Defibshop
Defibshop is an Australian e-commerce retailer founded in 2008 that distributes TGA-approved AEDs from seven major brands alongside consumables, accessories, first aid supplies, and AED servicing across NSW, QLD, VIC, and SA. Founded by paramedics, it serves workplaces, communities, sports clubs, medical responders, and home buyers nationally.
- Company typePrivate
- Founded2008
- HeadquartersFairfield, Australia
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Defibshop does
Defibshop (legal entity The Defib Shop Pty Ltd, ABN 58 154 507 963) is an Australian privately held e-commerce retailer founded in 2008 and headquartered in Yennora, NSW. The company sells Automated External Defibrillators (AEDs), replacement pads and batteries, AED accessories, first aid supplies, and AED training units, acting as an authorised distributor for at least seven TGA-approved AED brands: ZOLL, HeartSine Samaritan, Philips HeartStart, LIFEPAK, Defibtech Lifeline, HeartOn Mediana, and Mindray, with secondary distribution for Cardiac Science, CU Medical, and Schiller. The business does not develop proprietary AED hardware; its technical capability sits in multi-brand distribution, maintenance and compliance servicing across NSW, QLD, VIC, and SA, and curated first aid product lines including the own-brand MODULATOR modular kit system, AEROFORM snake bite bandages, and AEROGLOVE nitrile gloves.
The company generates revenue across six streams: one-time AED sales, recurring consumables (pads and batteries for every brand stocked), AED maintenance and servicing, AED hire/rental on a usage-based model, first aid supplies, and AED accessories such as wall cabinets, carry cases, and signage. Go-to-market is product-led and direct-to-consumer through defibshop.com.au, supplemented by phone sales, email support, local pickup at the Yennora warehouse, and seasonal promotional activity. Customer segments are horizontal, spanning business/workplace, community/residential, sports and recreation, medical/first responders, and home/personal buyers. The competitive positioning is built on multi-brand breadth, paramedic-founder credibility, 16+ years of category presence, and same/next-day dispatch on in-stock items.
The business is founder-controlled with no disclosed external funding, parent company, or acquisition history. No patents, regulatory actions, leadership changes, or public recognitions are recorded. The operating footprint is single-country (Australia), with a content-led marketing approach anchored on the company website, SEO, and educational resources around sudden cardiac arrest, complemented by Afterpay and traditional payment rails including credit/debit cards, PayPal, bank transfer, and purchase orders.
Defibshop firmographics
Firmographics- Name
- Defibshop
- Legal name
- The Defib Shop Pty Ltd
- Website
- https://defibshop.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Defibshop is an Australian e-commerce retailer founded in 2008 that distributes TGA-approved AEDs from seven major brands alongside consumables, accessories, first aid supplies, and AED servicing across NSW, QLD, VIC, and SA. Founded by paramedics, it serves workplaces, communities, sports clubs, medical responders, and home buyers nationally.
- Ownership category
- akta.pro rank
Defibshop industry classification
Industry- Product category
- Defibrillator and First Aid Equipment Retail
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)
- akta.pro primary industry
- Cardiac Rhythm Management (Pacemakers, ICDs, CRT) (HLAHAFAC)
- akta.pro secondary industry
- Emergency Medical Response & On-Campus EMS/AED Programs (EDAEACAO)
Keywords
Where Defibshop is headquartered
LocationHeadquarters
- HQ city
- Fairfield
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Defibshop business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- AED Sales: One-time sales of Automated External Defibrillators across multiple TGA-approved brands including ZOLL, HeartSine Samaritan, Philips HeartStart, LIFEPAK, Defibtech Lifeline, HeartOn Mediana, and Mindray. Products range from consumer/home models to advanced medical defibrillators for professional responders.
- Consumables (Pads & Batteries): Replacement pads and batteries for all AED brands they sell, representing recurring revenue as consumables have expiration dates and require periodic replacement.
- AED Maintenance & Servicing: AED maintenance and defibrillator servicing offered across NSW, QLD, VIC, and SA, providing ongoing service revenue.
- AED Hire/Rental: AED hire and defibrillator rental services for temporary or short-term needs.
- First Aid Supplies: Broad range of first aid supplies including kits, bandages, gloves, burn treatments, snake bite supplies, training manikins, signage, and medical equipment.
- AED Accessories: Wall cabinets, carry cases, brackets, and AED signage for mounting and displaying defibrillators.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | AED products - various packages and bundles |
| Unit Pricing | Pay-as-you-go | First Aid Supplies - individual items and modules |
| Unit Pricing | Pay-as-you-go | AED Accessories - cabinets, cases, brackets |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Defibshop product offering
Product offeringCore offering
Defibshop is an Australia-based online retailer specializing in Automated External Defibrillators (AEDs) and related first aid supplies. The company distributes multiple AED brands including ZOLL, HeartSine, Philips, Defibtech, Mindray, Lifepak, Schiller, and Corpuls, alongside AED consumables (batteries, pads, cases) and workplace first aid kits. They also provide AED maintenance, servicing, trade-in, and rental services.
Product overview
Defibshop is Australia's leading retailer of Automated External Defibrillators (AEDs) and first aid supplies, operating as an e-commerce store with same/next day shipping. The company offers a comprehensive portfolio of TGA-approved defibrillator products across multiple brands (ZOLL, HeartSine Samaritan, Philips HeartStart, Defibtech Lifeline, HeartOn Mediana, LIFEPAK, Mindray) for home, business, community, sports, medical, and first responder segments. Beyond core AED devices, the portfolio includes associated consumables (pads and batteries for all brands), AED maintenance/servicing (NSW, QLD, VIC, SA), AED hire/rental services, training units, wall cabinets and carry cases, signage, and an extensive first aid supplies range. The first aid offering centers on the MODULATOR modular kit system featuring specialized modules (Burns, Eye Wound, Dressings/Bandage, Trauma, Snake Bite, Cuts/Grazes), complemented by various first aid consumables (bandages, gloves, splints, tourniquets) and branded products like AEROFORM snake bite bandages and AEROGLOVE nitrile gloves. The company also offers a trade-in program for existing AEDs.
Differentiator
Problem solved
Functional benefit
Products and services
- ZOLL AED Plus defibrillator
- ZOLL AED 3 defibrillator
- HeartSine Samaritan PAD defibrillators
- Philips HeartStart defibrillators
- Defibtech Lifeline AEDs
- Mindray AEDs
- Mindray C2 AED
- Other AED brands (Lifepak, Schiller, Corpuls)
- AED consumables (batteries and pads)
- AED accessories (cases, cabinets, signage)
- First aid kits and supplies
- AED rental service
- AED servicing and maintenance Inspection, servicing, and maintenance service for AEDs to ensure ongoing operational readiness and compliance; available for all brands sold.
- AED trade-in program
Companies that use Defibshop
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles5 records
Defibshop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Defibshop partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- ZOLLcoreDefibshop is an authorised distributor of ZOLL AEDs including AED Plus, AED 3, AED 3 BLS, AED Pro, X Series, and R Series. They stock and sell the full range of ZOLL defibrillators and consumables.
- HeartSine SamaritancoreAuthorised distributor of HeartSine Samaritan AEDs including 350P, 360P, and 500P models. Stockist of HeartSine consumables and training units.
- Philips HeartStartcoreAuthorised Philips HeartStart AED distributor covering HS1, FRx, and FR3 models with associated consumables.
- LIFEPAKcoreAuthorised distributor of LIFEPAK AEDs including CR Plus, CR2, and Lifepak 15 models.
- Defibtech LifelinecoreAuthorised distributor of Defibtech Lifeline AEDs including the standard Lifeline AED and Lifeline VIEW models with associated consumables.
- HeartOn MedianacoreAuthorised distributor of HeartOn Mediana AEDs including A10 and A15 models with consumables.
- MindraycoreAuthorised distributor of Mindray AEDs including Beneheart C1A, C2, and D1 models with associated consumables.
