What Safety Media does

Safety Media Inc. is a Toronto-based, privately-held manufacturer and distributor of fire, life, workplace safety, and compliance products, founded in 1987 and operating under founder William Roberts. The company sells a broad catalog of physical safety products — fire safety plan boxes, WHMIS/SDS storage boxes, key boxes, fire extinguishers and accessories, emergency lighting, evacuation and egress signage, tactile/AODA-compliant wayfinding signs, first aid products, PPE, traffic and parking signs, and marine safety signs — alongside a premium bespoke sub-brand, Singularum. Underlying technology is a BigCommerce-powered e-commerce storefront with integrated CAD/USD currency switching and account functionality, complemented by an in-house digital compliance management platform branded C2020.

The business model combines unit-priced e-commerce product sales (one-time transactions ranging from approximately $2.64 to over $500) with project-based and recurring professional services: fire safety plan development and review, professional signage installation, and classroom/on-site fire safety training. Go-to-market is direct-to-customer via the website, supported by content marketing through blog articles, an email newsletter, a YouTube training channel, and Google Reviews-driven social proof. Distribution partnerships with branded manufacturers (Mircom, AMEREX, Ecoglo, Strike First, Safety Technology International, Delta Plus Group, Spilltech) extend the catalog without in-house production risk.

The company primarily serves Canadian commercial and residential property owners and managers, condominium corporations, commercial buildings and institutions, industrial facilities, and private property managers, with a developing presence in the US market. Differentiation rests on Ontario Fire Code and municipal by-law expertise, dual Canadian/US compliance standards (ULC, NFPA, ANSI, ADA/AODA), 38 years of operating history, and a 4.9/5.0 Google Reviews rating. Customer concentration is low, with a long-tail SMB and individual buyer base and no named enterprise anchors.

Name

Safety Media

Legal name

Safety Media Inc.

Website

https://safetymedia.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Safety Media Inc. is a Toronto-based, founder-owned distributor and manufacturer of fire, life, workplace safety, and compliance products sold via e-commerce to Canadian and US property managers, building owners, and institutions, supported by training, signage installation, and a digital compliance platform.

Ownership category

akta.pro rank

Product category

Fire & Life Safety Products

NAICS

Security Systems Services (56162)

akta.pro primary industry

Incident Reporting, Deficiency Management & Compliance Documentation Services (Digital Logs/Records) (BPABAHAN)

akta.pro secondary industries

Fire Alarm Systems (Design/Install/Service/Monitoring) (BPABAHAA), Fire & Life Safety Services (Inspection/Testing/Sprinklers/Alarms) (IMAIAAAI), Testing, Inspection, Maintenance & Compliance Services (NFPA/Local Code) (HSAHAFAG)

Keywords

• Fire safety products
• Life safety compliance
• Custom building signage
• Workplace safety equipment
• Fire protection equipment

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Sale of physical safety products including fire safety signs, fire extinguishers, first aid kits, WHMIS/SDS boxes, fire safety plan boxes, key boxes, emergency lighting, evacuation equipment, personal protective equipment, and custom signage. Products are sold at various price points from single units to bulk quantities through e-commerce platform.
2. Professional Services: Fire safety plan development and review services, emergency evacuation map creation, professional signage installation, and classroom/on-site fire safety training programs. Services tailored to 2026 Fire Code requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Safety Media manufactures, distributes, and retails fire and life safety products through a BigCommerce-powered e-commerce platform serving Canadian and US customers with CAD and USD pricing. Its catalog spans fire extinguishers, fire safety plan boxes, WHMIS/SDS boxes, evacuation and emergency signage, tactile ADA/AODA-compliant signs, first aid kits, spill kits, and custom signage solutions including the Singularum premium line. The company also provides professional services including fire safety plan development, classroom and on-site training, professional signage installation, and the C2020 digital compliance management platform.

Product overview

Safety Media is a fire and life safety, workplace safety, and compliance product and service company operating an e-commerce platform. Their offering is a broad portfolio of physical safety products organized around core categories: Custom Building Signage Solutions (including the Singularum bespoke sub-brand), Occupational Safety & Fire Safety Planning products (Fire Safety Plan Boxes, WHMIS Boxes, SDS Boxes, Key Boxes), Fire Protection Equipment & Signs (extinguishers, alarms, blankets), Emergency Response & Evacuation products (evacuation signs, emergency lighting, egress equipment), Tactile Signs & Floor Identification Markers, First Aid Products, Safety & Workplace Safety Signs, No Smoking Products, Traffic & Parking Signs, Marine Signs, and Tactile Wayfinding Solutions. Services include C2020 Digital Compliance Management, Fire Safety Plan Development & Review, Fire & Life Safety Training, and Professional Signage Installation. The company primarily serves Canadian and US markets with CAD and USD pricing.

Differentiator

Problem solved

Functional benefit

Brands

• Singularum: Bespoke Signage Solutions - an exclusive line of high-end, luxury custom signage products that blends striking design with modern materials and unique finishes.

