AUTOBRITE DIRECT LIMITED

What AUTOBRITE DIRECT LIMITED does

Autobrite Direct Limited is a UK-based specialist manufacturer and retailer of professional car cleaning, valeting, and detailing products, founded in 2005 and headquartered in Antrim, Northern Ireland. The company develops its full product range in-house, including pH-neutral shampoos, snow foams, iron fallout removers, wheel cleaners, polishes and compounds, ceramic coatings, and detailing accessories (brushes, towels, applicators, and dual-action machine polishers), all formulated and manufactured in the UK. Notable technical differentiators include the Magiseal ceramic-infused foam lance coating, Purple Rain gel-based fallout remover, and the Ceramic Shield surface-specific coating family with stated durability of up to five years.

The company operates primarily as a direct-to-consumer e-commerce business through its Shopify-powered storefront at autobritedirect.co.uk, offering free UK delivery on orders over £50 and unit pricing across the full SKU set. Distribution extends through a network of UK stockists (with 'Find a Stockist' and 'Become a Stockist' programs), dedicated Trade Accounts for professional detailers, and an Approved Detailers directory that serves as both a referral channel and ecosystem anchor. Marketing is content-led, combining a 'How to Guides' educational blog, active organic social media presence on Facebook, Instagram, X, and TikTok, email newsletters, and SEO-optimized product collection pages.

Customer segments span individual car enthusiasts, professional detailers, dealerships and automotive businesses, and general motorists, with the professional detailer and trade channel positioned as a strategic focus. In 2026, the company entered a new era under new ownership, relaunching the brand while retaining its established in-house formulations and UK manufacturing base.

Name

AUTOBRITE DIRECT LIMITED

Legal name

Technical Brands UK & Ireland Ltd

Website

https://autobritedirect.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Autobrite Direct Limited is a UK-based, family-run manufacturer and D2C retailer of professional car cleaning, valeting, and detailing products, selling in-house formulated chemicals, ceramic coatings, and accessories directly to enthusiasts, professional detailers, and stockists across the UK & Ireland.

Ownership category

akta.pro rank

Product category

Car Detailing Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Automotive Parts and Accessories Retailers (44133), Other Chemical and Allied Products Merchant Wholesalers (42469)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Chemicals & Allied Products (5160), Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)

akta.pro secondary industries

Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM), Paint, refinishing & body shop supplies distribution (coatings, abrasives, tools, consumables) (CRAOANAF)

Keywords

• Car detailing products
• Automotive cleaning chemicals
• Ceramic coatings
• Vehicle care accessories
• Professional valeting supplies

Headquarters

HQ city

Antrim

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (B2C & Trade): Autobrite Direct generates revenue through direct-to-consumer e-commerce sales of its full range of professional car cleaning and detailing products. Products are sold in multiple sizes (500ml, 1L, 5L) and as standalone items or bundled packages. The company also offers trade accounts for professional detailers and sells through a network of stockists.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Autobrite Direct develops, manufactures (in the UK), and sells a comprehensive range of professional-grade car cleaning, detailing, and protection products directly to consumers and trade customers. The portfolio covers pre-wash and snow foams, car shampoos, wheel and tyre cleaners, decontamination products, polishes and compounds, machine polishers, ceramic coatings, quick detailers, glass cleaners, interior cleaners, and detailing accessories (brushes, towels, applicators). Distribution is primarily through the company's own e-commerce storefront with a complementary UK stockist network and Trade Accounts for professional detailers.

