North East based manufacturer celebrates reaching £100m sales ‘milestone’

From a sketch made at a kitchen table in Whitley Bay to an internationally operating design and manufacturing business, this week D-Line cable management topped a cumulative £100m sales.

Since launch of its “easy to use, look great” products, to hide cables in homes and workplaces, adding up sales of the patented lengths could twice circumnavigate the globe; though you might not notice, as D-Line specialises in hiding cables in ways that blend with decor.

Company founder Paul Ruddick commented: “From working as an electrical product consultant I respected how it was often impractical to bury cables behind walls.

“And as a homeowner, with cables and socket extensions in every room, it seemed incredible that the only option to contain cables were blocky strips of unfashionable looking white plastic developed in the 1950’s. Our launch in 2006 confirmed D-Line’s design-led innovations as long-overdue, and that the opportunity was global.”

Over the years the company has continually increased sales, across more than 20 countries, with turnover now approaching £20m annually. The North Shields business employs 80 staff, with subsidiaries in Kentucky USA, and the Netherlands.

Products are ‘Made in UK’ and sold via DIY retailers, online specialists, and trade outlets. D-Line’s commitment to ongoing innovation and excellence has led to an “exceptional” three consecutive Queens Awards.

While keeping to its original design ethos, trades appreciate how clients “love the no fuss installations” from using D-Line products, which make surface mounted cable routing a “more attractive option”.

D-Line has also invented “market-leading” ranges of fire-rated cable supports, and will soon launch solutions to enable EV-cables to safely cross pathways, eliminating an often cited obstacle to EV-ownership amongst terraced householders.

Paul added: “Surpassing £100m sales is a milestone achievement that’s testament to having a great team and fantastic products. D-Line’s vision is a world of opportunity and, with accelerating prospects, we’re aiming to surpass £200m by 2027. That’s plenty to keep us motivated!”

By Matthew Neville – Senior Correspondent, Bdaily

• Add me on LinkedIn and Twitter to keep up to date
• And follow Bdaily on Facebook, Twitter and LinkedIn
• Submit press releases to editor@bdaily.co.uk for consideration.

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →