SURVIVAL
SURVIVAL is an Australian family-owned first aid company (founded 1988) that designs and sells proprietary Gen 8 pictogram-based first aid kits and trauma medical products directly to consumers, workplaces, outdoor adventurers, and vehicle owners across Australia and New Zealand.
- Company typePrivate
- Founded1988
- HeadquartersErina, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What SURVIVAL does
SURVIVAL is an Australian family-owned first aid company founded in 1988, headquartered in Erina, New South Wales, and operating with a lean team of 7 employees. The company designs, assembles, and sells a portfolio of first aid kits and trauma medical products under its proprietary Gen 8 platform, which features a pictogram-based labeling system and four color-coded zones (Red/Trauma, Blue/Hygiene, Green/Information, Black/Utilities) intended to enable emergency use without reading or prior training. The product line spans general-purpose kits (Small, Medium, Large, Family, Slimline), specialized kits (Snake Bite, Trauma, Vehicle, Hiking, Pet), accessories and modules (SMART Bandage with tension indicators, Burn Module, tourniquets, splints, dry bags), and value bundles targeting outdoor, family, and camping use cases. Domain specialization for Australian hazards, including snake and funnel-web spider bites, is a core design input.
The business is primarily direct-to-consumer, transacted through a Shopify-powered e-commerce storefront (survivalfirstaidkits.net.au) with free AU/NZ shipping above $250 AUD and Afterpay installment support. Wholesale and stockist channels supplement DTC, and a May 2024 co-branded partnership with MAXTRAX extends distribution into the 4WD enthusiast vertical. Customer segments are diversified across Home & Family, Adventure & Outdoor, Workplace & Business (WHS compliance), and Vehicle & Transport, with more than 100,000 Australian customers served and 12,000+ five-star reviews reported. Brand credibility is anchored by a 2022 CHOICE #1 rating for the Family First Aid KIT, the longest-running independent consumer endorsement in the Australian first aid category. The company is bootstrapped with no disclosed external funding, no parent company, and no public listing.
SURVIVAL firmographics
Firmographics- Name
- SURVIVAL
- Legal name
- SURVIVAL
- Website
- https://survival.net.au
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SURVIVAL is an Australian family-owned first aid company (founded 1988) that designs and sells proprietary Gen 8 pictogram-based first aid kits and trauma medical products directly to consumers, workplaces, outdoor adventurers, and vehicle owners across Australia and New Zealand.
- Ownership category
- akta.pro rank
SURVIVAL industry classification
Industry- Product category
- First Aid Kits & Emergency Preparedness Products
- NAICS
- Surgical Appliance and Supplies Manufacturing (339113), Health and Personal Care Retailers (456), Sporting Goods Retailers (45911)
- SIC
- Surgical & Medical Instruments & Apparatus (3841), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- First Aid & Wound Care (Bandages, Dressings, Antiseptics, Burn Care) (CRADAMAB)
- akta.pro secondary industries
- Outdoor Safety, Survival & First Aid Retail (CRAMAMAG), Single-Use Surgical Devices & Procedure Packs (Disposable instruments, drapes, kits) (HLAHADAM)
Keywords
Where SURVIVAL is headquartered
LocationHeadquarters
- HQ city
- Erina
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
SURVIVAL business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- First Aid Kit Sales: SURVIVAL generates revenue primarily through the sale of first aid kits and trauma medical products. Products are sold as one-time purchases with various sizes (Small, Medium, Large) and specialized kits (Snake Bite, Trauma, Vehicle, etc.). The company also sells bundles, accessories, restock items, and supplies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | First Aid KIT Small - 53 pieces, 1 person coverage |
| Unit Pricing | Pay-as-you-go | First Aid KIT Medium - 104 pieces, 2 person coverage |
| Unit Pricing | Pay-as-you-go | First Aid KIT Large - 163 pieces, 3+ person coverage |
