Stage FX

What Stage FX does

Stage FX is an Australian private company (legal entity Holi Powder, ABN 15 284 731 546) founded in 2008 by Chris Bagnall and headquartered at 35 Porter Street, Hemmant, Queensland. It is a specialty e-commerce retailer, wholesaler, and equipment hire operator focused on event special effects, with a product catalogue spanning Holi Colour Powder, confetti (Mylar and biodegradable tissue), CO2/Cryo jets, fog/smoke/haze machines, cold spark fountains, snow/foam machines, bubble machines, UV neon party paint, gender reveal kits, glow party supplies, instant slime, LED barware, lighting truss, and fire safety products such as F-500EA extinguishers. The technical moat is concentrated in proprietary consumable formulations (a non-toxic, food-grade, fire-resistant biodegradable Holi Colour Powder; a no-residue Stage FX Fog Fluid designed to protect heater tanks) and house-branded hardware such as the DMX-controlled Stage FX Sparktacular cold spark machine.

The company operates three go-to-market motions in parallel: a direct-to-consumer Shopify storefront at stagefx.com.au with Australia-wide same-day dispatch for orders placed before 1pm; a wholesale distribution arm supplying Australian retail outlets at discounted rates; and a Brisbane Metro equipment hire shop offering 1–28 day rentals of higher-ticket machines. Revenue is generated via one-time product sales, wholesale bulk pricing, and usage-based equipment hire, with all prices inclusive of Australian GST and a 10% Price Beat Guarantee against authorised Australian retailers as a pricing lever. Customers are fragmented across schools and education, event professionals and production companies, consumers and party planners, hospitality and nightlife venues, and community organisations and fundraisers, with cumulative supply of 'millions of kilograms' of colour powder cited across Australia and New Zealand. Distribution and brand presence are reinforced through Facebook, Instagram, TikTok, YouTube, phone sales, and email, with no disclosed AI/ML, software platform, or external funding — Stage FX appears to be a bootstrapped, founder-controlled specialty retailer whose competitive position rests on import scale, formulation IP, and a multi-channel fulfilment footprint rather than technology differentiation.

Name

Stage FX

Legal name

Holi Powder

Website

https://stagefx.com.au

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Stage FX is a Brisbane-based Australian e-commerce retailer, wholesaler, and equipment hire operator, founded in 2008, selling event special effects products and consumables — including Holi Colour Powder, confetti, CO2/Cryo jets, fog and spark machines — directly to consumers, schools, event professionals, hospitality venues, and wholesale retailers across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Event Special Effects Equipment and Consumables

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB)

Keywords

• Special effects equipment
• Holi colour powder
• Confetti cannons
• CO2 cryo jets
• Event equipment hire

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: One-time product sales of special effects equipment and consumables including Holi Colour Powder, confetti, CO2 machines, fog machines, spark machines, bubble machines, and accessories through e-commerce website.
2. Wholesale Distribution: Distribution of products to retail outlets at discounted wholesale rates, targeting retailers and other businesses in the event supply chain.
3. Equipment Hire: Hire of professional-grade special effects equipment including CO2 jets, smoke machines, confetti cannons, bubble machines, foam machines, and snow machines. Pricing based on hire duration (1-28 days) with pickup or Brisbane Metro delivery options.
4. Bulk/Wholesale Discounts: Volume-based pricing with bulk discounts available for large orders, particularly for schools and large-scale events.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Stage FX sells special effects equipment and consumables for events, including Holi Colour Powder, confetti, CO2/cryo jets, fog/smoke/haze machines, spark/flame machines, snow/foam machines, bubble machines, LED barware, and lighting truss accessories. The company sells these products directly to end customers via its e-commerce site, distributes them at wholesale to retail outlets, and rents professional-grade equipment through a hire shop with pickup and Brisbane Metro delivery.

Product overview

Stage FX is an Australian e-commerce company and equipment rental service established in 2008, specializing in event special effects products. The product portfolio is organized around consumable products (Holi Colour Powder, Confetti, Smoke Emitters, Slime, Neon Paint) and equipment (Confetti Cannons/Machines, CO2/Cryo FX Machines, Fog/Smoke/Haze Machines, Spark/Flame Machines, Snow/Foam Machines, Bubble Machines, Lighting Truss). The company operates both direct sales and a hire shop for equipment rental, serving events ranging from school colour runs and gender reveal parties to major concerts, festivals, and corporate events. The product ecosystem includes complementary accessories like squeeze bottles, protective glasses, and fluids/consumables for the machines.

