Safety in Numbers: Celebrating Secusafe’s Success

Sydney-based security products distributor Secusafe Pty Ltd are all smiles as they reflect on their success to date. Established in 2007 in a modest warehouse in Auburn, they now boast branches in Melbourne and Brisbane in addition to their 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 are able to stock and support over 600 different electronic security products. Their strategic focus is on the Dahua product range of which they hold around $4 million of stock. It has not always been smooth sailing for Managing Director Andy Lee. “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 three years to December 2019 we saw an increase in revenue over 40% which placed us in a strong position moving into 2020. We are aiming to grow revenue by at least 50% 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 their cash flow in the first half of 2020. As Andy Lee remarked, “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.”

When asked about the highlights of the Secusafe journey to date, Andy Lee had plenty to share including appointment as national distributor for the Dahua brand in Australia, the expansion of capital investment totalling $3 million across three 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. I am lucky to lead a company who rallies together to deliver unrivalled service and support” reflected Mr Lee.

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

For any further information about Secusafe’s product range or Dahua distribution, please email