doorsuperstore

What doorsuperstore does

Door Superstore is a UK-based online door retailer operating under the CMO SUPERSTORES Limited group, which runs nine specialist 'Superstore' brands across building, roofing, drainage, insulation, landscaping, plumbing, and brick categories. Founded in 2009 and registered as a private limited company in England (company number 16498979), the business is headquartered operationally from Burrington Business Park, Plymouth, with a registered office in London. It sells over 6,000 internal, external, and fire-rated doors, alongside door frames, joinery, furniture (handles, locks, hinges), cabinet and drawer handles, and flooring. The technology backbone is an e-commerce platform with 24/7 ordering, a door visualisation tool, the Crystal Window & Door Configurator for made-to-measure orders, and the SUPER Rewards cross-brand loyalty programme. Free delivery applies to orders over £750, and a price match guarantee is offered.

The go-to-market is hybrid: a direct-to-consumer e-commerce storefront supported by a phone helpline (01752 422 501) handling over 2,000 calls per week, supplemented by a sales-led trade account programme run by dedicated account managers offering discounts, rebates, and bespoke quotes for builders, carpenters, and contractors. Customers are segmented into homeowners/DIY, landlords, and tradespeople — with tradespeople and homeowners flagged as primary. Marketing is multi-channel: the website, email, content/Help & Advice library, Trustpilot and YotPo reviews (over 11,500 5-star ratings and ~80% 'excellent' across the group), and the loyalty programme. Nationwide UK delivery is offered, including Northern Ireland, with surcharges for Scottish Highlands, Islands, and other remote areas.

Revenue mechanics are straightforward unit-pricing on ex-VAT and inc-VAT displayed prices, with no subscription or recurring model disclosed. The parent group CMO SUPERSTORES Limited disclosed £36 million+ in annual revenue for FY2024 in its Modern Slavery Act statement; Door Superstore-specific revenue is not separately reported. Leadership is led by CEO Dean Murray at the group level. The firm is privately held with no external investor, funding round, M&A, or patent activity disclosed in the available sources, and headcount is reported as 1–10. There is no disclosed AI/ML capability, API offering, or technology partnership beyond the Crystal Direct made-to-measure service.

Name

doorsuperstore

Legal name

CMO SUPERSTORES Limited

Website

https://doorsuperstore.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Door Superstore is a UK online retailer of internal, external, and fire-rated doors plus door furniture, flooring, and joinery, serving homeowners, landlords, and tradespeople as one of nine specialist brands under CMO SUPERSTORES Limited.

Ownership category

akta.pro rank

Product category

Door Retail

NAICS

Home Centers (444110)

SIC

Retail-Nonstore Retailers (5960), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Exterior Doors (IMADAIAA)

akta.pro secondary industry

Commercial & Industrial Doors (Sectional, High-Speed, Fire, Security) (IMADAIAF)

Keywords

• Online door retailer
• Internal doors
• External doors
• Fire-rated doors
• Door furniture

Headquarters

HQ city

Burrington

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Revenue generated from the sale of doors (internal, external, fire-rated), door furniture, frames, joinery, flooring, and accessories. Products are sold at both ex-VAT and inc-VAT pricing with free delivery on orders over £750.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Door Superstore is a UK-based online retailer selling over 6,000 door products including internal, external, and fire-rated doors, plus door furniture, frames, joinery, and flooring. The company supplies third-party brands such as XL Joinery, JB Kind, LPD, and Deanta directly to homeowners, landlords, and tradespeople through its e-commerce website with nationwide delivery.

Product overview

Door Superstore is a UK-based online door retailer offering over 6000 internal, external, and fire-rated doors along with complementary products. The core product portfolio includes Internal Doors (various styles including oak, white, modern, traditional), External Doors (front doors, composite, uPVC, wooden, aluminium), Fire-Rated Doors (FD30 and FD60), Door Frames & Joinery, Door Furniture (handles, locks, hinges), Cabinet & Drawer Handles, and Flooring. The company also offers its own-brand door range and a made-to-measure service through Crystal Direct. Additional services include a loyalty programme (SUPER Rewards) and trade account facilities. The business operates as part of CMO SUPERSTORES LTD alongside other specialist stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Internal Doors

Quantifiable outcome

• Free delivery on all orders over £750
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• CMO SUPERSTORES LTDparentOthersParent company providing the convenience of online retail with a vast range of products delivered direct to home or builders on-site, supported by market-leading customer service. Door Superstore is one of 9 specialist SUPERSTORES under this group.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Screwfix: UK trade retailer of tools, hardware, and building supplies with a market-leading online and click-and-collect proposition serving tradespeople. Comparable as a UK-focused trade retailer with strong e-commerce operations and overlapping trade customer base, though Screwfix focuses on tools and hardware rather than doors specifically.
• B&Q: UK's largest home improvement retailer with hundreds of stores and a substantial online presence selling doors, building materials, and home goods. Comparable as a UK mass-market home improvement retailer; Door Superstore specialises narrowly in doors while B&Q covers a vastly wider assortment.
• Wickes: UK home improvement retailer selling doors alongside kitchens, bathrooms, and building materials through a store-and-online network. Comparable as a UK home improvement retailer with doors as a meaningful category, though Wickes operates a far broader assortment and physical showrooms alongside its online channel.
• Howdens: UK trade-focused kitchen and joinery supplier selling doors and related products through a depot network serving builders and trade customers. Comparable as a UK door and joinery supplier serving tradespeople — the overlapping core customer segment with Door Superstore — though Howdens operates via physical trade-only depots.

Others

• Jewson: UK builders' merchant selling doors, building materials, and timber through branches nationwide to trade and DIY customers. Comparable as a UK supplier of doors and construction materials serving trade customers with a similar product mix, though distribution is branch-led rather than e-commerce-only.
• Travis Perkins: UK's largest builders' merchant supplying doors, building materials, and timber to trade customers via a national branch network. Comparable as a UK trade-facing door and building materials supplier with overlapping trade customers, though operates predominantly through physical branches rather than online-only.

Direct peers

• Leader Doors: UK-based online specialist retailer of internal, external, and made-to-measure doors serving homeowners, tradespeople, and trade customers. Directly comparable to Door Superstore as a UK specialty e-commerce door retailer with similar product breadth and target customers.
• Express Doors Direct: UK online door retailer offering internal, external, fire, and made-to-measure doors with competitive pricing and nationwide delivery. Direct comparable to Door Superstore as a UK online specialist door e-tailer targeting similar homeowner and trade segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/doorsuperstore
• Facebookfacebook.com/doorsuperstore
• LinkedInlinkedin.com/company/doorsuperstore

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about doorsuperstore