Apollo Fire Detectors Limited is an international market leader in providing world-class fire detection solutions.

As such, Apollo faces the constant challenge of finding new ways to respond to the changing demands of its customers and markets.
In rising to these challenges, innovation is central to Apollo’s success. It recently completed a strategic review and rebranding of its entire business to continue to support its ambitions for growth.
Commenting on the strategic review, Michelle Agius, Apollo’s sales and marketing director, said: “Apollo is building on its strengths by placing more emphasis on the things it does well: supporting system sales through panel OEMs and nurturing strategic partnerships; diversifying into new markets to maximise opportunities in sectors such as marine, off-shore and transportation; and consolidating its international presence.
Apollo has an established presence in Ireland, the US, China, Spain and Germany, and is planning to open a further three offices in the next 18 months in Russia, India and the Middle East.
These offices are being strategically positioned to provide technical, engineering and training support to existing customers, rather than acting as sales outlets that would compete. Apollo will therefore continue to support its customers and representatives in partnership.
“This is a key differentiator for us,” says managing director Danny Burns. “It is estimated that around 80 per cent of the global detector market by value is served by suppliers. In other words, most suppliers ultimately compete with their own customers. Apollo simply doesn’t operate like this, which makes us the partner of choice.”
Since its introduction to the region in 1980, Apollo has had a long and successful history in the Middle East. It has a network of loyal distributors, including Telectron in Abu Dhabi, Nar Koob in Iran, New Age in Dubai and Khayber Trading in Bahrain, and is well-known by specifiers and end-users in the area for its strong support offering.
Kim Williams, export sales manager for Apollo in the Middle East, India and Africa, believes that educating the market on Apollo’s new products, particularly its intelligent ranges, will play an important part in its Middle Eastern strategy.
New products that are planned to come on stream in the Middle East include XPander, a range of wireless fire detectors connected to an intelligent loop for use when wired detectors are impractical or undesirable, and the XP95 range of point flame detectors.