Northumberland-based cable management firm D-Line targets £5m turnover

The Seaton Delaval business is aiming for local and global growth in the niche market of managing cables

©Neil Denham D-Line founder Paul Ruddick (right) with Paul Woolston and Jeremy Middleton of investors Middleton Enterprises
D-Line founder Paul Ruddick (right) with Paul Woolston and Jeremy Middleton of investors Middleton Enterprises

Cable management specialist D-Line is track to turn over £5m this year after developing new products for customers in the UK and overseas.

The Seaton Delaval-based company, which employs 26 people, specialises in products which hide cables when it is not viable for businesses and homeowners to lift up floors or channel wires behind walls.

The firm, which sells into 20 overseas markets, has launched its first ever TV advertising campaign with 35 slots in the Tyne Tees region.

And founder Paul Ruddick, a former electrical consultant, believes the firm is on course to reach record turnover with new products being developed to increase its offering.

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.

Mr 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.”

Mr Ruddick created the company in 2006 after spotting a gap in the market 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 range of products which tradesmen and homeowners can use to tackle cable problems, helping them to blend in with decor.

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


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