Product overview

Autobrite Direct is a UK-based professional car cleaning and detailing products company offering a comprehensive portfolio of over 60 distinct products across exterior care, interior care, and protection categories. The product range includes wheel cleaners (Purple Rain, BriteGel, Very Cherry Acid), tyre dressings (Well Dressed, Tyre Gloss, Supersheen), car shampoos (Purple Velvet, Ceramic Infused, Decon, Luxury Suds), pre-wash and snow foam products (Magifoam, Citrus Wash), decontamination products (Purple Rain Fallout Remover, Just The Tonic), polishes and compounds (Cherry Glaze, Ultra Cut, Correct and Protect, Enrich), machine polishers (DA15 PRO, DA9, DA12 Mini), ceramic coatings (Ceramic Shield Pro, Lite, Wheels, Glass, Trim), quick detailers (Elegance, Quickshine QD, Ceramic Quick Detailer), glass cleaners (Crystal Superior, REPEL), and detailing accessories including brushes, towels, applicators and cleaning tools. The company was established in 2005 as a premium automotive detailer and has developed its own in-house formulations, all made in the UK. The brand recently entered a new era under 2026 ownership while maintaining the same proven, high-performance formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Purple Velvet Luxurious High Gloss Shampoo pH-neutral car shampoo that creates a rich lather to eliminate dirt and protect the vehicle's glossy shine; designed for enthusiasts and detailers.
• Magifoam Ultimate Prewash Snowfoam Pre-wash snowfoam formulated to tackle the heaviest contaminants on paintwork; safe for waxes and sealants and delivering elite pre-wash results.
• Magiseal Ceramic-Infused Foam Lance Coating Water-based ceramic-infused foam lance sealant offering gloss and protection for up to 3 months via ceramic-polymer bonding during washing.
• Citrus Wash Pre-Wash Cleaner Gentle pre-wash cleaner for hard-to-reach spots that breaks down grime and leaves a citrus fragrance.
• Purple Rain Fallout Remover pH-balanced gel-based iron-contaminant remover effective on brake dust and embedded iron; suitable for paintwork and wheels.
• Crystal Superior Glass Cleaner Streak-free glass cleaner for vehicle windows.
• BriteGel Gel-Based Wheel Cleaner pH-neutral gel-based wheel cleaner formulated for delicate or coated wheels.
• Elegance Luxurious Detailing Spray High-gloss quick detailing spray delivering a slick surface finish without degrading existing wax or sealants.
• Ceramic Infused Shampoo V2 Advanced shampoo combining surfactants with ceramic polymers that bond to paintwork during washing; suitable for foam lance use.
• Cleanse Gentle Leather Cleaner Gentle cleaner designed for leather, vinyl, and fabric interior surfaces.
• Ceramic Infused Shampoo (Original) Ceramic-infused shampoo that bonds to the vehicle surface to enhance colour and add gloss.
• Well Dressed Trim & Tyre Gel Premium tyre dressing gel for enhanced tyre and trim appearance.
• Tyre Gloss High Gloss Dressing High-shine tyre dressing for an ultimate glossy finish on tyres.
• Supersheen High Gloss Dressing Interior/exterior quick gloss dressing for vinyl, rubber and plastic surfaces.
• Decon Shampoo pH-balanced shampoo providing intensive cleaning for decontamination washes while remaining gentle on exterior surfaces.
• Luxury Suds Wash and Wax High-foaming wash-and-wax shampoo leaving a protective coating against contaminants.
• DA15 PRO Dual Action Machine Polisher Professional-grade dual-action machine polisher for restoring and rejuvenating vehicle paintwork.
• DA9 9mm Dual Action Machine Polisher 9mm throw dual-action machine polisher for car paint correction and polishing.
• DA12 Mini 12mm Dual Action Machine Polisher Mini 12mm throw dual-action polisher for precision paintwork restoration.
• Cherry Glaze All-In-One Polish & Wax All-in-one paint polish and protectant that cleans, removes oxidation, reduces light scratches, and leaves lasting protection.
• Ultra Cut Heavy Cut Compound High-performance polishing compound for removing heavy scratches, sanding marks, and paint defects.
• Correct and Protect Ceramic All-In-One Medium/fine polishing compound with built-in ceramic protection for paint correction and protection in one step.
• Enrich Correction Polish One-step machine correction polish removing scratches, swirl marks, weathering, and light oxidation.
• Clear View Glass Polish Intensive glass polish removing heavy contaminants from glass and perspex surfaces.
• Prep-It Surface Preparation Product Paint preparation product that cleanses and preps the vehicle surface before polishing and protection.
• Just The Tonic Tar & Glue Remover Solvent cleaner that dissolves sticky tar and glue residues without damaging paintwork.
• Quickshine QD Quick Detailer Quick detailer spray for fast finishing and light contamination removal.
• Hard Coat Sprayable Ceramic Coating Sprayable ceramic coating creating a durable hydrophobic barrier against the elements.
• REPEL Advanced Glass Sealant Advanced glass sealant and rain repellent for superior glass protection.
• Project 64 Spray Gloss Enhancer Spray gloss enhancer offering colour enhancement and hydrophobic properties.
• Abyss Synthetic Paint Sealant Liquid synthetic paint sealant providing long-lasting protection for paint and trim.
• Ceramic Shield Pro 5-Year Ceramic Coating Professional-grade titanium ceramic coating delivering up to 5 years of vehicle surface protection.
• Ceramic Shield Lite 3-Year Coating Ultimate protective ceramic layer safe for gloss, satin, and matte painted surfaces; up to 3 years durability.
• Ceramic Shield Wheels Wheel Coating Premium titanium ceramic coating engineered specifically for alloy wheels and brake callipers.
• Ceramic Shield Glass Coating Advanced ceramic formula engineered to bond chemically with glass surfaces, delivering up to 2 years of protection.
• Ceramic Shield Trim Restorer and Coating Premium ceramic coating for long-lasting protection and revitalisation of vinyl and plastic trim surfaces.
• Ceramic Quick Detailer Ceramic-infused quick detailer for rapid finishing with ceramic protection.
• Interior Detailer Interior detailing spray for cleaning and refreshing interior vehicle surfaces.
• Top Gloss Instant Wax Drying Aid Instant wax drying aid for streak-free drying and added paint protection.
• Very Cherry Acid Wheel Cleaner Acidic wheel cleaner with strong formula that tackles baked-on brake dust.
• Wheel and Tyre Cleaner All-in-one cleaner designed to easily restore wheels and tyres.
• Machine Polishing Pads 150mm Professional-grade 150mm machine polishing pads for use with all polisher types, tailored for cutting to finishing stages.
• Leather Brush Round leather cleaning brush with ergonomic oak handle for leather, vinyl, and fabric surfaces.
• Heavy Duty Interior Brush Heavy-duty interior brush for scrubbing stubborn dirt and grime from upholstery and trim.
• Flexible Wheel Brush (Large) Flexible brush reaching intricate wheel designs without scratching.
• Woollen Wheel Mitt Wheel cleaning mitt for gentle yet effective wheel cleaning.
• DBS Pro Detailing Brush Set Ultra-soft detailing brush set for delicate interior trim, grilles, and badges, providing scratch-free cleaning.
• Trim & Tyre Dressing Waffle Applicator Contoured applicator for applying tyre dressings and trim products.
• Super Plush Velvet Edged Buffing Towel Premium microfibre buffing towel with velvet edge for scratch-free polishing and finishing.
• Deluxe Edgeless Buffing Towel Edgeless microfibre buffing towel for professional-grade paint finishing without scratching risk.
• Edgeless Super Soft Buffing Towel 5-Pack Super soft edgeless buffing towels sold in 5-pack for gentle paint finishing.
• Interior Scrub Pad Interior cleaning scrub pad for deep cleaning upholstery and interior surfaces.
• Ceramic Shield Micro Suedes (5-Pack) Micro suede application cloths for ceramic coating application, sold in 5-pack.
• Ceramic Shield Coating Applicator Block Applicator block for ceramic coating application.
• Microfibre Wax & Sealant Applicator Microfibre applicator pad for wax and sealant application.
• Microfibre Coating Applicators (5-Pack) Microfibre coating applicators sold in 5-pack for ceramic and coating product application.
• Autobrite Interior Upholstery Sponge Interior upholstery sponge for cleaning car interior surfaces.
• Premium Glass Towel (2-Pack) High-quality microfibre glass towels for streak-free glass cleaning and drying.
• Multi-Purpose Trigger (Spray Head) Replacement trigger spray head for dilution bottles and spray applications.
• Decontamination Bundle Bundle deal combining decontamination products at a discounted price (£49.46, was £54.95).
• Professional Detailing Service State-of-the-art facility in Stoke-on-Trent offering professional detailing services for vehicles.
• Trade Accounts Program Dedicated trade pricing and access programme for professional detailers and automotive businesses.
• Approved Detailers Network Directory of approved professional detailers using Autobrite Direct products, providing referrals to end customers.

