How Mycube Safe is Changing the Way We Think About Home Security

How Mycube Safe is Changing the Way We Think About Home Security

Since 2012, Scott Annan, co-founder and CEO of Mycube Safe, has been shaking up the world of personal safes with one simple idea: safes should keep the items you want to use accessible and be a part of your everyday life. Starting with B2B, Mycube Safe has grown into a direct-to-consumer brand offering safes that are practical, stylish, and perfect for modern homes.

Scott’s family has been in the safekeeping business for 120 years, and he’s carried that legacy forward with Mycube. “We believe it’s time for an active approach to safekeeping, not the passive mode of generations past,” Scott explains. Mycube aims to reimagine what safes can be today—integrating modern technology and fitting seamlessly into everyday life.

“At Mycube, one idea guides us: to treasure and protect our customers as much as they treasure and protect what is irreplaceable to them,” Scott says.

Scott’s idea for Mycube came from something many of us can relate to—college dorm theft. “My friends were having their stuff stolen, and I thought, why not create a colourful, cool safe where you can lock up your valuables, charge your devices, and make it affordable?” Scott explains. Scott saw an opportunity to bring something new to the market—safes that are functional, affordable, and looked good.

“We wanted to move safes into spaces where you can use them easily and keep everyday items and potentially dangerous items secure and out of reach of children,” Scott says. Mycube safes come in various sizes and colours, making them perfect for locking up everything from jewelery and passports to cash and all other sorts of valuables.

Mycube started off by supplying safes to hotels, but as the business grew, Scott shifted his focus to direct-to-consumer sales. “We started out with the hotel market, which we still do, but once we gained profitability, we moved into DTC,” Scott explains. Today, Mycube has a thriving Shopify store where customers can browse and buy their safes online.

Speaking at DTC Live NYC, Scott shared some insights into scaling a DTC brand, including the importance of keeping things simple. “Don’t get carried away with too many SKUs. Focus on the fewest number of products that solve the biggest needs,” he advises. This strategy helped Mycube grow profitably while staying laser-focused on what customers want.

Here are some of Scott’s Top Tips when it comes to DTC

Keep Your Product Line Simple: Scott stresses the importance of not overcomplicating things. “It’s better to have a few products that meet a wide range of needs than too many that overlap,” he says. This allows brands to control costs while delivering what their customers actually need.

Get to Know Your Customers: Mycube didn’t just launch new products without research. “We did extensive interviews with our customers to really understand what they wanted in a safe,” Scott explains. For any DTC brand, understanding your customers’ pain points is key to creating products that truly resonate.

Invest in Great Creatives: “We put a lot of effort into high-quality photo and video shoots, and we work with UGC creators to make sure our safes are shown in real homes,” Scott says. Eye-catching visuals can make all the difference in digital marketing.

Plan for Sustainable Growth: Scott advises DTC brands to be mindful of their spending. “Don’t put all your money into inventory or marketing too quickly. Scale at a pace that makes sense for your business,” he suggests. This approach allowed Mycube to grow steadily while keeping profitability in mind.

“Our goal is to make safekeeping a part of everyday life,” Scott says. So, If you’re looking for a way to protect your valuables without compromising on design, Mycube Safe has you covered. Explore Mycube Safe’s full range of products here.