Differentiator

Problem solved

Functional benefit

Products and services

• Holi Colour Powder 10kg Bulk Pack Bulk 10kg pack of Stage FX's proprietary Holi Colour Powder for schools, colour runs, festivals and large-scale events. Made from corn starch with food-grade colouring, fire-resistant, biodegradable and water-soluble.
• Colour Powder Easy Squeeze Bottles Pre-filled 500g squeeze bottles of Holi Colour Powder for controlled colour bursts at events, sold to event organisers and consumers without any mixing required.
• Confetti (Full Range) Stage FX's full confetti range including Mylar reflective foil confetti, tissue paper biodegradable confetti, glow-in-the-dark and dissolvable variants, available in multiple colours and pack sizes for events.
• Mylar Shiny Confetti 1kg 1kg pack of stage FX's reflective Mylar foil confetti available in 15 colours, waterproof and flameproof, designed for indoor events.
• Confetti Cannons Powered confetti cannons and launchers including single-shot units, R5 twin-output and R6 quad-output cartridge launchers sold to event professionals and consumers.
• Confetti Machines Powered electronic confetti machines for continuous confetti deployment at events, including the MagicFX Confetti Swirl, Confetti UFO and LED Confetti Blower sold or hired to event professionals.
• CO2 / Cryo FX Machines Professional CO2 jet and cryo FX machines including X4, X5, X6 models and LED ECO Jets producing powerful bursts of fog for high-impact visual effects at concerts, festivals and clubs.
• Fog, Smoke and Haze Machines Professional atmospheric effect machines including vertical fog jets, club foggers, LED fog jets, low fog machines and dry ice foggers sold to event, club and production customers.
• Stage FX Sparktacular - Spark Machine DMX and Remote Control Cold spark fountain machine with adjustable heights up to 5 metres, DMX and remote control, up to 15 minutes per powder refill, sold with a 12-month warranty to event professionals and venues.
• Spark and Flame Machines Range of Sparkular and Galaxis spark and flame machines including Sparkular Mini, V3, Sparkular Fall, LED Silk Flame and Galaxis G-Flame, sold with 12-month warranty to event production customers.
• Snow / Foam Machines High-volume foam and snow effect machines for foam parties and winter-themed events, including HS2 Super Quiet Snow Machine, Foam Machine and Snow Machine (H-S6) sold to event and party customers.
• Bubble Machines High-performance bubble machines including H8 Pro Bubble Machine, Large Bubble Machine, Smoke Bubble Machine and LED Bubble Fogger for parties and events.
• One Minute Smoke Emitters Single-use coloured smoke emitters in 8 colours producing vibrant plumes for gender reveals, photography and special effects, classified as non-dangerous goods and sold to consumers and event customers.
• UV Neon Party Paint / Glow Party Washable fluorescent UV neon party paint made in the USA, compliant with AST-4236, safe for skin and hair, sold as Australia's largest bulk neon body paint range for glow parties and events.
• Gender Reveal Products Complete gender reveal solutions including Holi Colour Powder, smoke emitters, confetti cannons and bundles in pink and blue, sold to consumers planning personal celebrations.
• Instant Green Slime Australian-made 500g green slime powder that yields approximately 40 litres of slime, non-toxic and biodegradable, sold to schools, events and parties.
• LED Barware LED-lit bar accessories including bottle sparklers, ice cubes, jugs, cups, shot glasses, table domes, bottle coasters and VIP bottle holders sold to bars, clubs and event customers.
• Lighting Truss & Cable Accessories Professional aluminium and steel lighting truss components, clamps, safety steels, power drops, base plates, cable protection and hoist equipment sold to event production customers.
• Fire Safety Solutions F-500EA Fire Extinguisher and Firestryker fire safety products sold to event professionals and venues, with F-500EA suitable for small lithium-ion battery fires, fluorine-free and biodegradable.
• Stage FX Fog Fluid Stage FX's proprietary fog and haze fluid formulated for clubs and pubs, leaving no residue and protecting machines from clogging, available in 4.5L and 25L sizes.
• Stage Effects Equipment Hire Shop Equipment rental service offering CO2 jets, cryo blasters, fog machines, confetti machines, snow/foam machines, bubble machines, spark machines, flame machines, lighting and generators for events, with 1-28 day hire periods and optional Brisbane Metro delivery.

Quantifiable outcome

• Orders dispatched same day if received before 1pm
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCLjyd8tRRs4m6JnjzNuyw4g
• Facebookfacebook.com/StageFX
• Instagraminstagram.com/stagefx_official
• TikToktiktok.com/@stage.fx

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Stage FX