Andy Lee, Secusafe.

Sydney-based security products distributor Secusafe, established in 2007 in a modest warehouse in Auburn, now has branches in Melbourne and Brisbane, in addition to its brand-new office and warehouse facility in Seven Hills.

As one of the largest importers and distributors of world-class CCTV surveillance products to the security sector in Australia, the Secusafe team is able to stock and support over 600 different electronic security products, according to managing director, Andy Lee.

“Our strategic focus is on the Dahua product range of which we hold around $A4 million of stock, and we are seeking resellers,” he said. “In the early days it was hard work building customer relationships from the ground-up, but the company has really hit its stride now.

“In the 3 years to December 2019 we saw an increase in revenue over 40 per cent which placed us in a strong position moving into 2020. We are aiming to grow revenue by at least 50 per cent in 2020 and as of June we’re tracking well to reach that target.

“The year 2020 hasn’t been without its challenges across the local economy, however, Secusafe has shown immense agility in pivoting to smart artificial intelligence (AI) products which are rapidly becoming a hot commodity, particularly in response to COVID-19. Having witnessed unprecedented changes in the market previously, thanks to the GFC, Secusafe took a strong stance on protecting its cash flow in the first half of 2020.”

According to Lee, “you must first apply your own oxygen mask before assisting others and to be honest, the majority of our customers embraced our stringent cash controls well.”

Lee said highlights of Secusafe’s journey to date include appointment as national distributor for the Dahua brand in Australia, the expansion of capital investment totalling $A3 million across 3 states, Silver Corporate membership of the ASIAL and the development of a reputable, reliable technical sales and service support team.

“Being appointed Dahua’s national distributor was an incredible win for Secusafe and for me personally, but it couldn’t have been achieved without our team of dedicated and specialised personnel,” Lee said. “I am lucky to lead a team that rallies together to deliver unrivalled service and support.”

According to Lee, Secusafe is feeling positive about the future with more direct relationships with system integrators in the pipeline, strong growth in Dahua product revenue and the seemingly endless opportunities around the evolving security products landscape in light of the COVID-19 pandemic.

“The team is seeking to expand the Dahua reseller footprint across the state and nationally, and we welcome any interested parties to lodge an expression of interest,” Lee said. “Some say the number 13 is unlucky, but in Secusafe’s case, our thirteenth year may just be the best one yet.”

For any further information about Secusafe’s product range or Dahua distribution, please email sales@secusafe.com.au

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