Active Safety
Active Safety is a New Zealand-based specialty retailer selling PPE, workwear, and safety footwear online and through Auckland retail stores. It serves construction, corporate, healthcare, and hospitality customers across New Zealand, also offering equipment hire, embroidery, and test-and-tag services.
- Company typePrivate
- Founded2007
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Active Safety does
Active Safety is a New Zealand-based specialty retailer of workplace safety equipment, workwear, and personal protective equipment (PPE), operating since 2007 from Auckland. The company sells a broad range of products including hi-visibility clothing, safety footwear, gloves, fall protection, fire protection, gas detection, spill control, signage, and specialist garments for forestry, electrical hazard, and traffic control applications, sourcing from over 25 brands such as 3M, Bollé, Steel Blue, Bisley, Blundstone, LINQ, and Syzmik. Its primary customer base is construction and trade workers, with secondary segments in corporate, healthcare, hospitality, and specialist industries.
The business operates a multi-channel model combining an e-commerce storefront (activesafety.co.nz) with physical retail stores in Auckland, supported by nationwide shipping with free delivery on orders over $200 NZD. Beyond product resale, Active Safety generates revenue through equipment hire (height safety, confined space, gas detection), custom embroidery and printing for uniforms, and test-and-tag servicing for safety equipment. There are no disclosed proprietary technology platforms, AI/ML capabilities, or external funding; the company is 100% NZ-owned, privately held, and bootstrapped.
The go-to-market is predominantly direct-to-consumer e-commerce augmented by retail showrooms and a dedicated business/trade account program for enterprise uniform contracts. Pricing is unit-based and GST-inclusive, with no subscription model. The company employs between 11 and 50 people and has no disclosed parent company, subsidiaries, or institutional investors.
Active Safety firmographics
Firmographics- Name
- Active Safety
- Legal name
- Active Safety
- Website
- https://activesafety.co.nz
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Active Safety is a New Zealand-based specialty retailer selling PPE, workwear, and safety footwear online and through Auckland retail stores. It serves construction, corporate, healthcare, and hospitality customers across New Zealand, also offering equipment hire, embroidery, and test-and-tag services.
- Ownership category
- akta.pro rank
Active Safety industry classification
Industry- Product category
- Workplace Safety Equipment
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Workwear, Uniforms & Safety Apparel Retail (CRAAABAG)
- akta.pro secondary industries
- High-Visibility (Hi-Vis) Safety Apparel (CRAAALAE), Public Safety & Law Enforcement Uniforms (CRAAALAC), Chemical-Resistant & Hazardous Materials Protective Clothing (CRAAALAI)
Keywords
Where Active Safety is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Active Safety business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales: Retail sales of safety equipment including PPE, workwear, safety boots, hi-vis clothing, and workplace safety equipment through e-commerce and retail stores.
- Equipment Hire: Rental of safety equipment including height safety gear, confined space equipment, and gas detection equipment for one-off jobs or when customers do not have sufficient gear.
- Embroidery and Printing: Custom branding services including logo embroidery and printing on work uniforms and safety clothing.
- Servicing and Testing: Testing and tagging services for safety equipment including ropes, harnesses, tripods, gas detectors, and fire extinguishers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Active Safety product offering
Product offeringCore offering
Active Safety is a New Zealand specialty retailer (online at activesafety.co.nz plus a physical Albany store) selling personal protective equipment, workwear and corporate uniforms, hi-visibility clothing, wet weather gear, safety footwear, and workplace safety equipment such as fall protection, fire protection, gas detection, forestry, spill control, dangerous goods storage, lockout/tagout, first aid, welding, and confined space access gear. The company sources from 25+ brands including 3M, Bollé, Steel Blue, Blundstone, LINQ, Syzmik, Bisley, and Bison. Beyond product retail, it offers custom embroidery and printing services for uniform branding, equipment hire for one-off jobs, and testing/servicing of ropes, harnesses, tripods, gas detectors, and fire extinguishers.
Product overview
Active Safety is a New Zealand-based safety equipment e-commerce retailer offering a comprehensive range of PPE (Personal Protective Equipment), workwear uniforms, safety footwear, and workplace safety equipment. The company operates primarily as an online store with physical retail locations in Auckland. Their product portfolio encompasses hi-visibility clothing, workwear, corporate uniforms, wet weather gear, specialist protective clothing (cold climate, flame resistant, forestry, TTMC), safety boots, and full PPE categories including hand, eye, face, head, hearing, and respiratory protection. They also provide fall protection/height safety equipment, fire protection, gas detection, spill control, dangerous goods storage, safety signage, traffic management equipment, emergency/first aid equipment, and confined space access gear. Beyond product sales, Active Safety offers value-added services including custom embroidery and printing for uniform branding, equipment hire for temporary needs, and testing/servicing of safety equipment including ropes, harnesses, tripods, gas detectors, and fire extinguishers. The company sources products from over 25 trusted brands including 3M, Bollé, Bisley, Bison, Steel Blue, Blundstone, LINQ, and Syzmik. Active Safety is 100% NZ owned and operated and has been serving the market for over 17 years with free shipping on orders over $200 NZD.
