The DEFIB Warehouse

What The DEFIB Warehouse does

The DEFIB Warehouse is an Australian e-commerce retailer and bespoke enterprise program for Automated External Defibrillators (AEDs), operating as the trade name of Corporate AED Solutions (CAEDs), a private company headquartered at 245 Burraneer Road, Coomba Park NSW, with a corporate AED Solutions postal address at 43 Oliver Street, Freshwater NSW. Its core activity is curating and reselling two AED brands — Heartsine's samaritan 360P (IP56-rated budget device) and 500P (with real-time CPR Advisor feedback), and the Stryker/Physio-Control LIFEPAK CR2 family (Essentials with seamless child mode, WiFi with CPR Insight, and 4G with LIFELINKcentral readiness monitoring). Devices are sold standalone or bundled into 'Training & Wall Mount' and 'Training & Cabinet' Value Packs that combine the hardware with tracked online training, annual refresher training, and either wall-mount signage or alarmed cabinets; accessories (replacement pads, replacement battery & pads, alarmed cabinets) complete the 18-SKU catalogue. Layered on top of the hardware is the proprietary HeartRESTART Gold Certification — a 5-step framework covering device suitability under Australian Resuscitation Council guidelines, accessible placement within a 90-second walk, staff induction and annual reminders, visual inspection, and proactive maintenance — together with a co-developed under-12-minute online training program built with adult-learning specialists Ripen Psychology.

The company runs two go-to-market motions in parallel: a direct-to-consumer e-commerce and inside-sales channel for SMB buyers (1-3 devices, gyms, not-for-profits, public venues, and child-caring environments), and a separate Corporate AED Solutions (CAEDs) enterprise arm for organisations needing 4 or more devices, offering bespoke device selection, placement guidelines, volume discounts, integration with internal e-learning systems, autonomous WiFi/4G device monitoring via LIFELINKcentral, and vendor-led maintenance over an 8-year lifecycle. Pricing is publicly disclosed in AUD across the storefront; devices are sold one-off (with 8-year manufacturer warranties) or financed via a 48-month pay-by-the-month lease underwritten by German bank Grenke. A 180-day written-quote price-match promise, Australia-wide delivery included, and a no-upsell positioning back the value proposition. Customer references include Microsoft, DHL, WHSP, Indue, Downer Group, NSW Ambulance, Sydney Airport, NSW Rail, Property Council of Australia, US Marines, F45, Shorty's Liquor and Mosman Club. As of May 2026, operating responsibility transitioned to the Restart The Heart team.

Name

The DEFIB Warehouse

Legal name

Corporate AED Solutions

Website

https://thedefibwarehouse.com.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

The DEFIB Warehouse is an Australian online retailer and enterprise AED program provider, reselling curated Heartsine and Stryker LIFEPAK CR2 defibrillators to SMBs, gyms, venues, schools and corporates, wrapped in a proprietary HeartRESTART Gold certification and an 8-year lifecycle partnership.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. One-time hardware sales (AED devices & bundles): Primary revenue: direct e-commerce and phone sales of Heartsine and LIFEPAK CR2 AED devices, often bundled with training, wall mounts, or alarmed cabinets as Value Packs. One-time purchase with multi-year warranty (8 years) and a single battery/pad replacement cycle.
2. Accessories and consumables: Sale of accessories such as alarmed defibrillator cabinets ($300), replacement pads, and replacement battery & pads packs for LIFEPAK CR2 — supports ongoing customer relationships after initial device sale.
3. Pay-by-the-month device leasing (via Grenke): Customers can pay monthly for the device via a 48-month lease arranged with Grenke (a German bank). After 48 months the customer can return the device or make one further monthly payment to own it outright. Requires 2 years trading history and clean credit.
4. Corporate AED Solutions (4+ devices) bespoke contracts: Enterprise revenue from organisations needing 4 or more devices, including expert advice, placement guidelines, volume discounts, full cost-of-ownership assessment, structured pricing, integration with e-learning systems, autonomous monitoring options, and vendor-led maintenance schedules.
5. Automated device monitoring subscription (8 years): Where included (e.g., with LIFEPAK CR2 4G/WiFi), Corporate AED Solutions provides automated monitoring of device readiness for up to 8 years or until the supplier stops making the service available.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The DEFIB Warehouse is an Australian online retailer and enterprise program operator (trading under the parent entity Corporate AED Solutions) that distributes a curated set of automated external defibrillators (AEDs) from Heartsine (samaritan 360P, 500P) and Stryker/Physio-Control (LIFEPAK CR2 Essentials, WiFi, and 4G), bundled with accessories, training, the proprietary HeartRESTART Gold Certification program, and 48-month lease financing through Grenke. The business combines direct e-commerce self-serve sales for SMBs/individuals with a bespoke Corporate AED Solutions enterprise arm for organisations requiring 4 or more devices.

