EZVIZ is set to land in major retailers across Australia and New Zealand this month, confirming Directed Electronics’ push to rebuild momentum in the smart home security market after losing the Eufy distribution deal.

The global smart home brand will launch across JB Hi-Fi and Harvey Norman in Australia, and Noel Leeming and Harvey Norman in New Zealand, with a range covering indoor and outdoor security cameras, smart doorbells, smart door locks and a smart display for managing connected devices.

The launch follows ChannelNews’ report last month that Directed Electronics had secured the Australian distribution rights for EZVIZ, setting up a battle with Eufy, Reolink, Swann, Ring, Arlo and Google Nest.

EZVIZ is also planning to expand its ANZ portfolio in 2027, with robot vacuums, robot washers and a robotic lawnmower expected to be added to the range.

Founded in 2013, EZVIZ entered the global market in 2015 with smart security cameras. The company claims it reached 10 million registered app users within its first year and now has more than 100 million active app users and 360 million connected IoT devices worldwide.

The company is positioning itself as a lower-friction alternative to brands that lean heavily on paid subscription plans. EZVIZ offers local storage options, including SD card and built-in eMMC storage, allowing customers to access core features without ongoing subscription fees.

EZVIZ also claims it produces 95% of its products in-house across two manufacturing facilities.