UPS Direct
UPS Direct is a UK-based specialist reseller and installer of Riello uninterruptible power supplies, diesel generators, and power management systems, serving enterprise, government, and motorsport clients with bespoke ruggedised solutions and ongoing maintenance contracts.
- Company typePrivate
- Founded1999
- HeadquartersShrewsbury, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What UPS Direct does
UPS Direct Ltd is a UK-headquartered specialist reseller and installer of uninterruptible power supplies (UPS), diesel generators, and power-management equipment, founded in 1999 and operating as a privately held company registered in Shrewsbury, Shropshire. The firm is the self-described leading UK reseller of Riello UPS products, distributing the full catalogue ranging from entry-level single-phase units (iDialog, iPlug, Net Power, Vision) through line-interactive systems (Vision Dual, Vision Rack) and double-conversion online UPS (Sentinel Dual, Sentinel Power, Sentinel Pro, Multi Sentry, Master FC400/HE/HP/Industrial/MPS) up to modular three-phase and transformerless systems (Multi Power up to 1176 kW, Multi Guard Industrial, NextEnergy NXE, Master Static Bypass). It also supplies open-frame and canopied diesel generator sets, a Master FC400 static frequency converter, environmental alarm monitoring, and a software/connectivity line including NetMan 204 SNMP network agents, MultiCOM communication cards, PowerShield3, and PowerNetGuard management software, with integrations to SNMP-based NMS, BMS via Modbus/BACnet, DCIM platforms, and RS232/RS485 control systems.
UPS Direct's commercial differentiator is its ruggedised, bespoke engineering capability, anchored by multi-year Formula One motorsport engagements (Mercedes AMG Petronas, Aston Martin Cognizant, SportPesa Racing Point) in which it has designed sealed, air-conditioned, 19-inch rack-mounted UPS solutions to withstand carbon dust, heat, humidity, and sand where standard off-the-shelf units previously failed or exploded. This capability has been extended into adjacent verticals including manufacturing (yoghurt production, egg packaging, aircraft braking test rigs) and public-sector installations such as a 310kVA backup generator at Newcastle Civic Offices.
The business operates a sales-led, consultative B2B go-to-market: customers contact the firm by phone (03456 445 002) or via the website for free consultations and site surveys, after which bespoke solutions are designed, supplied, installed, commissioned, and supported under total maintenance contracts. Revenue is generated through (i) hardware resale of UPS systems, generator sets, bypass switches, and batteries across small (sub-1kVA) to large (400kVA+) installations and (ii) professional services including installation, commissioning, battery servicing, consultancy, computer-room builds, and recurring maintenance contracts on a multi-year billing cadence, with quote-based pricing rather than published rates. The firm offers nationwide UK coverage, a 12-month guarantee on all work, and compliance with standards including EN 62040-1, EN 62040-2, IEC 62040-3 VFI-SS-111, CE, GS/TUV, and RoHS.
UPS Direct firmographics
Firmographics- Name
- UPS Direct
- Legal name
- UPS Direct Ltd
- Website
- https://upsdirect.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- UPS Direct is a UK-based specialist reseller and installer of Riello uninterruptible power supplies, diesel generators, and power management systems, serving enterprise, government, and motorsport clients with bespoke ruggedised solutions and ongoing maintenance contracts.
- Ownership category
- akta.pro rank
UPS Direct industry classification
Industry- Product category
- Power Protection Equipment
- NAICS
- Electric Power Transmission, Control, and Distribution (22112), Electric Power Generation, Transmission and Distribution (2211)
- SIC
- Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Uninterruptible Power Supplies (UPS) (HDACAJAA)
- akta.pro secondary industries
- UPS Systems & Backup Power (Online/line-interactive UPS, industrial backup) (IMAGADAD), Backup Power & Critical Power Systems (Generators/UPS) (IMAIABAJ), UPS Batteries & Energy Storage Modules (HDACAJAE), Replacement Parts, Maintenance & Service (UPS/Power Protection) (HDACAJAH)
Keywords
Where UPS Direct is headquartered
LocationHeadquarters
- HQ city
- Shrewsbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
UPS Direct business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Hardware Sales: Sale of UPS systems, diesel generators, UPS bypass switches, UPS batteries, and power management equipment. Products range from small desktop UPS units to large industrial-scale 400kVA+ systems.
- Professional Services: Installation services for generators and UPS systems, maintenance contracts, commissioning, battery servicing, consultancy, and computer room build services. They offer total maintenance contracts covering entire installations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based product and service pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
UPS Direct product offering
Product offeringCore offering
UPS Direct is a UK-based specialist reseller and total solutions provider for uninterruptible power supplies (UPS), diesel generators, and power management equipment. The company distributes the full Riello UPS product range, from entry-level single-phase units to enterprise three-phase modular systems, alongside generator sets, environmental monitoring, and UPS management software. In addition to hardware supply, it provides site surveys, bespoke system design, installation, commissioning, battery servicing, and ongoing total maintenance contracts.
Product overview
UPS Direct is a UK-based reseller and installer specialising in uninterruptible power supplies (UPS), diesel generators, and power management solutions. The product portfolio centres on Riello UPS products, ranging from entry-level consumer UPS (iDialog, iPlug) through mid-range line interactive systems (Vision, Net Power, Sentinel Pro) to enterprise-class double conversion online UPS (Sentinel Dual, Sentinel Power, Multi Sentry, Master series, Multi Power, NextEnergy). The offering includes modular UPS systems (Multi Power up to 1176 kW, Multi Guard Industrial), static frequency converters (Master FC400), and centralised bypass solutions (Master Static Bypass). Generator offerings span open frame and canopied configurations. Power management is addressed through environmental alarm monitoring, communication cards (MultiCOM series), network agents (NetMan 204), and management software (PowerShield3, PowerNetGuard). UPS Direct also provides bespoke ruggedised solutions for extreme environments such as Formula One racing, alongside installation, maintenance, and battery servicing. The company operates as a total solutions provider, offering consultancy, site surveys, and tailored power protection installations across the UK.
