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Tyneside-based cable management company launches first TV ad campaign across Tyne Tees

D-Line, the Tyneside-based cable management specialist, is aiming to continue its growth, with new products being developed to increase its offering to the UK and 20 overseas markets.

The company now employs 26 staff at its base in Seaton Delaval, Northumberland, producing a wide range of products which help home owners as well as electricians to tackle cable management issues.

The company is on target to achieve £5m in turnover this year, and launches its first ever TV advertising campaign on Monday (February 23) with 35 slots in the Tyne Tees region.

Founded by former electrical consultant Paul Ruddick to offer alternative ways of hiding cables, D-Line provides solutions for when it doesn’t suit professionals and home owners to lift up floors or channel behind walls.

Mr Ruddick created the company in 2006 after spotting the opportunity for a range that could sort cables at both his work and home.

The first product was a D-shaped decorative trunking, and this created the basis for a revolutionary suite of products so now tradesmen and homeowners can tackle cable problems in ways that are not just easy to fit, but blend with décor.

D-Line’s products are sold in some of the UK’s best known electrical and trade retailers, including Screwfix, B&Q, and leading electrical wholesalers.

D-Line is aiming to build upon a record turnover in 2014 of £3.4m, 40% of which is from export markets. The investment in TV advertising is a new venture for D-Line, aimed at highlighting the way its products improve the aesthetics of a home.

Paul Ruddick said: “2015 is going to be another year of growth for D-Line; more development work to build upon our existing popular group of products, growth in turnover and increased employment are driving us towards our tenth anniversary year.

“If the TV campaign helps make people in North East more aware of our solutions then we’ll be delighted!

“How to route cables and address cable chaos is common across the world, and a reason why D-Line products is now popular in 21 countries, and creating jobs in the North East.

“The support of retailers in both the trade and domestic markets , has not only been key in helping us to grow in the UK, but also to move into these other foreign markets, where buyers have seen the backing of major UK names as a sign of our quality and potential.”

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