| Unit Pricing | Pay-as-you-go | Snake Bite KIT Gen 8 - 19 pieces |
| Unit Pricing | Pay-as-you-go | Trauma First Aid KIT |
| Unit Pricing | Pay-as-you-go | Burn Module |
| Unit Pricing | Pay-as-you-go | SMART Bandage |
| Unit Pricing | Pay-as-you-go | Pet First Aid KIT |
| Unit Pricing | Pay-as-you-go | Vehicle First Aid KIT |
| Unit Pricing | Pay-as-you-go | Family First Aid KIT |
| Unit Pricing | Pay-as-you-go | Outdoor Bundle (Gen 8) |
| Unit Pricing | Pay-as-you-go | Family First Aid Bundle (Gen 8) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels11 records
SURVIVAL product offering
Product offeringCore offering
SURVIVAL designs, assembles, and sells first aid kits and emergency preparedness products under its proprietary Gen 8 system. Each item in the kit features pictograms showing what it is and what it is used for, supported by four color-coded zones (Red/Trauma, Blue/Hygiene, Green/Information, Black/Utilities) so users can identify the correct item without reading or training. The range covers home, adventure, vehicle, pet, and workplace first aid kits, plus accessories such as SMART bandages, tourniquets, and burn modules, sold primarily through the company's own Shopify e-commerce site in Australia and New Zealand.
Product overview
SURVIVAL is an Australian family-owned business (since 1988) offering a comprehensive range of first aid kits and emergency preparedness products. The core product line is the Gen 8 First Aid KIT series available in Small (53 pieces), Medium (104 pieces), and Large (163 pieces) sizes, all featuring the proprietary pictogram-based labelling system with colour-coded sections (Red for Trauma, Blue for Hygiene, Green for Information, Black for Utilities). Specialized kits include the Snake Bite KIT Gen 8, Trauma First Aid KIT for high-risk industries, Family First Aid KIT (CHOICE rated #1), Vehicle First Aid KIT, Hiking First Aid KIT, Pet First Aid KIT, and Slimline First Aid KIT. The portfolio also includes modular add-ons (Burn Module), accessories (SMART Bandage, tourniquets, splints, dry bags), and value bundles (Family, Outdoor, Camping, Snake Bite bundles). Digital offerings include the free iFirstAid mobile app, a 115-page First Aid eBook, and instructional how-to videos. The products serve families, workplaces, outdoor adventurers, and vehicle operators across Australia.
Differentiator
Problem solved
Functional benefit
Products and services
- Gen 8 First Aid KIT - Small Compact 53-piece first aid kit for 1 person coverage featuring the Gen 8 pictogram and color-coded system for quick emergency access without reading or training.
- Gen 8 First Aid KIT - Medium Mid-size 104-piece first aid kit for 2 people, featuring the Gen 8 pictogram and color-coded system for quick emergency access.
- Gen 8 First Aid KIT - Large Full-size 163-piece first aid kit for 3+ people, featuring the Gen 8 pictogram and color-coded system for quick emergency access.
- Gen 8 Snake Bite KIT Purpose-built 19-piece first aid kit designed specifically for treating Australian snake bites and funnel-web spider bites, with pictogram-guided treatment.
- Trauma First Aid KIT
Quantifiable outcome
- Trusted by over 100,000 Australians
- +2 more outcomes
Companies that use SURVIVAL
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles5 records
SURVIVAL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SURVIVAL partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MAXTRAXcoreSURVIVAL partnered with MAXTRAX, a renowned Australian 4WD safety brand, to offer custom-branded first aid kits integrated into MAXTRAX's product line. The collaboration combines SURVIVAL's first aid expertise with MAXTRAX's 4WD safety positioning, providing adventurers with comprehensive safety solutions. Both companies share a commitment to safety and reliability, making the partnership a natural fit for reaching outdoor enthusiasts.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
SURVIVAL competitors and assessment
Company assessmentEmerging players
- Mueller Sports Medicine: US maker of sports medicine, taping, and trauma products including first aid kits. Comparable in trauma and sports-adjacent kit positioning, though more sports-injury focused.
