Security LAB
Security LAB is an Australian direct-to-consumer e-commerce retailer of Vimel-branded surveillance and security hardware (4G/WiFi cameras, GPS trackers, dash cams, body cams, counter-surveillance equipment) founded in 2008, serving residential, SMB, agricultural, construction, fleet, and professional investigator customers across Australia and select international markets.
- Company typePrivate
- Founded2008
- HeadquartersCastle Hill, Australia
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Security LAB does
Security LAB (legally operated by Vimel Technology, ABN 17 157 669 684) is an Australian-based direct-to-consumer e-commerce retailer of surveillance and security hardware, headquartered in the Sydney metropolitan area (Rouse Hill, NSW) and founded in 2008, with its online storefront launched in 2017. The company sources Vimel-branded and third-party products from manufacturers in the USA, Taiwan, China, Korea, Europe, and Japan, and dispatches orders from a Sydney warehouse offering next-day express shipping across Australian capital cities and international freight to New Zealand, USA, Canada, Hong Kong, and China.
The product catalog spans four broad technology platforms: cellular (4G LTE) security cameras with solar-power and PTZ variants ranging from 5X to 40X optical zoom; WiFi-based cameras, NVR/DVR systems, and alarm kits for residential and SMB use; location products including vehicle, asset, pet, personal, elderly, and child GPS trackers; and specialized categories such as body cameras, covert/spy cameras, dash cams with radar parking, counter-surveillance detection equipment (RF bug detectors, iProtect series, non-linear junction detectors, voice recorder jammers), night vision optics, motorbike cameras, underwater fishing cameras, and Soeks radiation dosimeters. Pricing is unit-based and one-time (no required subscription), with SKUs ranging from AUD $17 entry-level sensors to AUD $4,900 professional counter-surveillance gear; payment options include Visa, Mastercard, PayPal, Stripe, Afterpay, and ZIP. AI features (person/vehicle detection, PTZ auto-tracking, AI transcription) are embedded in third-party-manufactured devices rather than developed in-house.
The business is a privately held, founder/family-owned retailer with no disclosed funding rounds, public shareholders, or institutional investors, operating on a hardware resale model with a 12-month product warranty and 30-day refund policy. Customer concentration is highly distributed across stated segments including residential, agricultural, construction/fleet, professional investigators, and corporate counter-surveillance buyers, with a claimed base of 18,000+ Australian customers. Revenue and employee-specific financial metrics are not publicly disclosed.
Security LAB firmographics
Firmographics- Name
- Security LAB
- Legal name
- Vimel Technology
- Website
- https://securitylab.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Security LAB is an Australian direct-to-consumer e-commerce retailer of Vimel-branded surveillance and security hardware (4G/WiFi cameras, GPS trackers, dash cams, body cams, counter-surveillance equipment) founded in 2008, serving residential, SMB, agricultural, construction, fleet, and professional investigator customers across Australia and select international markets.
- Ownership category
- akta.pro rank
Security LAB industry classification
Industry- Product category
- Security Surveillance Equipment
- NAICS
- Security Systems Services (except Locksmiths) (561621)
- akta.pro primary industry
- Security Management Platforms Integration (PSIM/SOC, Command & Control) (BPAKAGAH)
Keywords
Where Security LAB is headquartered
LocationHeadquarters
- HQ city
- Castle Hill
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Security LAB business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Product Sales: One-time sale of physical security surveillance products including cameras, alarm systems, GPS trackers, dash cams, body cameras, and accessories. Customers purchase products outright with no recurring subscription requirements for basic functionality.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level security products |
| Unit Pricing | Pay-as-you-go | Mid-range security cameras and systems |
| Unit Pricing | Pay-as-you-go | Professional-grade surveillance systems |
| Unit Pricing | Pay-as-you-go | Enterprise/long-range monitoring solutions |
| Unit Pricing | Pay-as-you-go | Counter-surveillance equipment |
| Unit Pricing | Pay-as-you-go | Accessories and storage |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Security LAB product offering
Product offeringCore offering
Security LAB is an Australian direct-to-consumer online retailer of security and surveillance hardware, operated by Vimel Technology. The company sells a comprehensive range of physical security products including 4G LTE and WiFi security cameras, solar-powered off-grid camera systems, PTZ cameras with optical zoom, dash cams, GPS trackers, body cameras, spy/covert cameras, alarm systems, NVR/DVR systems, and counter-surveillance detection equipment. Products are sourced from international manufacturers and dispatched from a Sydney warehouse to customers across Australia and select international destinations.