Differentiator
Problem solved
Functional benefit
Products and services
- Hi-Visibility Clothing
Companies that use Active Safety
Customer profileSegments5 records
Ideal customer profiles5 records
Active Safety technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Active Safety partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Active Safety competitors and assessment
Company assessmentRegional players
- Mitre 10 New Zealand: Mitre 10 is a large NZ hardware and trade retail co-operative with safety, workwear, and PPE departments. Comparable as an alternative channel for tradie customers and a broader retail threat, especially in regional NZ where Active Safety has no physical presence.
- Stoney Creek: Stoney Creek is a NZ outdoor and rural workwear brand that sells direct and through retailers. Comparable through overlap in outdoor/workwear, hi-vis, and rural/forestry-adjacent safety clothing segments that Active Safety also targets.
- PlaceMakers: PlaceMakers is a major NZ building supplies and trade retailer that stocks PPE, workwear, and safety footwear for construction customers. Comparable as a competitor for tradie/construction workwear and PPE spend, particularly through its trade account programme.
- Repco New Zealand: Repco is an NZ automotive and trade parts retailer that also stocks PPE, workwear, and safety gear for workshops and trades. Comparable as a competing channel for tradie and workshop safety purchases, particularly gloves, eyewear, and workwear.
Direct peers
- Workwear Group: Workwear Group is an Australasian uniform and workwear solutions provider serving corporate and industrial customers. Directly comparable to Active Safety in product mix (workwear, uniforms, PPE) and B2B trade account model across AU/NZ markets.
- Paramount Safety: Paramount Safety is an Australasian retailer and wholesaler of safety equipment, PPE, and workwear. Directly comparable to Active Safety across product categories, multi-channel retail, and trade customer focus in NZ/AU.
- Blackwoods: Blackwoods is a major Australasian industrial and safety products distributor serving trade and enterprise customers. Comparable to Active Safety in PPE, workwear, and safety equipment range, with a deeper B2B and catalogue distribution model across AU/NZ.
Emerging players
- Total Industrial Solutions: Total Industrial Solutions is a smaller NZ safety, PPE, and industrial supply distributor serving trade customers. Comparable through direct overlap in PPE categories and a similar trade/B2B sales motion, though smaller and less brand-led than Active Safety.
Broad incumbents
- Bunnings Warehouse New Zealand: Bunnings is the dominant NZ hardware and trade retail chain, with a substantial safety, workwear, and PPE assortment. Comparable as a competing channel for trade PPE purchases, though Bunnings operates across far broader home improvement categories.
- Skellerup: Skellerup is a NZ-listed industrial manufacturer of rubber and safety products including gumboots and dairy/PPE gear. Comparable through its overlap in safety footwear and protective equipment, though it operates primarily as a manufacturer/brand owner rather than a multi-brand retailer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Active Safety social profiles
Digital presenceActive Safety financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Safety leadership team
Management profileNumber of profiles
Active Safety funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Safety M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active Safety
What does Active Safety do?
Active Safety is a New Zealand specialty retailer (online at activesafety.co.nz plus a physical Albany store) selling personal protective equipment, workwear and corporate uniforms, hi-visibility clothing, wet weather gear, safety footwear, and workplace safety equipment such as fall protection, fire protection, gas detection, forestry, spill control, dangerous goods storage, lockout/tagout, first aid, welding, and confined space access gear. The company sources from 25+ brands including 3M, Bollé, Steel Blue, Blundstone, LINQ, Syzmik, Bisley, and Bison. Beyond product retail, it offers custom embroidery and printing services for uniform branding, equipment hire for one-off jobs, and testing/servicing of ropes, harnesses, tripods, gas detectors, and fire extinguishers.
Is Active Safety a public or private company?
Active Safety is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Active Safety founded?
Active Safety was founded in 2007. It employs 11 to 50 people.
Where is Active Safety based?
Active Safety is headquartered in Auckland, New Zealand, in the Oceania region.
How does Active Safety make money?
Four revenue lines are on record. Product Sales are the primary driver. The others are equipment Hire, embroidery and Printing and servicing and Testing.
Who are Active Safety's main competitors?
Regional players on record are Mitre 10 New Zealand, Stoney Creek, PlaceMakers and Repco New Zealand. Direct peers are Workwear Group, Paramount Safety and Blackwoods. Total Industrial Solutions is listed as an emerging player. Broad incumbents are Bunnings Warehouse New Zealand and Skellerup.
Does Active Safety have an API?
No public API is recorded for Active Safety.
What industry is Active Safety in?
Active Safety's product category is Workplace Safety Equipment. Its primary akta.pro industry code is CRAAABAG, Workwear, Uniforms & Safety Apparel Retail, with a secondary code of CRAAALAE, High-Visibility (Hi-Vis) Safety Apparel. Its NAICS code is 45911 and its SIC code is 5600.