Naoka

What Naoka does

Naoka Inc. is an Indigenous-owned Canadian manufacturer based in Strathcona County, Alberta, that designs and produces vehicle safety whips and buggy whips for heavy equipment visibility in industrial settings. The company primarily serves the oil and gas industry, including mining and broader industrial operations where vehicles and heavy equipment operate in proximity and high-visibility safety signaling reduces workplace accident risk. Founded by Dene-Métis entrepreneur Shelly Mandeville, who serves as CEO, the company was established in 2011 and named after the Dene word for 'Northern Lights.'

Naoka's product portfolio comprises four vehicle safety whip lines: the Sirius Fully Lit Whip (LED-lit throughout with a Canadian-sourced military-grade polyolefin covering and an LED-safe adjustable grommet), the Aurora All-In-One Whip (marine-grade construction rated for -55°C to +121°C with heavy-duty steel springs and stainless steel base), the Polaris (encased LEDs providing 360-degree visibility, 9500 PSI shatterproof while maintaining flex for storage), and the Nebulous Non-Lit Whip (compact yellow fiberglass pole with neon orange flag for marking drainage, culverts, and utilities). All products are sold in 3', 5', 6', 8', 10', and 12' length configurations.

Revenue is generated through one-time hardware sales distributed exclusively via authorized dealer networks rather than direct manufacturer sales. Authorized distributors include Gregg Distributors (operating across Alberta in Edmonton, Calgary, Red Deer, Fort McMurray, High Level, Fairview, Spirit River, Grande Prairie, Athabasca, Leduc, Strathmore, and Lethbridge), Saturn Safety (Edmonton), and OH Canada Supply for online orders across Canada. The company employs over 70% Indigenous members, applies a vertical segmentation approach targeting oil and gas customers, and does not publish pricing (quotes are provided upon inquiry). Industry recognition includes the 2015 Aboriginal Women Entrepreneur Award of Distinction from the Alberta Business Awards of Distinction (CCIB) and the 2022 Indigenous Women in Leadership Award from the Canadian Council for Aboriginal Business (CCAB).

Name

Naoka

Legal name

Naoka Incorporated

Website

https://naokainc.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Naoka Inc. is an Indigenous-owned Alberta-based manufacturer of vehicle safety whips for heavy equipment visibility in oil and gas, mining, and industrial workplaces. The company distributes LED-lit and non-lit products through authorized dealers across Western Canada.

Ownership category

akta.pro rank

Product category

Industrial Safety Equipment

NAICS

Electric Lighting Equipment Manufacturing (3351)

SIC

Electric Lighting & Wiring Equipment (3640)

akta.pro industry

PRIMARYIMACAOAJ

Safety, Lighting & Security Hardware Manufacturing (Helmets/Lights/Locks)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Micromobility & Light Electric Mobility Manufacturing (E-bikes/E-scooters/NEVs)

Keywords

• Vehicle safety whips
• Buggy whips
• Industrial safety equipment
• LED safety markers
• Heavy equipment visibility

Headquarters

HQ city

Sherwood Park

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Vehicle Safety Whip Sales: Naoka designs and manufactures high-quality Vehicle Safety Whips and Buggy Whips, distributing through established dealers. Revenue is generated from one-time product sales of safety whips in various sizes (3', 5', 6', 8', 10', 12').

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Naoka Inc. designs and manufactures vehicle safety whips and buggy whips used to mark and increase the visibility of light vehicles operating near heavy equipment in industrial worksites such as oil and gas, mining, and construction. The product line includes fully-lit LED whips (Sirius, Aurora, Polaris) and a non-lit whip (Nebulous), available in multiple sizes from 3' to 12', engineered with shatterproof materials and extreme temperature ratings for harsh Canadian conditions. Distribution occurs through a network of authorized industrial safety equipment dealers across Alberta and online channels.