Product overview

The DEFIB Warehouse is an Australian e-commerce retailer plus bespoke enterprise program (operating alongside its sister brand Corporate AED Solutions for 4+ device deployments) that distributes a curated set of AED brands across two core device families — Heartsine (360P fully-automatic budget device and 500P semi-automatic device with real-time CPR Advisor feedback) and the Physio-Control/Stryker LIFEPAK CR2 family (CR2 Essentials for paediatric use, CR2 WiFi with CPR Insight, and CR2 4G with seamless cellular connectivity that integrates with the LIFELINKcentral AED program manager). Each AED is sold standalone or bundled into Training & Wall Mount and Training & Cabinet "Value Packs" that add tracked online training plus signage/cabinets, while accessories (replacement pads, replacement battery & pads, alarmed cabinet) round out the catalog. The portfolio is wrapped by service-layer offerings: HeartRESTART Gold Certification (a proprietary 5-step program aligning with Australian Resuscitation Council guidelines), under-12-minute online training built with adult-learning experts, an 8-year HeartRESTART partner relationship, a 180 Day Price Match Promise, Pay By The Month financing via Grenke, and a Corporate AED Solutions enterprise arm for organisations needing 4+ devices with volume discounts, autonomous WiFi/3G monitoring, and proactive maintenance.

Differentiator

Problem solved

Functional benefit

Brands

• Corporate AED Solutions: Parent/associated brand used for corporate (4+ device) solutions and as the contracting entity named in Terms and Conditions and Privacy Policy.
• Restart The Heart
• HeartRESTART Gold Certification