Differentiator
Problem solved
Functional benefit
Products and services
- Uninterruptible Power Supplies (UPS)
- Open Frame Generators
- Canopied Generators
- Environmental Alarm Monitoring
- UPS Software & Connectivity
- Customised Ruggedised Power Solutions Bespoke, custom-engineered power protection systems designed for extreme conditions including high heat, humidity, sand, dust, and conductive carbon particles. Solutions include sealed, air-conditioned 19-inch rack-mounted enclosures validated through Formula One deployments.
- UPS & Generator Maintenance Contracts
- UPS & Generator Installation Services
Quantifiable outcome
- Bespoke F1 UPS solutions have survived twelve seasons of global racing without a failure
- +1 more outcomes
Companies that use UPS Direct
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
UPS Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
UPS Direct partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Riello UPScoreUPS Direct is described as 'The leading reseller of Riello products in the U.K.' They sell the complete range of Riello UPS products including network communication cards, environmental sensors, remote monitoring devices, and UPS management software. Riello is the primary product brand they distribute.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
UPS Direct competitors and assessment
Company assessmentBroad incumbents
- Eaton: Global power management giant offering UPS systems from small desktop to multi-megawatt data centre deployments, alongside broader electrical and industrial products. Overlaps with UPS Direct's product range but operates at vastly greater scale and scope.
- Vertiv: Global provider of critical digital infrastructure including UPS systems, thermal management, and IT management for data centres and communication networks. Comparable UPS product portfolio with overlapping enterprise customer base but at substantially larger scale.
- Schneider Electric (APC): Global energy management and automation leader whose APC brand is one of the world's largest UPS providers. Overlaps heavily with UPS Direct's product range across SMB to enterprise segments and represents the dominant competitor in the UK UPS channel.
- Socomec: French-headquartered specialist in critical power and energy performance, offering UPS systems and power monitoring solutions across Europe. Comparable in UPS product focus and European mid-market positioning, though Socomec is a manufacturer rather than pure reseller.
- ABB: Global electrification, robotics, and automation leader offering industrial UPS systems and power protection solutions as part of a much broader electrical equipment portfolio. Comparable in industrial-grade UPS capability, particularly for harsh-environment industrial customers.
- Riello UPS: Italian-headquartered global UPS manufacturer and the OEM whose products UPS Direct resells. Comparable as a broader incumbent operating across the entire UPS category with manufacturing, R&D, and direct sales capabilities that exceed UPS Direct's reseller scope.
Direct peers
- Centiel: Swiss-headquartered UPS manufacturer with strong UK presence, offering modular and online UPS systems for data centres and critical infrastructure. Comparable in product range and emphasis on high-availability UPS, though Centiel is a manufacturer rather than pure reseller.
- Kohler Uninterruptible Power: UK arm of Kohler's UPS division, selling and servicing UPS systems and providing maintenance contracts. Directly comparable as a UK UPS provider serving enterprise customers with combined hardware-sales and recurring-service model.
- Power Control Ltd: UK UPS specialist offering uninterruptible power supplies, generators, and maintenance services across enterprise and SMB segments. Closely comparable business model and customer base, with both firms positioned as value-added resellers rather than manufacturers.
- Critical Power Supplies: UK-based specialist UPS reseller and service provider offering UPS systems, generators, and maintenance contracts to enterprise customers. Directly comparable in business model (reseller + services) and UK market focus, with overlap in manufacturing and public sector verticals.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
UPS Direct social profiles
Digital presenceUPS Direct compliance and trust
Trust signalCompliance10 records
UPS Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
UPS Direct leadership team
Management profileNumber of profiles
UPS Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UPS 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 UPS Direct
What does UPS Direct do?
UPS Direct is a UK-based specialist reseller and total solutions provider for uninterruptible power supplies (UPS), diesel generators, and power management equipment. The company distributes the full Riello UPS product range, from entry-level single-phase units to enterprise three-phase modular systems, alongside generator sets, environmental monitoring, and UPS management software. In addition to hardware supply, it provides site surveys, bespoke system design, installation, commissioning, battery servicing, and ongoing total maintenance contracts.
Is UPS Direct a public or private company?
UPS Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was UPS Direct founded?
UPS Direct was founded in 1999. It employs 1 to 10 people.
Where is UPS Direct based?
UPS Direct is headquartered in Shrewsbury, United Kingdom, in the Europe region.
How does UPS Direct make money?
Two revenue lines are on record. Hardware Sales are the primary driver. The others are professional Services.
Who are UPS Direct's main competitors?
Broad incumbents on record are Eaton, Vertiv, Schneider Electric (APC), Socomec, ABB and Riello UPS. Direct peers are Centiel, Kohler Uninterruptible Power, Power Control Ltd and Critical Power Supplies.
Does UPS Direct have an API?
No public API is recorded for UPS Direct.
What industry is UPS Direct in?
UPS Direct's product category is Power Protection Equipment. Its primary akta.pro industry code is HDACAJAA, Uninterruptible Power Supplies (UPS), with a secondary code of IMAGADAD, UPS Systems & Backup Power (Online/line-interactive UPS, industrial backup). Its NAICS code is 22112 and its SIC code is 5070.