KickAss Products

What KickAss Products does

KickAss Products is an Australian privately-held specialty retailer founded in 2007, focused on 12V off-grid power systems and outdoor adventure equipment for the 4WD, caravan, and camping markets. Its core product stack spans deep-cycle batteries (AGM and Lithium LiFePO4, including the premium Ultra-X line), solar panels and MPPT charge controllers, pure sine wave inverters, battery chargers, power distribution, and integrated power systems — most notably the PowerBoss, which combines a 2000W inverter, 80A AC-DC charger, 40A DC-DC MPPT charger, and DC load monitoring into a single plug-and-play unit. The portfolio extends into portable power stations (KickCharge series), 12V fridge freezers, camping kitchen, lighting, showers, vehicle accessories, and Starlink connectivity products, sold as standalone items or as pre-configured bundles with savings up to $486.95.

The business operates a hybrid direct-to-consumer, product-led model: an owned e-commerce site (kickassproducts.com.au) supported by 12 physical Experience Stores across Australia, plus a certified 12V installer network for professional installations. Pricing is publicly listed across a wide band (~$19 accessories to $3,673 canopy systems), with a KickAss Club loyalty program and promo codes (e.g., KA10) driving repeat purchase. The company claims a community of 600,000+ customers across Australia and the USA, with two new retail stores opened in 2026 (Adelaide and Currumbin Waters) and growing distribution of Starlink Mini products as a channel partner.

The revenue base is diversified across three primary consumer personas — 4WD enthusiasts, caravan owners, and camping enthusiasts — with a secondary fleet/commercial segment. Marketing spans the owned blog, email, social media, and event sponsorships (Toby Price motorsport, KickAss Music Festival, KickAss Day). The company is Australian-owned and operated with no disclosed parent, outside investment, or public listing; ABN 25 169 600 060 confirms domestic registration.

Name

KickAss Products

Legal name

KickAss Products

Website

https://kickassproducts.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

KickAss Products is an Australian-owned retailer (founded 2007) specializing in 12V off-grid power systems, solar, and camping equipment for 4WD, caravan, and camping markets, selling through 12 physical Experience Stores and an owned e-commerce platform to over 600,000 customers across Australia and the USA.

Ownership category

akta.pro rank

Product category

Off-Grid 12V Power and Outdoor Equipment

NAICS

Electronics and Appliance Retailers (4492), Battery Manufacturing (33591), Outdoor Power Equipment Retailers (444230)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600), Electric Housewares & Fans (3634)

akta.pro primary industry

Outdoor Lighting & Power (Headlamps, Batteries, Solar) Retail (CRAMAAAG)

akta.pro secondary industries

Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG), Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL), Recreation Vehicles & Powersports Accessories Distribution (ATV/UTV, Moto, Snowmobile) (CRAOAJAJ)

Keywords

• 12V power systems
• Off-grid power solutions
• 4WD camping equipment
• Solar charge controllers
• Portable power stations

Headquarters

HQ city

Acacia Ridge

HQ country

Australia

HQ region

Oceania

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales - Power Products: Primary revenue from selling 12V batteries (AGM, Lithium), battery chargers, inverters, and power distribution equipment. One-time hardware purchase model with varying price points from $19 to $2,495.
2. Hardware Sales - Solar Products: Solar panels, solar blankets, charge controllers, and complete solar kit systems. Includes fixed, flexible, folding, and portable solar panel options.
3. Hardware Sales - Camping Equipment: Fridge freezers, camping fans, lighting, kitchen equipment (electric BBQs, induction cooktops), showers, and camping furniture. High-margin lifestyle products for the target demographic.
4. Bundles and Kits: Pre-configured dual battery kits, power bundles, and complete system bundles offering value pricing. Upsell opportunity through bundled savings (up to $486.95 savings on kit configurations).
5. Starlink Products: Resale of Starlink Mini hardware and accessories, including dedicated mounting solutions and bundled packages with KickAss power systems.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

KickAss Products designs, brands, and sells 12V off-grid power and outdoor recreation hardware directly to consumers in Australia and the USA. Its core lineup spans batteries (AGM, lithium, Ultra-X LiFePO4), portable power stations (KickCharge), integrated power management systems (PowerBoss), battery chargers, MPPT solar charge controllers, inverters, solar panels and blankets, plus 12V camping/4WD appliances (fridges, kitchen, lighting, showers, fans). Sales occur through its owned e-commerce site, 12 physical Experience Stores across Australia, and a certified 12V installer network.