Products and services

• Heartsine 360P (Fully Automatic AED) Fully-automatic Heartsine samaritan 360P AED marketed as the No.1 Rated Budget Device; IP56-rated, 200-joules output, 4-year battery/pad life, 8-year manufacturer warranty. Sold to SMBs, gyms, and community organisations seeking a simple, low-maintenance device.
• Heartsine 500P (Semi-Automatic AED) Semi-automatic Heartsine samaritan 500P AED with integrated CPR Advisor providing real-time CPR feedback to minimally trained users. Sold to gyms, fitness venues, and workplaces where high-quality bystander CPR is required.
• LIFEPAK CR2 Essentials AED Physio-Control/Stryker LIFEPAK CR2 AED with seamless child mode at the push of a button (no pad change required), ClearVoice CPR coaching, and 46-month battery life. Targeted at schools, childcare, swim schools and family venues needing pediatric capability.
• LIFEPAK CR2 WiFi with CPR Insight AED WiFi-connected LIFEPAK CR2 AED that reports operating status and usage events to a WiFi network, with CPR Insight technology enabling more hands-on time during resuscitation. Sold to corporate and multi-site buyers needing remote readiness monitoring.
• LIFEPAK CR2 4G AED 4G cellular-connected LIFEPAK CR2 AED with seamless child mode, IP55 ingress protection, 360-joules output, and integration with the LIFELINKcentral AED program manager for self-monitoring, real-time alerts, and remote fleet management. Sold to corporate and enterprise customers.
• Heartsine 360P Training & Wall Mount Value Pack Bundle of Heartsine 360P AED with tracked online training, annual refresher training, and a wall-mount/signage package. Sold to SMBs as a turnkey solution.
• Heartsine 360P Training & Cabinet Value Pack Bundle of Heartsine 360P AED with tracked online training, annual refresher training, and a wall cabinet/signage package. Sold to venues that require cabinet-protected storage.
• Heartsine 500P Training & Wall Mount Value Pack Bundle of Heartsine 500P AED with tracked online training, annual refresher training, and a wall-mount/signage package. Sold to gyms and SMBs needing adult CPR feedback.
• Heartsine 500P Training & Cabinet Value Pack Bundle of Heartsine 500P AED with tracked online training, annual refresher training, and a cabinet/signage package. Sold to venues requiring cabinet-protected storage with CPR feedback.
• LIFEPAK CR2 Essentials Training & Wall Mount Value Pack
• LIFEPAK CR2 Essentials Training & Cabinet Value Pack Bundle of LIFEPAK CR2 Essentials AED with tracked training and a cabinet/signage package. Targeted at venues with pediatric duty of care.
• LIFEPAK CR2 WiFi with CPR Insight Training & Wall Mount Value Pack Bundle of WiFi-connected LIFEPAK CR2 AED with tracked training and a wall-mount/signage package. Sold to connected and multi-site buyers.
• LIFEPAK CR2 WiFi with CPR Insight Training & Cabinet Value Pack Bundle of WiFi-connected LIFEPAK CR2 AED with tracked training and a cabinet/signage package, providing WiFi-based readiness and usage reporting. Sold to venues requiring connected monitoring.
• LIFEPAK CR2 4G Training & Wall Mount Value Pack Bundle of 4G-connected LIFEPAK CR2 AED with tracked training and a wall-mount/signage package. Sold to enterprise and corporate customers with multi-site deployments.
• LIFEPAK CR2 4G Training & Cabinet Value Pack Bundle of 4G-connected LIFEPAK CR2 AED with tracked training and a cabinet/signage package, with full battery and pad life included. Sold to enterprise customers requiring autonomous monitoring.
• Alarmed Defibrillator Cabinet Battery-powered alarmed wall cabinet for storing an AED; alarm sounds when cabinet door is opened. Sold as an accessory to AED purchasers.
• LIFEPAK CR2 Replacement Pads (Reduced Life) Replacement pediatric/adult combo electrode pads compatible with all LIFEPAK CR2 AEDs, with reduced remaining shelf life. Sold as a consumable accessory after device purchase.
• LIFEPAK CR2 Replacement Battery & Pads (Reduced Life) High-capacity lithium battery compatible with all LIFEPAK CR2 AEDs (capable of 166 shocks at 200J or 103 shocks at 360J), bundled with pediatric/adult combo electrode pads, supplied with reduced remaining life. Sold as a consumable accessory.
• HeartRESTART Gold Certification Proprietary 5-step compliance program covering device suitability (Australian Resuscitation Council compliance, local manufacturer support, recall process), accessible placement (within 90 seconds for at least 70% of venue), staff induction/annual reminders, visual inspection, and proactive battery/pad replacement. Included free with Gold Certified devices.
• Online DEFIB Familiarisation Training Online adult-learning-based training program developed with Ripen Psychology, delivered in under 12 minutes per year. Includes tracked training, annual refresher training, and communication templates designed to evolve employee beliefs so they will use an AED in an emergency regardless of formal training status.
• Corporate AED Solutions (4+ Devices) Bespoke AED program for organisations requiring 4 or more devices, including expert device-selection advice, placement guidelines, volume discounts, full cost-of-ownership assessment, integrated training/communication resources, optional autonomous monitoring over WiFi/3G, and a vendor-led maintenance schedule. Operated under the Corporate AED Solutions brand.
• Pay By The Month Financing (via Grenke) 48-month leasing option for AED purchases financed by Grenke, a German bank. Customers need 2 years of trading history and a clean credit history to qualify. After 48 months, the device can be returned or purchased outright with one additional monthly payment; all financed devices carry an 8-year warranty.

