RED CROSS STORES LIMITED
RED CROSS STORES LIMITED operates the e-commerce arm of the American National Red Cross, selling first aid kits, CPR/AED/BLS training supplies, emergency preparedness products, and branded merchandise to consumers, healthcare providers, schools, and military families.
- Company typePrivate
- Founded1881
- HeadquartersLONDON, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What RED CROSS STORES LIMITED does
The American National Red Cross is a federally chartered humanitarian organization founded in 1881 and headquartered in Washington, D.C. It operates a national network of more than 185 chapters, regional blood collection operations, Biomedical Services facilities, and training centers delivering disaster response, emergency preparedness education, blood and plasma collection, and direct military family support. Revenue is generated through a hybrid model: biomedical product sales to hospitals, CPR/AED and BLS/ALS/PALS certification fees, training supply and first aid kit sales via the Red Cross Store e-commerce platform, individual and corporate donations, and grants. The Red Cross Store (redcrossstore.org) is the direct-to-consumer e-commerce channel selling branded first aid kits, emergency preparedness products, CPR and AED supplies, training materials, youth program supplies, and Red Cross branded merchandise across individual, institutional, and federal-adjacent customer segments.
Commercially, the Red Cross Store operates a tiered pricing model with retail pricing for individual consumers, bulk discounts for institutional buyers (schools, healthcare providers, corporate safety officers), and discount programs for military families. Underlying technology is a standard e-commerce platform supporting catalog browse, search, account management, and digital accessibility (WCAG 2.1 Level AA compliance achieved in 2025). Customer segments are explicitly diversified: military service members and veterans, healthcare organizations, schools and youth programs, corporate safety officers, and general consumers. Distribution leverages the physical chapter footprint for pickup and training support, while digital channels handle direct e-commerce fulfillment. Recent product strategy has emphasized higher-value medical training supplies (BLS/ALS/PALS line launched in 2025) to capture per-transaction revenue from healthcare providers. The organization has historically held long-standing partnerships with the International Red Cross and Red Crescent Movement, the Church of Jesus Christ of Latter-day Saints, and corporate risk partners such as Marsh USA.
The organization is structurally distinctive: it is a federally chartered instrumentality of the United States, supported in part by Congress, yet operates with nonprofit governance and volunteer-driven service delivery. The Red Cross emblem is internationally protected under the Geneva Convention, creating a brand-asset moat no competitor can replicate. Strategic posture in the past 12-18 months has been incremental and defensive-modernizing: launching higher-margin certification supplies, exiting the text-to-donate channel in June 2024, and investing in digital accessibility compliance rather than pursuing aggressive M&A or geographic expansion. The London-registered entity "RED CROSS STORES LIMITED" appears as a commercial subsidiary record but operational detail on its standalone revenue and headcount is not disclosed in the input.
RED CROSS STORES LIMITED firmographics
Firmographics- Name
- RED CROSS STORES LIMITED
- Legal name
- The American National Red Cross
- Website
- https://redcrossstore.org
- Company type
- Private
- Founded year
- 1881
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- RED CROSS STORES LIMITED operates the e-commerce arm of the American National Red Cross, selling first aid kits, CPR/AED/BLS training supplies, emergency preparedness products, and branded merchandise to consumers, healthcare providers, schools, and military families.
- Ownership category
- akta.pro rank
RED CROSS STORES LIMITED industry classification
Industry- Product category
- Humanitarian Services and Emergency Preparedness
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Retail-Drug Stores And Proprietary Stores (5912)
- akta.pro primary industry
- Outdoor Safety, Survival & First Aid Retail (CRAMAMAG)
Keywords
Where RED CROSS STORES LIMITED is headquartered
LocationHeadquarters
- HQ city
- LONDON
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
RED CROSS STORES LIMITED business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Financial Donations: The primary revenue stream consists of financial donations from individuals, corporations, and foundations. Ninety cents of every dollar spent is invested in humanitarian services and programs.
