Northumberland firm D-Line enters latest global market

Cable management specialists D-Line have grown their export sales thanks to support from a UK retail giant

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

A Northumberland manufacturer which accrues more than a third of its sales through exports has now entered its 21st global market, on the back of support from UK retailers.

D-Line, the Seaton Delaval-based cable management solutions specialist, is already active in most European countries and also has customers in the US, New Zealand, South Africa and Australia.

Now the firm, which employs more than 20 people, is making its move into Croatia with its trunking products – aesthetically-pleasing covers to tidy away cables and wires – thanks to the backing of retail giant B&Q which is aiding consumer confidence in the company.

Ruddick said the ever-growing popularity of electrical goods, in homes and workplaces, is also buying business in the UK and all around the world.

Formed in 2006, the company is now targeting turnover of £3m, £1.2m of which is from overseas sales, and Ruddick said the figure is more than achievable, given the rising necessity for his firm’s products.

He said: “Croatia is the 16th European market into which we have taken D-Line, and the 21st worldwide. The key to that growth is that first and foremost we have shown demand in the UK. The way that B&Q and others have adopted our home grown innovations has been a major factor.

“Our products address the needs of people in every developed country in the world, and the backing of such major names as B&Q has been hugely important in growing the brand outside of the UK. We have now supplied enough decorative trunking to reach our distributor in New Zealand.

He added: “When buyers for foreign retailers see how we have been received in the UK market, and the key retailers which stock our products, it opens doors and helps us to replicate that success elsewhere. In homes all around the world, the amount of cables which need managing is growing and we are quickly becoming a global player in providing simple to use and install products which help hide cables and tidy wires.”


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