Product overview

Naoka Inc. is a manufacturer of vehicle safety whips and buggy whips. The product portfolio consists of four distinct safety whip models: the Sirius Fully Lit Whip (fully lit from top to bottom with fluorescent flag and military-grade polyolefin protection), the Aurora All-In-One Whip (top-mounted LED with marine-grade construction and extreme temperature rating), the Polaris (360-degree LED visibility with shatterproof encased LEDs), and the Nebulous Non-Lit Whip (compact design for drain, culvert, and utility marking). The products share a common focus on safety, visibility, and reliability for industrial and workplace applications, with various size options and features catering to different use cases and environmental conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Sirius Fully Lit Whip Fully lit vehicle safety whip designed for heavy equipment worksites. Features a fluorescent flag with reflective materials visible day or night, LED-safe adjustable grommet that allows the pole to be bent without damaging LEDs, and Canadian-sourced military-grade polyolefin protection. Available in 3', 5', 6', 8', 10', and 12' sizes for industrial vehicle visibility.
• Aurora All-In-One Whip Top-mounted LED vehicle safety whip engineered for extreme cold-weather industrial environments. Marine-grade construction with stainless steel base and heavy-duty springs to prevent water ingression, with an extreme temperature rating from -55°C to +121°C. Available in 3', 5', 6', 8', 10', and 12' sizes for oil and gas, mining, and other industrial worksites.
• Polaris Fully lit vehicle safety whip with encased LEDs that provide 360-degree visibility. Refractive materials disperse light evenly; 9500 PSI shatterproof construction maintains flexibility for easy bend-over storage. Equipped with fluorescent flags and 3M reflective tape visible day or night for heavy equipment worksites.
• Nebulous Non-Lit Whip Non-lit safety whip used to identify and protect the ends of drains, culverts, and utilities. Features a yellow fibreglass pole with neon orange flag and stainless steel base, with an optional carbon steel spring, in a compact design for applications with space constraints.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• AKSIS (Aksis Edmonton)minorOthersNonprofit organization dedicated to advancing Indigenous business and professional communities in Edmonton. Their mission is to foster economic empowerment, cultural inclusion, and professional development for Indigenous entrepreneurs and professionals.
• In Synch Consulting Inc.minorImplementation/ SI/ Consulting PartnerEdmonton-based Management Consulting firm providing strategic, sagacious business solutions with over 35 years of collective business, management, and human resource experience.
• Sherwood Park Chamber of CommerceminorOthersChamber of Commerce that promotes business, monitors municipal, provincial and federal governments, and champions managed growth in the local economy.
• Alberta Chambers of CommerceminorOthersAdvocate for Alberta business, providing local resources and championing ideas to move forward sensible solutions for small business.
• Apeetogosan Métis Development Inc.minorOthersServes all of Alberta and assists Métis and Indigenous Entrepreneurs who are planning to start or expand a business.
• Métis Nation of AlbertaminorOthersRepresentative voice on behalf of Métis people in Alberta, promoting and facilitating advancement through pursuit of self-reliance, self-determination and self-management.
• Alberta Women EntrepreneursminorOthersNot-for-profit organization dedicated to enabling women to build successful businesses through advising, financing, mentoring, and skills and network development.
• Canadian Council for Aboriginal Business (CCAB)coreOthersCCAB awarded Naoka's CEO with the 2022 Indigenous Women in Leadership award. Organization committed to promoting successful business relations between Aboriginal and non-Aboriginal businesses.
• AFOA CanadaminorOthersNot-for-profit association helping Indigenous people better manage and govern their communities through enhancing finance and management practices and skills.
• World Vision CanadaminorOthersGlobal relief, development and advocacy organization partnering with children, families and their communities to reach their full potential by tackling causes of poverty and injustice.
• Cando (Council for the Advancement of Native Development Officers)minorOthersFederally registered, non-profit society that is Aboriginal controlled, community based, and membership driven. Focuses on education and professional development for EDOs working in Aboriginal communities.
• Mułdzaghe SocietyminorOthersNon-profit society with mandate to promote and preserve Métis history, collecting and maintaining diaries, journals, family tree documents and manuscripts.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Brady Corporation: Global manufacturer of industrial safety identification, signage, and facility safety products. Broader safety product portfolio but serves similar industrial customers where Naoka's drain, culvert, and utility markers are used.
• Ecco Safety Group: Manufacturer of warning lights, beacons, sirens, and back-up alarms for commercial and industrial vehicles. Established incumbent serving fleets globally with comparable product functionality to Naoka's LED safety whips.
• Grote Industries: Large established manufacturer of vehicle lighting and safety systems serving commercial trucking, emergency, and industrial vehicles. Broader product portfolio than Naoka but competes in the same end-use category of vehicle visibility and signaling.

Direct peers

• North American Signal Company: Manufacturer of vehicle warning lights, safety beacons, and signaling devices for industrial, utility, and emergency vehicles. Overlaps with Naoka in industrial vehicle visibility and signaling, particularly in mining and oilfield applications.
• Vision X Lighting: Manufacturer of industrial-grade LED lighting solutions for heavy equipment, mining, oil and gas, and off-road vehicles. Comparable LED technology and target customer segments in industrial vehicle visibility.
• Signal Vehicle Products: Supplies vehicle warning lights, beacons, and safety accessories for industrial and emergency vehicles. Comparable to Naoka's industrial vehicle visibility product line with overlapping customer types in field-services and mining operations.
• Star Safety Products: Star Safety Products manufactures LED vehicle safety whips and buggy whips for utility, mining, and oilfield vehicles. Directly comparable product category, customer base, and use case to Naoka's whip portfolio.

Emerging players

• Checkers Industrial Safety Products: Specializes in cable management, wheel chocks, and ground protection for industrial worksites, with overlapping industrial safety customer base in oil and gas, mining, and construction.

Regional players

• Pioneer Safety Products: Canadian-based industrial safety equipment supplier offering warning whips, beacons, and related safety products. Regional competitor focused on the Canadian market with overlapping customer segments.

Others

• Gregg Distributors (Distributor): Major Alberta-based industrial MRO distributor and current Naoka channel partner across 11+ locations. Functions as both an indirect customer relationship and a benchmark for regional industrial safety product distribution scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NaokaIncorporated
• LinkedInlinkedin.com/company/naoka-incorporated

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Naoka