- Training Services and Certifications: Revenue from training courses including CPR, First Aid, AED, BLS, ALS/PALS, Lifeguarding, Swimming, and Babysitting certifications. Includes group training for organizations.
- Biomedical/Blood Services: Blood collection and distribution services, with blood donations provided at no cost to donors.
- Red Cross Store (E-commerce): Online sales of training supplies, first aid kits, books, DVDs, emergency preparedness products, and AED equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Training courses available in multiple formats at varying price points |
| Unit Pricing | Pay-as-you-go | Training supplies, first aid kits, and emergency preparedness products |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
RED CROSS STORES LIMITED product offering
Product offeringCore offering
RED CROSS STORES LIMITED operates the Red Cross Store (redcrossstore.org), an e-commerce platform selling emergency preparedness supplies, training materials, first aid kits, AED trainers, CPR manikins, books and DVDs, and aquatics safety products. The store serves both individual consumers and organizations seeking Red Cross training and certification materials. It operates as part of the broader American Red Cross ecosystem, a federally chartered humanitarian organization founded in 1881 that delivers disaster relief, blood services, training and certification, and support to military families through 185+ chapters across the United States.
Product overview
RED CROSS STORES LIMITED operates the Red Cross Store (redcrossstore.org), an e-commerce platform that sells Red Cross training supplies, emergency preparedness products, and first aid materials. The store is part of the American Red Cross ecosystem and offers products across categories including training equipment (manikins, AED trainers, CPR masks), educational materials (books, DVDs, course supplies), aquatics safety products, emergency preparedness kits, and first aid supplies. The store serves both individual consumers and organizations seeking Red Cross training and certification materials.
Differentiator
Problem solved
Functional benefit
Products and services
- Red Cross Store E-commerce storefront at redcrossstore.org selling training supplies, first aid kits, books, DVDs, emergency preparedness products, and AED equipment to individual consumers and organizations.
- Training Supplies Training equipment including manikins, AED trainers, CPR masks, and instructional equipment for Red Cross certification courses such as CPR, First Aid, AED, BLS, and ALS/PALS.
- Books and DVDs Training books, manuals, and DVDs for various Red Cross courses including First Aid, CPR, Lifeguarding, and Swimming.
- Lifeguarding and Learn to Swim Aquatics training materials, lifeguarding equipment, and swimming safety resources.
- Emergency Preparedness Products Survival kits, 72-hour emergency kits, emergency radios, flashlights, blankets, and disaster readiness supplies.
- First Aid Kits Pre-assembled first aid kits for home, business, construction, schools, and vehicles.
- BLS/ALS/PALS Supplies Training materials and equipment for Basic Life Support, Advanced Life Support, and Pediatric Advanced Life Support healthcare certification courses.
Quantifiable outcome
- 90 cents of every dollar invested in humanitarian services and programs
- +1 more outcomes
Companies that use RED CROSS STORES LIMITED
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
RED CROSS STORES LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
RED CROSS STORES LIMITED partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- International Red Cross and Red Crescent MovementcoreThe American Red Cross is part of the world's largest humanitarian network consisting of 187 Red Cross and Red Crescent Societies, The International Federation of the Red Cross and Red Crescent Societies, and the International Committee of the Red Cross. This network coordinates unified responses to disasters and humanitarian emergencies globally.
- Marsh USA (Insurance Broker)minorMarsh USA serves as the insurance broker for the American Red Cross, providing Memorandum of Insurance documentation.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
RED CROSS STORES LIMITED competitors and assessment
Company assessmentBroad incumbents
- Cintas Corporation: Major commercial provider of first aid kits, AEDs, and workplace safety supplies to enterprise customers; competes with the Red Cross Store on institutional procurement of the same product categories.
