Seems that way!
Have to say, I was really looking forward to Den but the fact that the products are not standard ZigBee is such a huge disappointment. There’s another thread about it over here - Den home automation where I posted a response from Den’s tech support about protocol choice.
The absolute last thing the smart home world needs is more proprietary local protocols and hubs. 
As if it’s not confusing enough for regular folk already!
@Yasser_Khattak I wish you the very best of luck - it’s great to see a British company in the Smart Home space. But IMHO going with a custom protocol is a grave mistake.