One of Ireland’s leaders in keys and security hardware, Central Key & Hardware Co, champions traditional service values; the master key to business growth.
Central Key & Hardware Co supplies more than keys. Far more. The Dunboyne wholesaler sells every lock and key blank imaginable, plus key machines, to over 1,000 customer accounts across Ireland. Recently the company expanded into Dorma door closers, Codelocks digital door locks, Technomax safes, Joma post boxes, L&F cam locks and many more, making it a serious ‘one stop shop’ for security products and related hardware.
At heart, Central Key is committed to old-school values, continually enhancing service and extending ranges. All to meet changing customer demands in a rapidly-evolving security industry. “We are always identifying new markets, opportunities and ways to offer more for our customers,” Managing Director John Parkes confirms.
Launched in 2023, the B2B web shop epitomises this ethos. Listing 12,000 products at a click, the virtual shop is the easy solution for trade counters asked to source ‘weird and wonderful’ items. Which may range from convex mirrors to crash posts, floor door closers, bathroom lever handles to underfloor safes. Prices, accurate availability and technical information is accessed in seconds.
Raised in the trade
In 1969 Ken and Rita Parkes opened their small traditional hardware store, Central Hardware Ltd, in a Dublin City Centre Georgian building.
Their son John recalls the family lived above the shop. “I spent my childhood immersed in the business. The early years were a struggle, but our commitment to customers helped us establish and grow.”
The store began to specialise in locks and keys and registered its current name.
Roll on 1996 when John purchased the company and began a programme of expansion. “Within five years, our talented team outgrew the shop, and we moved wholesale operations to our Dunboyne site.” explains John.
This modern, purpose-built warehouse, with its welcoming reception area and excellent access to the M50, has enabled significant efficiencies, helping expand the sales and customer base. “We now see ourselves as the premier supplier of locks and keys in Ireland.”
The Dublin City shop remains pivotal, operating as a trade counter providing a ‘Bench Locksmith’ service to the hardware trade, specialist key duplication, master key and restricted key systems.
Best brands, bespoke for Ireland
Confidence is security. Which is why, from the outset, the company emphasised quality brands and the right product for the job. “The end user really wants security they can trust,” states John. “Back in the day, our lecturer at the Irish Hardware Course in the College of Marketing and Design, Paddy Hart, wisely said: ‘The bitterness of poor quality remains long after the sweetness of low price is forgotten.’ This is more important than ever.”
Early on, Central Key secured the prestigious Silca agency; a strong foundation to build on. Italy-based Silca are one of the world’s biggest key blank manufacturers, offering premier quality and range in key blanks and machinery.
Until the 90s, the business sold predominantly Yale, Union and Basta key blanks. Now, with new keys and locks constantly coming onstream, much time and effort is spent ensuring the keys customers need are in stock.
Though recognised for supplying popular ranges in standard sizes, Central Key also stock the unusual and hard to find. Like Euro Cylinders; much asked for in hardware stores around Ireland. Due to the variety of doors now available, the business sees increasing demand for non-standard sizes. In the Dunboyne warehouse, all sizes can be assembled and sent next day.
Another example of responding to Irish demand: selling bike helmets alongside ABUS bicycle locks. Receiving the agency for ABUS locks in 2004.
Securing customers through service
“Because we began as a small wholesaler, some larger hardware retailers sometimes may not regard us as a big distributor. Another perception is that we are just keys. That mindset changes once they do business with us and appreciate our range and service.” Today’s hardware retailer must be expert in many categories “We see ourselves as their technical arm regarding locks and keys, offering specialist advice and support.”
“To provide an excellent customer experience, we go the extra mile. We understand the frustration of spending ten minutes on the phone trying to get through to a human.”
Central Key are involved in many high-profile projects for hospitals, wind farms, schools and the like, dealing through the local hardware merchant. “Where we are very valuable is in situations where a large master key is needed. Some retailers shy away from this. We recently started work on one system valued at €250,000 over the next 10 years.”
Central Key & Hardware offer their customers:
- A QR code on key blank display boards linking to a comprehensive cross reference guide, with a second QR code to access the B2B catalogue with a full range of security products.
- Key machine calibration and servicing with loan machines.
- Bespoke key blank display boards: the ideal display solution for the most popular key blanks used in Ireland.
As John explains, “We use key blank display boards with blanks that are regularly used here in Ireland. Otherwise, it only causes confusion and makes selecting correct blanks difficult and time consuming for busy trade counters offering multiple services. Our bespoke Irish solution is really well received and gives us a competitive edge. For example our boards have Munster Joinery and An Post Post Box key blanks.”
Eyes on the future
Longstanding supplier relationships help the firm stay abreast of industry developments.
“Manufacturers regularly keep us up to date. We visit them to get the latest news and products and do the best deals for customers”. While retailers are seeing more smart locks entering the field, in Ireland physical security is always preferred for reliability. John believes we will still use physical keys for many years to come. “Hence our big investment into key machinery.”
Central Key is demonstrating three new key cutting machines at The Hardware Show in February, including the Silca Poker Plus precision machine that cuts automatically using laser technology. Sustainability is also behind recent developments. The company sells massive quantities of door handles supplied on plastic clam packs for retail display. Central Key have launched a programme using cardboard display boxes to reduce single use. ABUS is rolling out something similar.
Key asset
Central Key employs 15 people, including three mobile sales and service specialists.
“It’s in our DNA to ensure all employees are customer-focused. Having spent time behind a retail counter, I understand the demands on trade counter staff, so our team are well trained, helpful and knowledgeable.”
Central Key invests time and money on the resources enabling staff to answer technical questions rapidly. Staff are experts in dealing with queries regarding key identification, cross references, stock queries, and dimensions for special orders of safes or padlocks, and much more.
“We are very fortunate to have excellent skilled, experienced staff happy to share their knowledge, including many long-serving colleagues. I believe people thrive in the right work environment. I like to think that’s what we offer.“
Building B2B awareness
As a wholesaler, business to business works best for generating sales. Private Security Authority accreditation and a strong track record also build reputation.
The product catalogue is essential. However, the rate of product innovation is so rapid that it is virtually outdated the day it’s printed. This is where the very successful web shop is a game-changer. New products, technical information and wholesale prices are added as they change.
Downturns and upsides
Despite a competitive landscape, Central Key still see year on year growth reflecting the retail market. This sector benefits greatly from the absence of seasonal and other fluctuations.
“During boom times, locks and keys are needed for new builds and company expansions, while in downturns, crime increases spurring demand.” Growth is so healthy that two more sales representatives are being recruited.
Successful survivor
Central Key & Hardware has gone from strength to strength. “There is no secret; our focus is to be service-oriented in everything we do. In a world where many firms prioritise shareholders, we’re fully aware that if our customer is not happy, we’re out of a job!” The business can also rely on the strength of substantial stocks. This means staff can process very large orders and contracts with ease. Crucially, “our proven track record is the bedrock of our success. Customers knowing they can depend on us as a trusted supplier simplifies things.”
USP and a top tip
Have excellent Customer Care in all its aspects, tailored to the Irish market. Please maintain your key machine. 50% of those received for service lack regular cleaning and lubrication.
For more information visit www.centralkey.com