Product overview
Security LAB is an Australian-based online security equipment retailer owned by Vimel Technology, offering a comprehensive portfolio of surveillance and security products. The core offering centers on Vimel-branded 4G and WiFi security cameras with solar-powered options, PTZ cameras ranging from 5X to 40X optical zoom, and NVR/DVR systems for home and business security. The product line extends to specialized categories including trail cameras for wildlife and hunting, dash cameras for vehicles, GPS trackers for assets/vehicles/personal safety, alarm systems, spy/covert cameras, body-worn cameras for law enforcement, counter-surveillance equipment (bug detectors, jammers), mini voice recorders, night vision optics, motorbike cameras, underwater fishing cameras, and radiation dosimeters. Products connect via mobile apps for remote monitoring and support cloud, local microSD, and NVR storage. The portfolio serves residential, commercial, and specialized surveillance needs across Australia with 12-month warranties.
Differentiator
Problem solved
Functional benefit
Products and services
- 4G Security Cameras SIM card-enabled security cameras that operate on mobile networks for off-grid surveillance at locations without WiFi or power, featuring solar panel compatibility and remote app access. Sold to homeowners, farmers, construction site managers, and remote property operators across Australia.
- WiFi Security Cameras Wireless IP cameras for indoor and outdoor use with HD/2K/4K resolution, motion zones, and color/IR night vision options for home and business surveillance. Targeted at homeowners and small business operators needing connected premises monitoring.
- Solar Security Cameras Solar-powered camera systems combining solar panels with rechargeable batteries (8W to 120W panels, 12A to 120A batteries) for self-sufficient, off-grid continuous surveillance in remote locations. Designed for farmers, construction sites, and properties without mains power.
- PTZ Security Cameras (5X-40X Optical Zoom) Pan-Tilt-Zoom cameras offering 5X to 40X optical zoom for long-range monitoring of large outdoor areas with 360-degree rotation capability, available in 2K and 4K models with night vision up to 300m. Sold to customers needing wide-area perimeter monitoring such as farms, construction sites, and large residential properties.
- Trail Cameras Motion-triggered wildlife and hunting cameras with no-glow or low-glow IR for rural security, wildlife studies, and boundary monitoring, available in SD, WiFi, and 4G variants. Targeted at hunters, farmers, and property owners needing remote property monitoring.
- Dash Cameras Vehicle dash cams available in front, front+rear, and multi-channel configurations with endurance storage, HDR, parking modes, and 4-channel 4K recording. Sold to fleet managers, rideshare drivers, and vehicle owners for insurance documentation and fleet evidence.
- GPS Trackers Location tracking devices for assets, vehicles, pets, personal safety, elderly, and children including magnetic hardwired, OBD2 plug-in, and battery-powered options with geo-fencing, real-time tracking, and SOS functionality. Targeted at fleet operators, parents, caregivers, and pet owners.
- Alarm Systems Home and business security alarm systems with door/window sensors, pet-friendly motion detection, sirens, and smart app control with optional 4G backup connectivity. Sold to homeowners and small business operators for premises protection.
- NVR/DVR Security Camera Systems Network Video Recorder and Digital Video Recorder systems with 4-16 channel capacity for continuous recording, featuring SONY Starvis sensors and local/cloud storage options. Targeted at customers needing multi-camera continuous recording for homes and businesses.
- Spy Cameras Covert and disguised cameras including clock cameras, charger cameras, glasses cameras, wearable watches, key fob cameras, plant pot cameras, and purse cameras for discreet monitoring. Sold to individuals needing covert surveillance for property monitoring, nanny cams, and personal evidence gathering.
- Body Cameras Body-worn cameras for law enforcement and security personnel with 2K to 4K recording, pre-record buffers, and WiFi connectivity for evidence documentation. Targeted at private investigators, security guards, and law enforcement personnel.
- Counter-Surveillance Equipment Bug detectors, RF signal detectors, non-linear junction detectors, spy camera detectors, and voice recorder jammers for detecting and blocking covert surveillance. Targeted at corporate security teams, executives concerned about espionage, and private investigators.
- Mini Voice Recorders Discreet audio recording devices including pen recorders, wearable watches, and standalone voice recorders with storage capacities up to 64GB and AI transcription capability. Sold to private investigators, journalists, students, and individuals needing covert audio capture.
- Night Vision Optics Digital night vision monoculars and binoculars with up to 600M IR range and 10X zoom for low-light scanning and documentation. Sold to outdoor enthusiasts, hunters, wildlife observers, and security personnel needing low-light visibility.