Quantifiable outcome

• ~10% baseline Australian SCA survival rate vs ~70% with fast defibrillation within 3 minutes
• +6 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• Ripen PsychologycoreStrategic or Co-development PartnerRipen Psychology, described as experts in adult learning, co-developed the company's online training program. The training is unique, compelling and efficient (delivered in under 12 minutes per year) and uses belief-adaptation techniques, social learning, and 'stumble upon the truth' reinforcement.
• Heartsine (Stryker)coreOEM/ Whitelabel/ Licensing PartnerHeartsine is the manufacturer of the samaritan 360P and 500P AEDs stocked and sold by the DEFIB Warehouse. The Heartsine brand is the 'toughest DEFIB in market' and the brand used by the US Marines. Heartsine 360P carries IP56 rating, 200-joules output, 4-year battery and pad life, and 8-year manufacturer warranty.
• Stryker / Physio-Control (LIFEPAK CR2)coreOEM/ Whitelabel/ Licensing PartnerManufacturer of the LIFEPAK CR2 family (Essentials, WiFi with CPR Insight, 4G with Seamless Connectivity) – 'arguably the most technologically advanced DEFIB on the market', made in Seattle, and the brand used by NSW Ambulance Paramedics. Stocked and bundled by the DEFIB Warehouse.
• Restart The HeartmajorOthersAs of May 2026, the team at Restart The Heart assumed responsibility for the DEFIB warehouse. The site's 'Our Story' page announces the transition and provides contact email for ongoing inquiries.
• Michael Eburn (Emergency Law specialist)minorOthersEmergency Law expert cited across the AEDs/Law/Liability page; the company explicitly states it has no commercial or informal relationship with him but references his research and writing to support its position that Good Samaritan legislation and AED installation do not increase liability.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Philips HeartStart: Long-standing AED product line (HeartStart HS1/Home/FR3) competing in the same workplace and public-access defibrillator category. Operates as part of a much larger connected-care portfolio rather than as an AED specialist.
• Stryker (Physio-Control / LIFEPAK): Owner of both the LIFEPAK CR2 family and Heartsine — i.e., both of The DEFIB Warehouse's core OEM lines. A broad incumbent that could at any point bypass Australian resellers and sell direct to enterprise AED buyers.
• ZOLL Medical: Established US AED manufacturer (AED Plus, AED 3, X Series) and broader resuscitation portfolio. Overlaps with The DEFIB Warehouse as a competing hardware brand sold to the same workplace, gym, EMS and public-venue buyers, but at much larger global scale.

Direct peers

• HeartSine Technologies: Stryker-owned AED manufacturer of the samaritan 360P and 500P — the same products The DEFIB Warehouse resells in Australia. Comparable as the upstream OEM whose brand is explicitly marketed to The DEFIB Warehouse's customers ('trusted by US Marines').
• Defibtech: US-based AED manufacturer (Lifeline VIEW, Lifeline ARM) targeting workplaces, schools and public venues — overlapping with The DEFIB Warehouse's customer verticals and offering an alternative curated brand that a specialist AED reseller could substitute in.

Emerging players

• Mindray: Global medical device manufacturer that has entered the AED category with its BeneHeart series, competing on price-sensitive tenders in workplace and public-access segments where The DEFIB Warehouse also pitches.
• Avive Solutions: US-based connected AED startup with a focus on cellular-connected devices and AED registry integration — a direct adjacency to The DEFIB Warehouse's LIFEPAK CR2 4G / LIFELINKcentral monitoring proposition, and a likely future competitor in Australia if it expands overseas.

Regional players

• St John Ambulance Australia: Australian first-aid training and supplies provider that bundles AED sales with accredited first-aid courses — directly competing for the same not-for-profit, school, sporting club and SMB buyers with an integrated training-and-device offering similar in spirit to The DEFIB Warehouse's HeartRESTART + Ripen bundle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/embed/vhXoxAYYuSo
• LinkedInlinkedin.com/company/corporate-aed-solutions

Compliance1 record

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 The DEFIB Warehouse