- LifePak Physio (Authorised Distributor)minorDefibshop is shown as an authorised LifePak Physio distributor in branding materials.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Defibshop competitors and assessment
Company assessmentBroad incumbents
- ZOLL Medical: Global AED (ZOLL AED Plus, AED 3) and cardiac care device manufacturer. One of Defibshop's core principals on the supply side and a competitor through its own direct Australian distribution.
- Cardiac Science: Manufacturer of Powerheart AEDs and AED accessories. Comparable in that they produce and distribute one of the major AED brands referenced in Defibshop's consumables catalogue, competing for the same end-customer AED procurement budgets.
- Stryker: Global medical device conglomerate operating the LIFEPAK and HeartSine AED brands that Defibshop distributes. Competes with Defibshop by selling LIFEPAK products direct to large hospital and EMS systems.
- Philips Healthcare: Manufacturer of Philips HeartStart AEDs (HS1, FRx, FR3) and broader patient monitoring portfolio. Sells direct globally; a key Defibshop supplier and an indirect competitor via its own e-commerce channel.
Direct peers
- AED Brands: Online AED retailer carrying multiple brands plus accessories and training units. Same business model as Defibshop (multi-brand e-commerce) serving workplace, school and community buyers outside Australia.
- AED Superstore: US-based, online-only retailer of AEDs, accessories and training supplies across multiple brands. Closest functional analogue to Defibshop: multi-brand distributor selling direct to end customers via e-commerce, with attached consumables and service revenue.
- Medshop Australia: Australia-based online retailer of medical, first aid and emergency response supplies, including AED-adjacent products. Competes with Defibshop for the same SMB and consumer Australian buyer.
- Bound Tree Medical: Large US distributor of emergency medical equipment and supplies, including AEDs and defibrillator accessories to EMS, fire and healthcare buyers. Directly comparable wholesale/distribution model to Defibshop's AED and first aid catalogue.
Regional players
- First Aid Pro: Australian first aid supplies retailer with a national training and equipment distribution footprint. Overlaps with Defibshop on the first aid kit and workplace compliance part of the catalogue.
- St John Ambulance Australia: Australia's primary first aid and AED training/supply charity, selling AEDs and first aid kits nationally. Closest domestic comparable in mission and product breadth, with the advantage of a national training network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Defibshop social profiles
Digital presenceDefibshop financial estimates
Financial estimateRevenue estimate
Valuation estimate
Defibshop leadership team
Management profileNumber of profiles
Defibshop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Defibshop 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 Defibshop
What does Defibshop do?
Defibshop is an Australia-based online retailer specializing in Automated External Defibrillators (AEDs) and related first aid supplies. The company distributes multiple AED brands including ZOLL, HeartSine, Philips, Defibtech, Mindray, Lifepak, Schiller, and Corpuls, alongside AED consumables (batteries, pads, cases) and workplace first aid kits. They also provide AED maintenance, servicing, trade-in, and rental services.
Is Defibshop a public or private company?
Defibshop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Defibshop founded?
Defibshop was founded in 2008. It employs 11 to 50 people.
Where is Defibshop based?
Defibshop is headquartered in Fairfield, Australia, in the Oceania region.
How does Defibshop make money?
Six revenue lines are on record. AED Sales are the primary driver. The others are consumables (Pads & Batteries), AED Maintenance & Servicing, AED Hire/Rental, first Aid Supplies and AED Accessories.
Who are Defibshop's main competitors?
Broad incumbents on record are ZOLL Medical, Cardiac Science, Stryker and Philips Healthcare. Direct peers are AED Brands, AED Superstore, Medshop Australia and Bound Tree Medical. Regional players are First Aid Pro and St John Ambulance Australia.
Does Defibshop have an API?
No public API is recorded for Defibshop.
What industry is Defibshop in?
Defibshop's product category is Defibrillator and First Aid Equipment Retail. Its primary akta.pro industry code is HLAHAFAC, Cardiac Rhythm Management (Pacemakers, ICDs, CRT), with a secondary code of EDAEACAO, Emergency Medical Response & On-Campus EMS/AED Programs. Its SIC code is 5047.