- My Medic: US DTC first aid and trauma kit brand with strong content marketing and tactical/outdoor positioning. Comparable in D2C-first go-to-market, trauma kit specialization, and influencer-driven growth.
Others
- Chemist Warehouse: Australia's largest discount pharmacy retailer stocking competing generic first aid kits. Not a peer in product innovation, but a key distribution channel and pricing benchmark.
Direct peers
- St John Ambulance Australia: Australia's most recognized first aid brand, supplying first aid kits to homes, workplaces, and vehicles alongside training services. Directly comparable in product offering, target market, and compliance-led positioning.
- Adventure Medical Kits: US-based specialist in outdoor and backcountry first aid kits with strong brand recognition among hikers and adventurers. Closely comparable in outdoor/wilderness first aid product focus and specialty kit positioning.
- First Aid Only (Acme United): US-focused manufacturer and distributor of first aid kits and refills for home, vehicle, and workplace. Comparable in kit-by-use-case product architecture and broad segment coverage.
- Lifesystems: UK manufacturer of first aid kits for outdoor, travel, and expedition use. Comparable in product structure (modular kits by use case) and target segments (outdoor enthusiasts, travelers).
Broad incumbents
- Cederroth (Mölnlycke Health Care): European first aid and wound care brand under Mölnlycke, offering consumer and workplace kits across multiple markets. Comparable in workplace and consumer first aid but operates as part of a broader medical supplies portfolio.
- 3M Safety: Global safety products company offering first aid kits and supplies as part of a much broader PPE and workplace safety portfolio. Relevant for workplace compliance positioning and scale benchmarking.
- Johnson & Johnson (Band-Aid/BAND-AID brand): Mass-market consumer health brand with dominant first aid awareness. Relevant benchmark for consumer retail competition, although its portfolio is broader and not specialty kit-led.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
SURVIVAL social profiles
Digital presenceSURVIVAL compliance and trust
Trust signalCompliance1 record
SURVIVAL financial estimates
Financial estimateRevenue estimate
Valuation estimate
SURVIVAL leadership team
Management profileNumber of profiles
Profiles2 records
SURVIVAL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SURVIVAL 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 SURVIVAL
What does SURVIVAL do?
SURVIVAL designs, assembles, and sells first aid kits and emergency preparedness products under its proprietary Gen 8 system. Each item in the kit features pictograms showing what it is and what it is used for, supported by four color-coded zones (Red/Trauma, Blue/Hygiene, Green/Information, Black/Utilities) so users can identify the correct item without reading or training. The range covers home, adventure, vehicle, pet, and workplace first aid kits, plus accessories such as SMART bandages, tourniquets, and burn modules, sold primarily through the company's own Shopify e-commerce site in Australia and New Zealand.
Is SURVIVAL a public or private company?
SURVIVAL is a private company. It is classified as family owned and is currently operating.
When was SURVIVAL founded?
SURVIVAL was founded in 1988. It employs 1 to 10 people.
Where is SURVIVAL based?
SURVIVAL is headquartered in Erina, Australia, in the Oceania region.
How does SURVIVAL make money?
One revenue line is on record: first Aid Kit Sales.
Who are SURVIVAL's main competitors?
Emerging players on record are Mueller Sports Medicine and My Medic. Chemist Warehouse is listed as an others. Direct peers are St John Ambulance Australia, Adventure Medical Kits, First Aid Only (Acme United) and Lifesystems. Broad incumbents are Cederroth (Mölnlycke Health Care), 3M Safety and Johnson & Johnson (Band-Aid/BAND-AID brand).
Does SURVIVAL have an API?
No public API is recorded for SURVIVAL.
What industry is SURVIVAL in?
SURVIVAL's product category is First Aid Kits & Emergency Preparedness Products. Its primary akta.pro industry code is CRADAMAB, First Aid & Wound Care (Bandages, Dressings, Antiseptics, Burn Care), with a secondary code of CRAMAMAG, Outdoor Safety, Survival & First Aid Retail. Its NAICS code is 339113 and its SIC code is 3841.