, SCSI) to modern high-bandwidth standards (Thunderbolt 3, HDMI 2.1, USB 4.0), complemented by an authorized reseller program for bulk and B2B orders.
Product overview
Cables Direct is a connectivity solution specialist offering a comprehensive portfolio of cables, adapters, converters, and accessories. The core product line centers on USB Cables (USB 2.0, USB 3.2, USB-C) complemented by USB Adapters (gender changers, port savers) and USB Peripherals (hubs, chargers, card readers). USB Video Converters enable display connectivity via HDMI, DisplayPort, DVI, and VGA, while Cable Kits provide bundled connectivity solutions. The company also offers DisplayPort Solutions, HDMI Solutions, and Thunderbolt 3 Cables for high-bandwidth video/audio, alongside LAN Products (networking, fiber optic), Power Products (cords, surge protectors), and Digital Signage solutions. Specialized offerings include Arduino & Raspberry Pi accessories, Security Products, Audio & Video Products (switchers, repeaters), and Mobile Device Cables & Accessories for Apple, Samsung, Microsoft Surface, and Android. Legacy Products round out the catalog for older interfaces like Serial/RS232 and SCSI.
Differentiator
Problem solved
Functional benefit
Products and services
- USB Cables & Accessories
Companies that use Cables Direct
Customer profileSegments4 records
Ideal customer profiles4 records
Cables Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cables Direct partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BBB (Better Business Bureau)minorCompany maintains BBB accreditation as Best Computer Cable LLC with BBB Business Review available for customer verification.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Cables Direct competitors and assessment
Company assessmentDirect peers
- StarTech.com: Connectivity specialist selling cables, adapters, KVM switches, and IT peripherals, with a stronger B2B and pro-IT tilt but overlapping product catalog and target customers.
- FS.com (Fiberstore): Online-direct seller of networking and fiber optic cables, transceivers, and enterprise connectivity gear, directly overlapping Cables Direct's LAN, fiber, and professional AV offerings.
- Cable Matters: Online-first brand offering cables, adapters, and docking stations across USB-C, HDMI, DisplayPort, and Thunderbolt, targeting both consumers and IT buyers in a directly comparable assortment.
- Monoprice: Direct online competitor specializing in discounted cables, adapters, and connectivity accessories for both consumer and B2B buyers, with a very similar SKU breadth and pricing model.
- Sabrent: Sells cables, USB hubs, card readers, KVM switches, and other connectivity peripherals online, with overlapping SKUs in USB, HDMI, and networking categories.
Broad incumbents
- Belkin: Global consumer electronics brand with a broad cables, adapters, and docking portfolio (including USB-C, HDMI, and Thunderbolt), competing with Cables Direct across overlapping retail SKUs.
- Newegg: Large online electronics retailer carrying cables, networking gear, and IT peripherals as part of a much wider catalog, competing for the same DIY and SMB buyer.
- Anker: Major consumer electronics accessories brand offering charging cables, USB-C hubs, and connectivity products with strong DTC presence, overlapping Cables Direct's charging and USB categories.
- Amazon (AmazonBasics): Dominant online marketplace whose AmazonBasics line plus third-party sellers set the pricing floor across cables, adapters, and connectivity accessories that Cables Direct also sells.
- Tripp Lite: Established manufacturer and reseller of power, connectivity, and IT infrastructure products including cables, surge protectors, and KVM, serving both consumer and enterprise channels.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Cables Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cables Direct leadership team
Management profileNumber of profiles
Cables Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cables Direct 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 Cables Direct
What does Cables Direct do?
Cables Direct is an e-commerce retailer selling connectivity hardware including USB, HDMI, DisplayPort, Thunderbolt, Ethernet, audio/video, and power cables, adapters, converters, and peripherals. The company serves consumer electronics users and IT professionals with a comprehensive catalog spanning legacy interfaces (Serial/RS232, SCSI) to modern high-bandwidth standards (Thunderbolt 3, HDMI 2.1, USB 4.0), complemented by an authorized reseller program for bulk and B2B orders.
Is Cables Direct a public or private company?
Cables Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cables Direct founded?
Cables Direct was founded in 1996. It employs 11 to 50 people.
Where is Cables Direct based?
Cables Direct is headquartered in Romulus, United States, in the North America region.
How does Cables Direct make money?
One revenue line is on record: hardware Product Sales.
Who are Cables Direct's main competitors?
Direct peers on record are StarTech.com, FS.com (Fiberstore), Cable Matters, Monoprice and Sabrent. Broad incumbents are Belkin, Newegg, Anker, Amazon (AmazonBasics) and Tripp Lite.
Does Cables Direct have an API?
No public API is recorded for Cables Direct.
What industry is Cables Direct in?
Cables Direct's product category is Computer Cables & Connectivity Accessories. Its primary akta.pro industry code is HDACAHAJ, Cables & Interconnects (USB/HDMI/DP/Ethernet/Thunderbolt), with a secondary code of CRACATAE, Charging Cables & Connectors (USB-C/Lightning/Micro-USB, Adapters). Its NAICS code is 33592 and its SIC code is 3678.