DDS (Digital Direct Security) is celebrating a major milestone as 2025 marks 20 years in business. Founded in April 2005, DDS has grown as a trusted distributor and customer support provider for CCTV and alarm systems and, over the years, expanded its portfolio to include access control, door entry, and fogging systems.
DDS began with humble beginnings, with the founder, Afzal, personally handling every aspect of the business, from sales and support to warehousing, accounts and marketing, while initially only offering analogue CCTV solutions.
“From the outset, my vision extended beyond simply being a security retailer; I wanted to create a true customer support hub for security installers, providing exceptional service, training and expertise,” says Afzal.
This commitment to customer support is a cornerstone of DDS’s ongoing success and continues to earn the business recognition and praise, one of these being nominated for distributor of the year at this year’s PSi Premier Awards. Today, the company has grown to a team of 16 dedicated specialists in key roles, yet Afzal remains grounded, still working from the very same seat in the main office where he started in 20 years ago!
“Our 20-year journey has been a true testament to the dedication of our incredible team, loyal customers, and trusted partners,” says Afzal. “We’re excited about the future as we continue to innovate, grow, and deliver the 5-star service our customers deserve for many years to come.”
Later this year, DDS will be hosting a 20th Anniversary BBQ at its HQ on the 20th June in Huntingdon, Cambridgeshire. They will be inviting all their valued customers and suppliers to join for a day of great food, music, games, and new product demonstrations – an opportunity to connect, celebrate, and show their appreciation for their customers continued support over the years.
