Two Decades of DDS

Most of the DDS team celebrating

We’re excited to celebrate a major milestone - 2025 marks 20 years in business for DDS (Digital Direct Security). Founded in April 2005, DDS has grown into a trusted distributor and customer support provider for CCTV and alarm systems. Over the years, we've expanded our offerings to include access control, door entry, and fogging systems.

Where It All Began

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.” This commitment to customer support is a cornerstone of DDS’s ongoing success and continues to earn us recognition and praise, one of these being nominated for distributor of the year at this year’s PSI 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!

A Surge Forward For Security

Rewind to the early 2000s, when the internet was still a novelty and social media was just finding its voice, CCTV technology was beginning to surge forward, becoming smarter, more accessible, and more essential than ever.

In those early days, OEM cameras did the job for DDS. But it didn’t take long to notice a shift of customers desire for branded products. Therefore, the decision was made to introduce Uniview to our lineup, a bold move that catapulted DDS into a new era of innovation. As Uniview charged forward in IP technology and smart surveillance, DDS grew rapidly alongside them. 

With momentum on our side, we ventured into the alarm systems market. Enter Ajax Systems: a sleek, smart, tech-forward brand that was shaking up the industry. “I saw the potential,” says Afzal. “I took the leap and brought Ajax onboard. It was a risk, but one worth taking.” And he was right. Today, Ajax stands tall as one of the most respected names in security.

We’re still growing…

In recent years, we’ve proudly added Comelit-PAC, UR Fog, and Hanwha to our offering - ensuring we continue to bring the latest innovations to our customers, all backed by the same expert support that DDS has been known for since day one.

So, When Are the Main Celebrations?

This year, we’re excited to be hosting a special 20th Anniversary BBQ at DDS HQ on the 20th June in Huntingdon, Cambridgeshire! We’re inviting all our valued customers and suppliers to join us for a day of great food, music, games, and new product demonstrations. It’s a fantastic opportunity to connect, celebrate, and show our appreciation for our customers' continued support over the years. If you’d like to join us in these celebrations then you can RSVP here.

Keep Your Eyes Peeled

We’ll also be offering a series of special promotions and giveaways throughout the next couple of months. The best way to keep updated with these is through our social media channels or mailing list. Please email media@digitaldirectsecurity.co.uk if you’d like to be added to these. 

A BIG Thank You

“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.”