What Redfora does

Redfora is a privately held direct-to-consumer e-commerce company founded in 2015 and headquartered in San Francisco that retails curated emergency preparedness kits and supplies through its Shopify-powered website, redfora.com. Its core product portfolio centers on the flagship Complete Earthquake Bag, supplemented by the Ready 2 Go Bag, the CAREforce Ready For Anything Kit, and a category-structured catalog spanning light and communication, food and water, shelter and warmth, tools and first aid, personal hygiene, emergency car kits, and workplace preparedness solutions. The company sells both its own Redfora-branded items and select third-party brands such as My Medic (MyFAK First-Aid Kit) and Guardian (pry bar).

The business operates a unit-pricing, pay-as-you-go model with no subscription component, targeting individual consumers as the primary segment and workplace/organizational buyers as a secondary segment via a dedicated collection page. Customer acquisition is driven by organic social on Facebook and Instagram, content marketing through a dedicated educational resource hub covering earthquake, hurricane, wildfire, flood, and tsunami preparedness, and a ShareASale affiliate program (merchantID: 88805). The Complete Earthquake Bag has been independently rated "Best Overall Kit" by NBC Connect, Insider, The Spruce, Safewise, Leafscore, Survival World, and Best Reviews, which constitutes the company's principal brand asset. Redfora also operates sub-brands under an "Ethos" umbrella (Ethos Philosophy, Ethos Relief, Ethos Preparedness) that frame its values, relief, and preparedness positioning. There is no disclosed venture capital or institutional funding, no leadership or headcount data beyond an 11-50 employee range, and no published revenue figures.

Name

Redfora

Legal name

Redfora

Website

https://redfora.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Redfora is a San Francisco-based DTC e-commerce retailer founded in 2015 that sells curated emergency preparedness kits and supplies, including its flagship Complete Earthquake Bag, to individual consumers and workplace buyers via its Shopify storefront.

Ownership category

akta.pro rank

Product category

Emergency Preparedness Kits

NAICS

Emergency and Other Relief Services (62423)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Emergency Supplies, Equipment & Logistics (Kits, Generators, Temporary Facilities) (BPABANAK)

akta.pro secondary industry

Emergency Shelter, Camp Management & Non-Food Items (NFI) (BPAGAAAC)

Keywords

• Emergency preparedness kits
• Disaster readiness supplies
• Earthquake survival kits
• Emergency food and water
• First aid supplies

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Product Sales: Direct-to-consumer sales of emergency preparedness kits and supplies through e-commerce platform

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Redfora sells physical emergency preparedness kits and disaster-specific supplies directly to consumers through its Shopify-powered e-commerce site, redfora.com. Its core offerings include the Complete Earthquake Bag (expert-approved comprehensive kit), the Ready 2 Go Bag (compact evacuation kit), the CAREforce Ready For Anything Kit, plus modular supplies spanning Light + Communication, Food + Water, Shelter + Warmth, Tools + First Aid, Personal Hygiene, vehicle emergency kits, and workplace preparedness collections.

Product overview

Redfora is an emergency preparedness retail company offering a portfolio of physical emergency preparedness kits and supplies. The core offerings include The Complete Earthquake Bag (the best-selling, expert-approved comprehensive emergency kit), the Ready 2 Go Bag (compact evacuation kit), and the CAREforce Ready For Anything Emergency Kit. These are complemented by specialized supplies organized into six categories: Light + Communication (solar chargers, lights), Food + Water (long-lasting provisions), Shelter + Warmth (blankets, protective gear), Tools + First Aid (tools, first aid kits including MyFAK), and Personal Hygiene. The company also offers Emergency Car Kits for vehicle-specific emergencies and Workplace emergency preparedness solutions. Redfora positions itself as a provider of both complete kits and individual supplies, enabling customers to purchase comprehensive solutions or supplement existing preparedness supplies. The company has received recognition as 'Best Overall Kit' from multiple publications including NBC, Insider, The Spruce, and Safewise.

Differentiator

Problem solved

Functional benefit

Brands

• Ethos Philosophy: Division focused on company philosophy and values
• Ethos Relief
• Ethos Preparedness

Products and services

• The Complete Earthquake Bag Expert-approved comprehensive emergency kit for earthquakes, wildfires, hurricanes and other disasters, sold to individual consumers and households seeking all-in-one disaster readiness.
• Ready 2 Go Bag Compact emergency kit designed for quick evacuation situations, targeting individual consumers needing a portable go-bag.
• CAREforce Ready For Anything Emergency Kit Emergency kit designed for readiness across any disaster situation, targeting individual consumers and small organizations.
• Emergency Car Kits Vehicle-specific emergency preparedness kits for roadside situations, for individual drivers and families.
• Workplace Emergency Preparedness Emergency preparedness kits and supplies packaged for workplaces and organizations to equip employees with disaster readiness resources.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• ShareASale (Affiliate Program)minorChannel Partner/ Reseller/ DistributorRedfora operates an affiliate marketing program through ShareASale (merchantID: 88805), allowing affiliates to earn commissions by promoting Redfora products

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• My Medic: My Medic is a direct-to-consumer first-aid and emergency preparedness brand whose MyFAK kit is sold both on its own site and through Redfora's storefront. They compete head-to-head in curated first-aid and trauma kit categories targeting the same preparedness-minded consumer.
• 4Patriots: 4Patriots sells emergency food, survival gear, and solar products direct-to-consumer. Their overlap with Redfora's Food + Water and Light + Communication collections makes them a directly comparable prepared-consumer brand competing on similar marketing channels.
• Ready America: Ready America manufactures and sells emergency preparedness kits (72-hour kits, survival kits) to both consumers and institutional buyers. They overlap directly with Redfora's Complete Earthquake Bag and Ready 2 Go Bag SKUs.
• Emergency Zone: Emergency Zone is a direct-to-consumer emergency kit brand offering bug-out bags, survival kits, and disaster preparedness bundles. They target the same preparedness consumer as Redfora with a similar curated-kit positioning.
• Wise Company: Wise Company specializes in emergency food supplies and ready-to-eat meals marketed to preppers and emergency preparedness consumers. Their offering directly overlaps Redfora's Food + Water collection category.
• Survival Frog: Survival Frog is a direct-to-consumer retailer of survival and emergency preparedness gear, including kits, tools, and supplies. They are comparable as a similarly positioned DTC preparedness retailer targeting the same customer persona.

Broad incumbents

• REI Co-op: REI is a large outdoor and emergency preparedness retailer carrying survival kits, first-aid supplies, and emergency gear alongside a much broader outdoor catalog. They compete for preparedness-conscious shoppers but lack Redfora's curated disaster-specialist focus.
• Cabela's / Bass Pro Shops: Cabela's / Bass Pro Shops is a large outdoor retailer offering survival kits, emergency food, and disaster preparedness products as part of a much broader hunting, fishing, and outdoor portfolio. They overlap with Redfora in the preparedness-adjacent shopper but are not a specialist.
• Amazon: Amazon hosts hundreds of emergency kit sellers and is the dominant price-comparison destination for preparedness buyers. While not a direct specialist competitor, Amazon's marketplace is the principal substitute channel pressuring Redfora's pricing and margins.

Emerging players

• LifeStraw: LifeStraw specializes in portable water filtration products for outdoor, travel, and emergency use. Their products overlap with Redfora's hydration and emergency water supply category and target similar preparedness-conscious consumers, though with a narrower product focus.

Market position

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/earthquakebag
• Instagraminstagram.com/weareredfora
• Xx.com/WeAreRedfora

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 Redfora