Vitag Pty Ltd
- Company typePrivate
- Founded2001
- HeadquartersNunawading, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Vitag Pty Ltd does
Vitag Pty Ltd is an Australian retail security solutions specialist established in 2001 and headquartered in Nunawading, Victoria, with operations spanning Australia and New Zealand via a dedicated NZ channel. The company distributes, installs, and supports Electronic Article Surveillance (EAS) systems — encompassing AM (Acousto Magnetic) at 58 kHz, RF (Radio Frequency) at 8.2 MHz, and RFID UHF technologies — alongside a broad portfolio of security tags, labels, detachers, deactivators, and customer-counting analytics for retail loss prevention. Its product range spans concealed floor AM systems (Argus), pedestal systems (XSENSE AM45, Maxus AM50, Fortus AM40, Nexus AM30, Nedap i45), overhead RFID systems (Nedap ID Top, Keonn AdvanSafe-300), the Platinum Series of premium tags (XT30, X18, Rapid Tag, M50, Flexi Cable Lock), patented OptiLock optical tags, bottle and ink tags, RF/AM disposable labels, and integrated IR customer-counting analytics via Crosspoint and Nedap.
Vitag operates as part of the Sabel Group, leveraging shared partnerships with InVue, BossTab, WG, Nedap, and Crosspoint. The company serves enterprise retail accounts including Uniqlo, Adidas, Country Road, Decathlon, Fila, Minimaru, and Saint Kilda Football Club, alongside a long tail of SMB and individual retailers purchasing consumables through vitag.com.au.
Vitag Pty Ltd firmographics
Firmographics- Name
- Vitag Pty Ltd
- Legal name
- Vitag Pty Ltd
- Website
- https://vitag.com.au
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Vitag Pty Ltd is headquartered
LocationHeadquarters
- HQ city
- Nunawading
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Vitag Pty Ltd business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- EAS Detection Systems Sales: Sale of AM, RF, and RFID detection systems including pedestals, concealed floor systems, and overhead systems. Includes installation services and after-sales support.
- Security Tags Sales: Sale of reusable security tags including fashion tags, cable tags, optical tags, liquor tags, and multi-function tags. Sold in bulk quantities (typically 100 units) with unit pricing.
- Security Labels Sales: Sale of disposable security labels in AM and RF frequencies. Available in various sizes and formats including barcode and plain options. Sold in rolls typically containing 1000-5000 labels.
- Security Tag Detachers Sales: Sale of detaching devices for removing security tags at point of sale. Includes handheld, counter, and specialized detachers for different tag types.
- Security Label Deactivators Sales: Sale of label deactivation equipment for point of sale. Includes RF and AM deactivators with various mounting options.
- Equipment Rental: Flexible purchase options include the ability to rent equipment, providing retailers with alternatives to capital purchase.
- Analytics Subscription Services: Cloud-based analytics platforms on a subscription basis for customer counting data, providing detailed insights into traffic flows and conversion rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Clearance/Budget Products |
| Unit Pricing | Pay-as-you-go | Standard Security Tags |
| Unit Pricing | Pay-as-you-go | Premium/Platinum Series Tags |
| Unit Pricing | Pay-as-you-go | Ink Tags |
| Unit Pricing | Pay-as-you-go | Optical Security Tags |
| Unit Pricing | Pay-as-you-go | Lanyards |
| Unit Pricing | Pay-as-you-go | Security Tag Pins |
| Unit Pricing | Pay-as-you-go | RF Security Labels |
| Unit Pricing | Pay-as-you-go | AM Security Labels |
| Unit Pricing | Pay-as-you-go | Label Deactivators |
| Other | Multi-year contract | EAS Detection Systems |
| Subscription | Monthly | Analytics Platforms |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Vitag Pty Ltd product offering
Product offeringCore offering
Vitag Pty Ltd supplies and installs Electronic Article Surveillance (EAS) systems and retail loss prevention hardware across Australia and New Zealand. The product range includes AM, RF, and RFID shop detection pedestals and overhead systems, reusable security tags (fashion, optical, liquor, cable, and ink), disposable security labels, detachers, and deactivators. The company also offers integrated customer counting and retail analytics platforms through partnerships with Crosspoint and Nedap.
Product overview
Vitag Pty Ltd is an Australian retail security solutions specialist offering a comprehensive portfolio of Electronic Article Surveillance (EAS) systems and loss prevention products. The product portfolio is organized around three core categories: Shop Detection Systems (AM pedestal systems, concealed floor systems, RFID overhead systems), Security Tags (fashion tags, optical tags, liquor tags, cable tags, ink tags, and associated accessories like pins and detachers), and Security Labels (AM and RF labels with corresponding deactivators). Major product lines include the Platinum Series premium tags (XT30, X18, Rapid Tag, M50, Flexi Cable Lock), Argus concealed floor systems, Nedap and Crosspoint detection systems, and Keonn AdvanSafe-300 RFID systems. The company also offers integrated customer counting and retail analytics services, a System Builder quote tool, and operates as part of the Sabel Group providing retail technology solutions across Australia and New Zealand.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Retailers can expect 60-80% decrease in external theft after implementing an EAS system
- +3 more outcomes
Companies that use Vitag Pty Ltd
Customer profileNamed customers7 records
Segments8 records
Ideal customer profiles5 records
Vitag Pty Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature8 records
Vitag Pty Ltd partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- CrosspointcoreNetherlands-based retail analytics company helping retailers minimize losses and maximize profit. Crosspoint provides integrated Infra-Red (IR) Counting beams for Vitag's EAS pedestals to count customers. Part of Crosspoint's international Alliance Partner network.