Quantifiable outcome
- 18,000+ Australian customers trust SecurityLAB with their security needs
- +2 more outcomes
Companies that use Security LAB
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles7 records
Security LAB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature9 records
Security LAB partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Vimel TechnologycoreSecuritylab is an online store owned by Vimel Technology (ABN 17 157 669 684), an established Australian-based company founded in 2008. Securitylab sources products from hand-selected manufacturers in the USA, Taiwan, China, Korea, Europe, and Japan through Vimel Technology's supplier relationships.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Security LAB competitors and assessment
Company assessmentDirect peers
- Eufy (Anker Innovations): DTC smart home security brand owned by Anker; sells WiFi cameras, doorbells, GPS trackers, and alarm systems through direct e-commerce. Comparable go-to-market (DTC) and overlapping product range.
- Reolink: Direct-to-consumer security camera brand offering 4G solar-powered, WiFi, PTZ, and battery cameras with comparable spec tiers (4K, optical zoom, AI detection). Competes head-on with SecurityLAB's 4G/solar off-grid camera lineup via global e-commerce.
- Swann Communications: Australian-founded (1987) DIY security camera brand now owned by InVideo. Sells comparable 4G/WiFi CCTV systems, DVR/NVR kits, and doorbells to consumer and SMB markets with similar Australian roots and global reach.
- Uniden Australia: Australian subsidiary of Japanese electronics brand selling security cameras, dash cams, GPS trackers, and baby monitors through retail channels. Closely comparable product portfolio and AU market positioning.
Broad incumbents
- Ring (Amazon): Amazon-owned smart home security brand specializing in video doorbells and WiFi security cameras. Competes in the consumer tier; lacks SecurityLAB's 4G/off-grid/solar specialization.
- Hikvision: World's largest video surveillance manufacturer (China-based) selling CCTV cameras, NVRs, and access control across consumer, SMB, and enterprise tiers. Competes with SecurityLAB across most product categories globally.
- Dahua Technology: Second-largest global video surveillance manufacturer; sells CCTV cameras, alarm systems, and intercoms comparable to SecurityLAB's lineup across multiple price tiers.
- Arlo Technologies: Publicly-traded US smart home security camera company (NYSE: ARLO). Sells premium WiFi/4G security cameras and doorbells with subscription services; competes in the consumer/prosumer tier above SecurityLAB's price points.
- Jaycar Electronics: Australia's largest specialty electronics retailer carrying security cameras, GPS trackers, dash cams, and surveillance accessories. Competes as a broader electronics retailer rather than specialist; greater physical-store footprint than SecurityLAB's pure-play e-commerce.
Regional players
- OZ Spy / SPY Security: Australian direct competitor selling spy cameras, hidden cameras, GPS trackers, and counter-surveillance gear. Most directly overlaps SecurityLAB's covert/counter-surveillance product lines within Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Security LAB social profiles
Digital presenceSecurity LAB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Security LAB leadership team
Management profileNumber of profiles
Security LAB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Security LAB 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 Security LAB
What does Security LAB do?
Security LAB is an Australian direct-to-consumer online retailer of security and surveillance hardware, operated by Vimel Technology. The company sells a comprehensive range of physical security products including 4G LTE and WiFi security cameras, solar-powered off-grid camera systems, PTZ cameras with optical zoom, dash cams, GPS trackers, body cameras, spy/covert cameras, alarm systems, NVR/DVR systems, and counter-surveillance detection equipment. Products are sourced from international manufacturers and dispatched from a Sydney warehouse to customers across Australia and select international destinations.
Is Security LAB a public or private company?
Security LAB is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Security LAB founded?
Security LAB was founded in 2008. It employs 101 to 250 people.
Where is Security LAB based?
Security LAB is headquartered in Castle Hill, Australia, in the Oceania region.
How does Security LAB make money?
One revenue line is on record: hardware Product Sales.
Who are Security LAB's main competitors?
Direct peers on record are Eufy (Anker Innovations), Reolink, Swann Communications and Uniden Australia. Broad incumbents are Ring (Amazon), Hikvision, Dahua Technology, Arlo Technologies and Jaycar Electronics. OZ Spy / SPY Security is listed as a regional player.
Does Security LAB have an API?
No public API is recorded for Security LAB.
What industry is Security LAB in?
Security LAB's product category is Security Surveillance Equipment. Its primary akta.pro industry code is BPAKAGAH, Security Management Platforms Integration (PSIM/SOC, Command & Control). Its NAICS code is 561621.