Quantifiable outcome

• Ceramic Shield Pro coating provides up to 5 years of surface protection per application
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Technical Brands UK & Ireland LtdcoreOthersTechnical Brands UK & Ireland Ltd trades as Autobrite Direct. This is the operating entity and parent company structure under which Autobrite Direct operates as a brand. The entity owns and manages the Autobrite Direct brand, formulations, and operations. In 2026, new ownership of Autobrite Direct was announced under this entity.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sonax: German-based premium car care manufacturer with global distribution. Comparable product categories and professional detailer focus but with broader international footprint and larger scale.
• Meguiar's: Large global car care brand with extensive product portfolio across consumer, professional, and detailing segments. Comparable product categories but vastly greater scale, distribution, and marketing reach than Autobrite Direct.
• Turtle Wax: Mass-market global car care brand with wide retail distribution and broad product range. Comparable in product categories (shampoos, polishes, coatings) but operates at significantly larger scale and mass-market price points.

Direct peers

• Chemical Guys: US-based car care brand offering a comprehensive range of cleaning, detailing, and protection products via DTC e-commerce. Directly comparable in product breadth, enthusiast-targeted marketing, and multi-channel distribution.
• Autoglym: UK-based premium car care and detailing products manufacturer with deep professional and consumer reach. Highly comparable to Autobrite Direct in product portfolio (shampoos, polishes, ceramic coatings), heritage, and UK-centric distribution.
• CarPro: South Korea-origin detailing brand specializing in ceramic coatings and professional-grade car care. Comparable in ceramic-coating focus, professional detailer channel, and premium enthusiast positioning.
• Angelwax: Scottish-based premium car care brand offering waxes, coatings, and detailing products. Comparable in scale, UK heritage, premium niche positioning, and enthusiast/detailer customer base.
• Bilt Hamber: UK-based car care manufacturer producing in-house formulated cleaning, decontamination, and protection products. Comparable in product range, in-house formulation approach, and UK distribution model.
• Gtechniq: UK-based manufacturer specializing in ceramic coatings and high-end car care products for professional detailers and enthusiasts. Directly comparable to Autobrite Direct's Ceramic Shield line and pro-channel focus.
• Koch Chemie: German-based professional detailing products manufacturer with strong global detailer community following. Comparable in professional-channel focus, formulation depth, and premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/AutobriteUK
• Facebookfacebook.com/autobritedirectireland
• Instagraminstagram.com/autobritedirect
• TikToktiktok.com/@autobritedirect?lang=en
• LinkedInlinkedin.com/company/autobrite-direct

Revenue estimate

Valuation estimate

Number of profiles

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 AUTOBRITE DIRECT LIMITED