Integration of Channel Smarter Safety

Deta is very pleased to announce that effective from 1st January 2022, the Channel Smarter Safety trading division will become a fully integrated part of Deta Electrical.

Deta is very pleased to announce that effective from 1st January 2022, the Channel Smarter Safety trading division will become a fully integrated part of Deta Electrical.

Channel Smarter Safety has largely operated independently of the wider Deta business since its acquisition by Deta in 2015, up until May 2021, from which point Channel’s external sales team assumed responsibility for promoting and supporting the Brackenheath and Briticent brands.

The full integration of Channel alongside the Brackenheath and Briticent brands from 1st January 2022 supports the establishment of two newly created divisions of Deta Electrical as follows:

Core Electrical

A specialist electrical wholesale sales, comprised of two long established brands, led by Don Simler, Sales Director:

  • Deta has a pedigree dating back 60 years in the manufacture and supply of high quality, value for money wiring and electrical accessories suitable for residential and commercial applications.
  • Deta TTE combines the former Top Tubes Electrical and Stephen Glover businesses, with over 50 years experience in supplying cable management systems to major projects in the UK, Ireland and worldwide.

Lighting, Fire & Safety

A specialist electrical wholesale division, comprised of three long established brands, led by John Humphery, General Manager:

  • Brackenheath has remained at the forefront of LED lighting technology, evolving its reputation as a supplier of innovative domestic and commercial lighting products.
  • Briticent has enjoyed over 100 years of successful trading, offering a fully comprehensive range of highly commended site electric solutions.
  • Channel has been the wholesaler’s ‘go to’ supplier for safety systems for over 40 years, developing a broad and extensive range of product solutions in emergency lighting, fire detection and security systems.

The full integration of Channel alongside the Brackenheath and Briticent brands from 1st January 2022 and the creation of the Core Electrical and Lighting, Fire and Safety divisions will deliver additional value to our wholesale partners alongside a number of key benefits, to include:

  • Access to an extensive range of electrical products to include wiring and electrical accessories, cable management systems, lighting, fire and safety products.
  • A dedicated sales and customer support team for each division, with expertise in their associated product categories and brands.
  • A ‘one stop shop’ of trusted brands for all residential and commercial projects.

"This is a very exciting time for our business with the segmentation of our core brands into specialist divisions, and follows our move to a new, purpose built head office and central distribution centre in 2020. These milestones provide Deta Electrical with a firm foundation to continue offering best in class products, service and support to its valued customers", says Gerry Barnett, Managing Director.

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