Product overview

KickAss Products is an Australian-owned and operated company founded in 2007, specializing in 12V off-grid power systems and outdoor camping equipment for the 4WD, caravan, and camping markets. The company serves over 600,000 customers across Australia and the USA with a comprehensive product ecosystem organized around four core pillars: (1) Power Solutions — batteries (AGM, lithium, Ultra-X), portable power stations (KickCharge series), power management systems (PowerBoss), battery chargers (AC/DC, DC/DC, MPPT), inverters, power distribution, and wiring/connectors; (2) Solar Technology — fixed glass solar panels, ultra-slim panels, flexible panels, folding panels, portable solar blankets, and solar charge controllers; (3) Camping & 4WD Equipment — fridge freezers, camping kitchen (BBQs, induction cooktops), fans and cooling, lighting, showers and awnings, vehicle accessories, entertainment systems, seating and storage; and (4) Connectivity — Starlink satellite internet products. The portfolio includes over 20 product categories with bundled packages for complete dual battery systems, and is supported by a network of physical retail stores, an online store, and comprehensive after-sales support including warranty services and a searchable support portal.

Differentiator

Problem solved

Functional benefit

Brands

• KickAss Club: Loyalty rewards program for customers
• PowerBoss
• KickCharge
• Ultra-X

Products and services

• PowerBoss
• 12V Batteries
• Portable Power Stations
• Dual Battery Kits
• Solar Panels
• MPPT Solar Charge Controllers
• Battery Chargers
• 12V Inverters
• Power Distribution
• Wiring and Connectors
• Fridge Freezers
• Camping Kitchen
• Fans and Cooling
• Lighting
• Showers and Awnings
• Starlink Products
• Vehicle Accessories
• Entertainment
• Seating and Storage
• Bundles and Kits
• Battery Boxes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Toby PriceminorStrategic or Co-development Partner · 5 June 2026Australian off-road racing legend Toby Price will compete for KickAss at the 2026 Tatts Finke Desert Race. This sponsorship arrangement provides product testing in extreme conditions and brand exposure through motorsport participation.
• Beyond BlueminorStrategic or Co-development Partner · 16 May 2026KickAss Products partnered with Beyond Blue mental health organization, donating $5,000 raised through sales of the KickAss Blue Heeler product. First donation cheque handed over in May 2026.
• SpaceX/StarlinkcoreChannel Partner/ Reseller/ DistributorKickAss Products is an authorized reseller of Starlink Mini products including dedicated mounting solutions, fast chargers, USB-C cables, and bundled packages combining Starlink with KickAss power systems for complete off-grid connectivity solutions.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• ARB 4x4 Accessories: Australia's leading 4WD accessories retailer and manufacturer, with owned retail stores and a comprehensive 12V, canopy, and vehicle accessory range that competes head-to-head with KickAss across 4WD power, lighting, and recovery gear.
• REDARC Electronics: Australian designer and manufacturer of 12V power management products including DC-DC chargers, MPPT solar controllers, and battery management — directly comparable to KickAss's Ultra-X, MPPT, and PowerBoss technology stack.
• EcoFlow: Global portable power station and solar brand competing directly with KickCharge portable power stations, solar panels, and bundled off-grid energy kits for the same 4WD and camping customer.
• Bluetti: Portable power station and home battery brand directly competing with KickAss's KickCharge line on capacity, pricing, and app-based monitoring in the Australian and US off-grid market.
• Projecta: Australian 12V specialist brand for battery chargers, inverters, solar, and power management, with overlapping product categories and a similar 4WD/camping customer base as KickAss.
• Goal Zero: US-based portable power and solar brand with comparable portable power stations, solar panels, and camping lighting SKUs targeting the same outdoor enthusiast segment.
• Engel Coolers / Sawafuji: Iconic 12V portable fridge brand for 4WD and camping — a long-established competitor in the fridge freezer category that KickAss's 12V Fridge Freezers line directly competes against.
• Companion Brands: Australian outdoor and 4WD accessories brand selling camping kitchen, lighting, power, and vehicle accessories through similar retail channels, competing for the same shelf space and end consumer.
• Hard Korr: Australian lighting and 12V power specialist for 4WD, caravan, and camping markets — overlaps with KickAss on LED lighting, battery boxes, and portable power accessories.

Broad incumbents

• Dometic Group: Global incumbent in mobile living, with 12V fridges, cooling, and RV power solutions that overlap KickAss's fridge and camping kitchen categories, sold through extensive dealer networks across Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/kickass12v
• Facebookfacebook.com/kickassproducts
• LinkedInlinkedin.com/company/kickassproducts

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KickAss Products