In an era where automation and smart logistics are reshaping industries, many loading dock service providers still remain rooted in the 20th century. The foundation for today’s ASSA ABLOY Direct Business – Canada was built by Sentinel Dock & Door Solutions, which distinguished itself through a forward-thinking approach to growth and innovation. In just 24 months, Sentinel tripled in size by bringing together a network of leading dock and door companies across Canada. That momentum culminated in the company’s acquisition by ASSA ABLOY in June 2026, creating ASSA ABLOY Direct Business – Canada and combining trusted local expertise with the scale, innovation, and global strength of one of the world’s leading access and entrance solutions companies.
There is, indeed, nothing ordinary about this young giant’s multi-brand service platform and its vigorous yet sustainable growth.
ASSA ABLOY Direct Business – Canada’s commitment to providing industrial and commercial facilities across Canada with the advanced tools, training, and operational support needed to succeed—alongside specialized products—is truly impressive. The company’s offerings include turnkey dock levelers, overhead doors, and loading docks, as well as round-the-clock service, installation, repair, and maintenance, making it a trusted partner for forward-thinking operators. But it is perhaps the company’s ability to leverage its operational expertise to create long-term value that truly sets it apart.
The company’s sheer speed and scale have made its expansion breathtaking, but at the same time, it has maintained stability across the business. Its reputation for growth, opportunity, and long-term investment in people continues to attract experienced professionals and talent from across the industry. As a result, the company is now an employer of choice for industry professionals.
Its drive to extend its reach brings about continuous change, an aspect of the business that its teams continue to embrace. Today, ASSA ABLOY Direct Business – Canada offers customers vertical integration through a powerful network of leading industrial door and loading dock service providers, including Door Doctor, Lenworth, Pro-Door, and many others. Together, these established brands combine deep expertise, with national scale, shared resources, and innovation needed to better serve customers across the country. “We are not just servicing; we are able to install our own products across Canada,” says President, Gordie Lazare.
As a leader in an industry with a measured sales cycle, being different is neither an accident nor a gimmick, but rather a finely-honed, conscious business strategy aimed at providing customers with a level of service never before seen in this slow-to-evolve corner of the industry. Following its latest acquisitions, ASSA ABLOY Direct Business – Canada continues making a name for itself as a thought leader committed to revolutionizing its industry through sophisticated, sustainable change and strategic expansion.
Supporting industry-wide evolution in this way also serves to maintain a committed and focused environment where people can thrive. Inspired to face difficult tasks head-on, President Lazare enjoys meeting challenges in unconventional ways—and so does his team. The result is a robust and engaged workplace culture and customers who are enamored with the Direct Business – Canada offering. “Having been in the industry for several decades, being able to bring together this depth and breadth of expertise while creating an environment where people want to win together is what excites me,” he says.
“I love bringing that perspective, that structure, and that investment into organizations because it’s not the norm,” Lazare continues. “As we continue to grow and take advantage of national opportunities, it’s better for our own people to grow from within. It’s an exciting time in the industry.”
Indeed, to further secure its future prospects, ASSA ABLOY Direct Business – Canada is investing in the future with a new training facility, which will provide a steady stream of optimally qualified technicians to staff its branches nationally.
At ASSA ABLOY Direct Business – Canada, change is intentional and measurable, and the company is proud to serve at the vanguard of modern business thinking. After all, how many companies in the dock loading space have a complete human resources team focused on talent development and culture, along with a team retention strategy that is second to none?
The company’s onboarding process serves as another example of its philosophy. As ASSA ABLOY Direct Business – Canada continues to grow its presence across Canada, each branch is thoughtfully integrated into the organization with a focus on supporting its people, strengthening operations, and preserving local expertise that customer value. The result is a seamless transition that equips every team with the resources, technology, and support needed to thrive as part of a national network,
“We want our branches to be focused on the things they love to do and the things that they do very well,” says Lazare. Newly acquired branches get a boost from new technology and sophisticated systems, while strong supply chains provide an improved customer experience. All aspects of human resources and safety, alongside industry compliance, are brought up to standard and secured—complete with access to the highly skilled technicians who form the foundation of the business.
All these value-adds create exceedingly successful businesses that can then remain loyal contributors to the industry in the long run—all while being assured a bright future that would not necessarily have been possible before joining the Direct Business – Canada network.
As the company reinvests in itself to drive scale and commercialization, ASSA ABLOY Direct Business – Canada’s goals are to expand its staff count of 400 (at the beginning of this year) to 1000 and its existing delivery fleet of around 220 to approximately 350 over the next two to three years, with national service coverage. To this end, the team is well on its way to exceeding expectations; this is a group that people want to come to because of that very same group—because of the people, with the backing of a large company behind them. By continuously driving value into every business in its network while providing customers with a comprehensive selection of cutting-edge services, everything Direct Business – Canada touches is underscored by its penchant for patience and continuous improvement.
At the end of the day, vision, consistency, operational efficiency, and servant leadership mark the way forward for this team of industry experts who thrive on the thrill of the chase. Lazare says it best when he praises them for their gumption, laser focus, and capacity to pivot at lightning speed in uncertain times. “I respect our team because they’re confident, because they push the limits, and because they balance aggression with professionalism very well,” he tells us.
This leaves us with one undeniable fact: joining ASSA ABLOY Direct Business – Canada is the answer to economic empowerment, improved performance, and a lasting legacy for those in the dock loading industry struggling in a space in dire need of a renaissance.
