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About Us

Who We Are:

Established and trading online since 2005, Safe Fire Direct is one of the UK’s leading independent suppliers of brand name, high quality Fire Safety Products. SFD have serviced over 44,000 registered customers.

Our mission statement is simple: Give our customers the products they want, when they want them and at the right price. We understand the importance of customer service and the trust customers place in us to fulfill their expectations. We never stop looking for ways to improve our customer’s experience with us.


Our product portfolio is now the largest in the UK; we offer our customers over 1500 individual products and our portfolio grows every day. It includes high quality Fire Extinguishers, Smoke Detectors, Fire Control Equipment, Labels, Batteries and Installation equipment.

As an established Fire alarm Service and Installation Company we pride ourselves on all our products having been personally selected with an emphasis on quality!


At SFD we appreciate our customers have busy lives! This is why we’ve invested in building a website that allows them to securely manage their accounts outside of ‘normal’ office hours. It’s the customer-empowering approach that ensures we keep our customers happy. We endeavour to make our website as user-friendly and as informative as possible, with complete product descriptions. But we’re always open to suggestions as to how we can improve!

Orders can be placed securely, on-line, 24 hours a day 7 days a week, and we have a FREE Mainland UK delivery option for all orders over £49.99 + vat. Orders placed before noon each weekday are shipped same day.

If you require assistance choosing a suitable product, our friendly and knowledgeable advisors are on hand Monday to Friday, 8am to 5pm. Please call us on 0800 955 3600 or email us - we're happy to help.

Safe Fire Direct™ is a trading name of Safe I. S. Ltd - Registered in England & Wales as Company No 655 4594 - VAT No GB 942 0514 51