Products and services

• Custom Building Signage Solutions Custom indoor and outdoor signage solutions including evacuation maps, custom stickers, room signs, banners, aluminum outdoor signs, building letters, wayfinding signs, and custom safety signs for commercial buildings and institutions.
• Singularum Bespoke Signage Solutions High-end bespoke custom signage line with luxury finishes and modern materials designed for exclusive architectural projects and premium commercial interiors.
• Fire Safety Plan Boxes & Accessories Fire department-approved metal boxes (stainless steel and other materials) for storing fire safety plans, with padlock or cam lock options, providing emergency access for first responders.
• WHMIS Boxes & Accessories Boxes for storing Workplace Hazardous Materials Information System (WHMIS) documentation and Safety Data Sheets for hazardous materials compliance in workplaces.
• SDS Boxes & Accessories Boxes for storing Safety Data Sheets covering chemical use, storage, handling, and emergency procedures for regulatory compliance.
• Key Boxes & Lenses Fire service key boxes for secure storage of building service keys with quick emergency crew access, available in stainless steel and red metal options.
• Log Books, Compliance & Codes Compliance log books, Canadian editions, building codes, fire codes, and NFPA standards for regulatory documentation and inspection records.
• Fire Protection Equipment & Signs Fire extinguishers, pull station covers, fire alarm parts, RACE & REACT signs, smoke/CO/exit alarms, fire blankets, and water supply equipment for buildings.
• Emergency Response, Evacuation & Egress Equipment Fire warden products, emergency response kits, evacuation signs, stairwell pathmarking signs, ULC certified photoluminescent running man signs, emergency lighting, and egress equipment.
• Tactile Signs and Floor Identification Markers AODA-compliant tactile and Braille signs for floor/stairwell identification, room signs, unit number signs, and accessibility wayfinding products.
• First Aid Products & Signs First aid kits, refills, eyewash stations, stretchers, and signage for first aid response compliance.
• Safety Products & Signs Construction signs, spill kits, ANSI safety signs (CAUTION, DANGER, NOTICE, WARNING), floor graphics, WHMIS posters, and safety compliance documents.
• Workplace Safety Products & Signs Personal protective equipment, reflective safety vests, fall protection, lockout stations/kits, and sign mounting hardware.
• No Smoking Signs and Products No smoking, no vaping, no marijuana signs, smoke-free Ontario signs, designated smoking area signs, and cigarette disposal containers.
• Traffic, Parking & Private Property Signs Parking signs, fire route signs, OTM signs, traffic signs, mirrors (dome, convex), stencils, and outdoor sign mounting hardware.
• Marine Signs Signs for structural fire protection, fire protection appliances, and life saving appliances for marine vessel compliance.
• Tactile Wayfinding Solutions Access tiles and surface-applied tactile solutions for accessible navigation in public buildings.
• C2020 Digital Compliance Management Digital compliance management platform for tracking and managing fire and life safety compliance requirements for buildings, helping property managers maintain regulatory compliance.
• Fire Safety Plan Development & Review Service Professional services for developing and reviewing fire safety plans to meet Ontario Fire Code requirements, tailored to upcoming 2026 Fire Code provisions.
• Fire & Life Safety Training Classroom and on-site training programs for fire wardens, designated persons, and residents including practical fire safety boot camps.
• Professional Signage Installation Expert installation services for custom signage ensuring proper positioning and code compliance, delivered on-site by Safety Media's installation team.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Brady Corporation: Brady is a global leader in identification and safety solutions, including safety signs, labels, and lockout/tagout products sold through its BradyID and Seton brands. Comparable to Safety Media as a broad incumbent offering overlapping safety signage, identification, and compliance products across both consumer and industrial markets.
• Cintas: Cintas provides fire extinguisher inspection, first aid services, safety training, and facility services across North America. Comparable to Safety Media as a larger incumbent that combines physical safety products (extinguishers, first aid) with recurring compliance, inspection, and training services for commercial properties.
• ULINE: ULINE is a major North American distributor of shipping, industrial, and safety products including safety signs, facility supplies, and emergency equipment. Comparable to Safety Media as a broad-fulfillment competitor whose safety and facility signage catalog overlaps significantly with Safety Media's product range, often with aggressive pricing.
• Ansell: Ansell is a global manufacturer of personal protective equipment, including the workplace safety products (PPE, gloves, vests) that Safety Media distributes through partners like Delta Plus. Comparable as a broad incumbent in the safety products supply chain whose PPE category directly overlaps with Safety Media's workplace safety offering.
• Honeywell Fire Safety (NOTIFIER): Honeywell's fire safety business designs, manufactures, and services commercial fire alarm, detection, and emergency communication systems under brands like NOTIFIER. Comparable as a broad incumbent operating across the same fire and life safety space as Safety Media, with deeper enterprise presence and installed-system service contracts.
• Justrite Safety Group: Justrite manufactures safety, storage, and spill containment products including safety cabinets, eyewash stations, and spill kits—categories that overlap with Safety Media's workplace safety and spill response offerings. Comparable as an established manufacturer/distributor in adjacent safety product categories.

Direct peers

• Mircom Group: Mircom manufactures and distributes fire alarm systems, communication systems, and life safety products, and is already a brand partner of Safety Media. Comparable as a Canadian-based fire and life safety equipment provider with overlapping product categories and similar regulatory expertise in Canadian fire codes.
• SafetySign.com: SafetySign.com is a direct-to-consumer online retailer specializing in ANSI/OSHA safety signs, traffic signs, and facility identification products. Highly comparable to Safety Media as a direct e-commerce competitor offering a similar catalog of safety signage, custom signs, and compliance products to property managers and SMBs.
• Seton (a Brady brand): Seton is a Brady-owned brand selling safety signs, labels, lockout/tagout, and facility compliance products direct to businesses. Directly comparable to Safety Media as a catalog-based e-commerce provider of safety signage, facility identification, and code-compliance materials serving property and facility managers.
• Accuform Manufacturing (MSS): Accuform manufactures and distributes a broad catalog of safety signs, tags, labels, and facility identification products. Comparable to Safety Media as a sign manufacturer/distributor offering ANSI/OSHA-compliant products to industrial, commercial, and facility management customers through both direct and distribution channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/safetymediainc
• Xx.com/safetymediainc
• Facebookfacebook.com/SafetyMediaInc
• LinkedInlinkedin.com/company/safetymediainc

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 Safety Media