- Goodwill Industries International: Federally recognized U.S. nonprofit operating a broad retail network alongside mission programs; comparable as a nonprofit with diversified revenue including an e-commerce and retail storefront arm.
- Henry Schein: Large medical and dental supplies distributor serving healthcare providers with a deep catalog that includes first aid, training, and emergency preparedness products comparable to those in the Red Cross Store.
Direct peers
- Direct Relief: International medical humanitarian aid nonprofit active in disaster response and emergency preparedness; comparable donor-funded model and overlap with Red Cross in biomedical and emergency-services missions.
- International Medical Corps: Global humanitarian organization focused on emergency response, health, and training programs; comparable in disaster-relief and training-services mandate and donor-supported revenue structure.
- St. John Ambulance: UK-rooted humanitarian first-aid training organization under a parallel historical mandate; competes directly on first aid, CPR, and AED certification courses and supplies many of the same training products.
- American Heart Association: Direct competitor in CPR, AED, BLS, and first aid training and certification for healthcare, workplace, and general-public audiences; overlapping certification, training-supply, and e-commerce revenue streams.
- AmeriCares: U.S.-based nonprofit humanitarian aid organization providing disaster response and medical support; mirrors Red Cross in donor-funded humanitarian operations, training, and emergency preparedness missions.
Others
- Laerdal Medical: Global provider of CPR training manikins, simulation, and emergency-care products that supplies the Red Cross Store and competes indirectly in resuscitation and first-aid training equipment.
- Prestan: Manufacturer of CPR training manikins and AED trainers that supplies products into the Red Cross Store catalog; an upstream vendor whose commercial health is tied to certification-program demand.
Market position
Competitive moat5 records
Key highlights1 record
Customer concentration
RED CROSS STORES LIMITED social profiles
Digital presenceRED CROSS STORES LIMITED compliance and trust
Trust signalCompliance1 record
RED CROSS STORES LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
RED CROSS STORES LIMITED leadership team
Management profileNumber of profiles
RED CROSS STORES LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RED CROSS STORES LIMITED 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 RED CROSS STORES LIMITED
What does RED CROSS STORES LIMITED do?
RED CROSS STORES LIMITED operates the Red Cross Store (redcrossstore.org), an e-commerce platform selling emergency preparedness supplies, training materials, first aid kits, AED trainers, CPR manikins, books and DVDs, and aquatics safety products. The store serves both individual consumers and organizations seeking Red Cross training and certification materials. It operates as part of the broader American Red Cross ecosystem, a federally chartered humanitarian organization founded in 1881 that delivers disaster relief, blood services, training and certification, and support to military families through 185+ chapters across the United States.
Is RED CROSS STORES LIMITED a public or private company?
RED CROSS STORES LIMITED is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was RED CROSS STORES LIMITED founded?
RED CROSS STORES LIMITED was founded in 1881. It employs 1 to 10 people.
Where is RED CROSS STORES LIMITED based?
RED CROSS STORES LIMITED is headquartered in LONDON, United Kingdom, in the Europe region.
How does RED CROSS STORES LIMITED make money?
Four revenue lines are on record. Financial Donations are the primary driver. The others are training Services and Certifications, biomedical/Blood Services and red Cross Store (E-commerce).
Who are RED CROSS STORES LIMITED's main competitors?
Broad incumbents on record are Cintas Corporation, Goodwill Industries International and Henry Schein. Direct peers are Direct Relief, International Medical Corps, St. John Ambulance, American Heart Association and AmeriCares. Others are Laerdal Medical and Prestan.
Does RED CROSS STORES LIMITED have an API?
No public API is recorded for RED CROSS STORES LIMITED.
What industry is RED CROSS STORES LIMITED in?
RED CROSS STORES LIMITED's product category is Humanitarian Services and Emergency Preparedness. Its primary akta.pro industry code is CRAMAMAG, Outdoor Safety, Survival & First Aid Retail. Its NAICS code is 456 and its SIC code is 5912.