FireAngel, who are we?

FireAngel makes products that save lives. It is a simple philosophy.

We are a company with market leading products with brands everyone can trust. We aspire to be the company of choice for our customers’ home safety product needs of today and tomorrow.

What we do

Everything we do is focused on providing market leading smoke detectors, carbon monoxide detectors and other home safety products. We believe everyone should be properly protected with affordable and reliable home safety products.

We work with passion and seek to inspire those that work for us in the same way. We encourage our staff to ‘make a difference’ to our business every day.

Key Facts

Our Brands

FireAngel’s range of products is comprehensive, allowing the Group to tailor its smoke alarms, CO alarms and accessories to suit its customer needs at various price points under the following brands:


The UK’s No1 Retail brand and the brand of choice for over 90% of UK’s Fire and Rescue Services. Within European markets the FireAngel brand is targeted at the Trade customer


AngelEye. Launched in 2012, FireAngel sells smoke alarms and CO detectors predominantly into the French market under AngelEye. AngelEye has become a leading brand targeted at the DIY channel in France and is also sold in UK Retail by Sainsbury’s


SONA. A new, energy saving mains powered range of smoke and heat alarm products plus CO detection that are market leading and which can be wirelessly interconnected with up to 50 products on a single wireless network


FireAngel Pro. Mains-powered smoke alarms with a 10 year, sealed for life lithium battery back-up. Modern design, quick fitting, tamper-proof mounting plate which locks the alarm head securely in place. Mounting plate has wide, easily accessible connection to the mains feed. Cable knock-out allows for compatibility with YT2 cable trunking


Pace Sensors. CO sensors used within FireAngel’s CO products are developed by FireAngel and Pace Sensors, FireAngels’s wholly owned subsidiary in Canada. Pace Sensors’ CO sensors are used within all FireAngel, AngelEye and Pace Sensors’ CO detectors and certain First Alert branded CO detectors

Our worldwide operating locations

Our Board of Directors

Graham Whitworth
Graham WhitworthExecutive Chairman
Prior to investing as a seed investor in FireAngel, Graham developed a diverse set of international business skills from the corporate boardroom to his own start up. Graham has worked in a number of technology businesses, initially in engineering and then IT based design technology roles, where he led a number of strategic initiatives and directed many multi-million Dollar contracts with leading blue chip companies across a diverse set of industries with ComputerVision Corporation, a leading US CAD/CAM provider. From the late 1980s Graham was Sales Director, Managing Director and then Executive Vice-President, before leaving in 1997. In 1998, Graham started his own company which he later merged with Division Plc where he became Managing Director before disposing of the enlarged business to Parametric Technology in 2000. Graham led the original Sprue IPO and until February 2015 was the Group Chief Executive and Chairman; he is the now Executive Chairman.
Neil Smith
Neil SmithGroup Chief Executive
Neil has a background as a successful senior leader with strategic retail and brand experience gained at market leading blue chip, multi-channel businesses spanning Kingfisher plc (B&Q), Halfords Group plc, Home Retail Group plc and Boots Retail Group. In addition, Neil has extensive knowledge and success of Far East sourcing, brand development and international retailing. Neil holds a degree in Business Studies and a Diploma in Marketing.
Nicholas (‘Nick’) Rutter
Nicholas (‘Nick’) RutterChief Product Officer
Nick is one of the co-founders of FireAngel; he began his career with FireAngel as Technology Director before being appointed Managing Director in 2008. Nick’s design skills and product vision have fundamentally shaped FireAngel’s product offering and brand strategy. Nick is also responsible for the development of the Group’s product technology and design. Prior to co-founding FireAngel, Nick achieved a BA in Industrial Design from Coventry University and worked as a product designer based in Hong Kong, designing portable audio products for Philips.
William Payne
William PayneNon-Executive Director, Senior Independent Director
William joined the FireAngel Board in 2000 and acted as its finance director until January 2010. William is a partner at chartered accountants, Wilkins Kennedy LLP, where he acts for a broad range of clients across various industry sectors, providing audit and assurance advice to clients as well as assistance in planning, reporting and compliance. Having obtained an accounting degree from Exeter University, William qualified as a chartered accountant with what is now part of KPMG in London. William was made a partner at WH Payne & Co in 1991, prior to its merger with Wilkins Kennedy LLP in 2003. William is also a director of a number of companies, including Ariana Resources plc, which is quoted on AIM.
Ashley Silverton
Ashley SilvertonNon-Executive Director
Ashley was appointed to the Board in February 2011. Ashley has worked for Brewin Dolphin and its predecessor firms for more than 25 years and has represented Brewin Dolphin at the National Association of Pension Funds. Having joined a City based stockbroking partnership after graduation, he was elected to Membership of the Stock Exchange in 1985 and is a Fellow of the Chartered Institute for Securities & Investment. Throughout his career Ashley has specialised in investment management for private clients and charities. Ashley has served as a committee member of the FTSE/WMA Private Investor Indices. Ashley was previously Head of the Brewin Dolphin London office and a member of the Advisory Board.
John Shepherd
John ShepherdNon-Executive Director
John began his career at British Aerospace where he held various systems and software engineering management positions. In 1990, he joined Smiths Industries where, as Managing Director of the Smiths Detection division, he was responsible for building a world leading transport, security and military detection systems business. Subsequently, he was appointed as Chief Executive of First Technology Group plc where he built up a substantial gas sensor and detection systems business prior to the company being acquired by Honeywell. Since 2008 until his retirement earlier this year, John served as Chief Executive of Synectics plc, an AIM quoted leader in the design, integration, control and management of advanced surveillance technology and networked security systems.