About Us

CFOA Blue Watch is a subsidiary of the Chief Fire Officers Association, which is the professional voice of the UK Fire Service. Blue Watch Shop is there to help house owners, tenants and landlords to find the right fire safety products to improve the safety of their accommodations. The profits generated by the Bluewatch Shop support CFOA’s charitable fire safety activities and promotions.

The Chief Fire Officers Association’s main aim is to improve fire safety in homes across the UK and increase awareness of the dangers of fire, smoke and CO.

Partnership with Safelincs

The partner identified by the Chief Fire Officers Association to develop the Blue Watch Shop was an obvious choice. With a dedicated, friendly and qualified team of customer services advisors, Safelincs is the number one fire safety retailer in the UK.

A tried and tested order processing system and fulfillment arm seamlessly deliver excellence to each and every customer and continuous evaluation and improvement ensures that the company is sure remain as the consumers retailer of choice for years to come.

The combination of industry experience, product knowledge and lightning quick systems offers customers a premium shopping experience and backup support that proves time and time again why the company has won multiple service awards.

Customer Service

We believe that we should recommend the products and services that you really need and no more. In fact we will always try to save you money and will recommend more economic solutions if these are available. This philosophy is reflected by our sales staff and our service engineers. None of our sales or service staff therefore receive any performance bonus. All our staff are paid fixed wages, taking the pressure off them to force products onto our customers that are not really needed.

We are always looking for ways to improve so we ask our customers to complete a 3rd party review. This feedback is continuously assessed by our dedicated team to see what changes can be implemented to improve the buying experience for our customers. See our customer feedback

Environmental Protection

We have signed up to Valpak's WEEE (Waste Electrical and Electronic Equipment) Distributor Take-Back Scheme (Phase 4 Registration ID: 401363). Private households can therefore drop off their electronic and electrical fire safety waste at their municipal recycling centre when they purchase new products from us. To find your nearest recycling centre, please visit www.recycle-more.co.uk.

We also offer responsible recycling of fire extinguishers for a small fee of £3.75 ex VAT per extinguisher.

We work actively on minimising our impact on the environment. We use 100% Renewable Energy and create new packaging materials through the recycling and re-manufacturing of our old packaging.

Important Company Details

Safelincs Ltd Registration Number (England and Wales)


VAT Number

GB 827 6397 88

Dun & Bradstreet D-U-N-S Number:




This site uses cookies to improve your experience and for essential functioning of the site. By continuing to use our site you agree to the use of cookies.

Change your cookie settings at any time by clicking on the button at the bottom of each page. Read more about the cookies we use in our Privacy Policy.

By continuing to browse this site you agree to the use of cookies. Learn more.