- NedapcoreEstablished in 1929, Netherlands-based technology company providing retail EAS systems and analytics. Nedap supplies pedestals with optional counting modules and analytics platforms for Vitag's customers, including ID Top Overhead RFID Systems and i45 shop detection systems.
- SabelcoreSabel is part of the same group as Vitag (Sabel Group). Sabel offers cutting-edge merchandising, security and display products including secure merchandising displays, mPOS solutions, and products for retail efficiency and insight. They expand into protection of high-value merchandise like mobile phones, tablets, cameras and IoT devices, and innovative products including OneKey and mPOS hardware.
- BossTabminorTablet stand business specializing in secure displays for retail and commercial use. Direct partner of BossTab providing access to latest stands and accessories for Apple and Samsung tablets. Vitag resells BossTab products as part of their retail security solutions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Vitag Pty Ltd competitors and assessment
Company assessmentDirect peers
- Checkpoint Systems: Global leader in retail EAS, RFID, and loss prevention solutions — directly competes with Vitag across AM/RF pedestals, tags, labels, and overhead RFID, serving many of the same fashion and apparel retailers.
- Nedap Retail: Netherlands-based supplier of i45 detection pedestals, !D Top overhead RFID, and retail analytics — both a Vitag supplier and a direct competitor offering identical technology platforms.
- WG Security Products: Silicon Valley-based EAS tag and label manufacturer serving retail, healthcare, and institutional customers — partners with Vitag but also sells similar AM/RF hard tags and labels into competing retail accounts.
- InVue: Provider of high-value merchandise security (IR Cable Lock, OneKey) and retail display solutions — Vitag is a reseller of InVue products while also offering competing self-developed tags.
- Crosspoint: Netherlands-based retail analytics and EAS provider specializing in customer counting integrated into pedestals — Vitag's analytics partner, but the underlying platform competes with other retail traffic analytics offerings.
- Sensormatic Solutions (Johnson Controls): World's largest retail loss prevention provider offering EAS pedestals, hard tags, labels, and source-tagged merchandise programs — competes head-on with Vitag and is compatible/interoperable with its systems.
Broad incumbents
- Sabel Group: Vitag's parent group — offers adjacent secure merchandising, mPOS hardware, and high-value merchandise protection; an incumbent in ANZ retail technology with overlapping but differentiated offerings.
- Tyco Retail Solutions: Legacy Tyco retail security and inventory intelligence business (now part of Johnson Controls/Sensormatic) — broad incumbent footprint in retail loss prevention with bundled hardware/software/services.
Emerging players
- Keonn Technologies: Spain-based RFID hardware and software provider whose AdvanSafe-300 overhead RFID is supplied by Vitag — broader Keonn portfolio (smart fitting rooms, RFID portals) overlaps with Vitag's RFID systems distribution business.
- Hangzhou Ontime Electronics: China-based EAS manufacturer offering AM/RF pedestals, hard tags, and labels at competitive price points — emerging threat to Vitag's commodity tag/label business and the broader ANZ retail security market via import channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Vitag Pty Ltd social profiles
Digital presenceVitag Pty Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vitag Pty Ltd leadership team
Management profileNumber of profiles
Profiles1 record
Vitag Pty Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vitag Pty Ltd 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 Vitag Pty Ltd
What does Vitag Pty Ltd do?
Vitag Pty Ltd supplies and installs Electronic Article Surveillance (EAS) systems and retail loss prevention hardware across Australia and New Zealand. The product range includes AM, RF, and RFID shop detection pedestals and overhead systems, reusable security tags (fashion, optical, liquor, cable, and ink), disposable security labels, detachers, and deactivators. The company also offers integrated customer counting and retail analytics platforms through partnerships with Crosspoint and Nedap.
Is Vitag Pty Ltd a public or private company?
Vitag Pty Ltd is a private company. It is classified as corporate owned and is currently operating.
When was Vitag Pty Ltd founded?
Vitag Pty Ltd was founded in 2001. It employs 11 to 50 people.
Where is Vitag Pty Ltd based?
Vitag Pty Ltd is headquartered in Nunawading, Australia, in the Oceania region.
How does Vitag Pty Ltd make money?
Seven revenue lines are on record. EAS Detection Systems Sales are the primary driver. The others are security Tags Sales, security Labels Sales, security Tag Detachers Sales, security Label Deactivators Sales, equipment Rental and analytics Subscription Services.
Who are Vitag Pty Ltd's main competitors?
Direct peers on record are Checkpoint Systems, Nedap Retail, WG Security Products, InVue, Crosspoint and Sensormatic Solutions (Johnson Controls). Broad incumbents are Sabel Group and Tyco Retail Solutions. Emerging players are Keonn Technologies and Hangzhou Ontime Electronics.
Does Vitag Pty Ltd have an API?
No public API is recorded for Vitag Pty Ltd.