SURVIVAL

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.

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

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

• First aid kits
• Emergency preparedness products
• Trauma medical supplies
• Snake bite kits
• Workplace safety kits

Headquarters

HQ city

Erina

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• MAXTRAXcoreStrategic or Co-development Partner · 1 May 2024SURVIVAL 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

Emerging 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

• YouTubeyoutube.com/c/SurvivalTV
• Facebookfacebook.com/SurvivalFirstAid
• LinkedInlinkedin.com/company/survivalfirstaid
• Instagraminstagram.com/SurvivalFirstAid
• TikToktiktok.com/@survivalfirstaid
• Pinterestpinterest.com.au/survivalfirstaid

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SURVIVAL