Mercurius Media Capital backs LifeSafe with $1.5m US fire campaign deal

by Americas - Featured NewsFeatured News

LifeSafe receives first fire safety investment from MMC

Mercurius Media Capital (MMC) has announced a $1.5 million investment in LifeSafe Technologies to support a national direct-to-consumer media campaign for its consumer fire safety products in the US.

Mercurius Media Capital said the deal is its first investment in fire safety technology and will fund a campaign aimed at bringing LifeSafe products to US households.

The company said it invests media capital in exchange for equity in consumer categories where demand exists and no single brand has established dominance.

It described fire safety as one such category and said the investment is intended to build LifeSafe’s position in the US market.

LifeSafe product range and US sales position

LifeSafe, a UK-headquartered fire safety technology company, has sold over one million units of its StaySafe All-in-1 in the US since 2022.

The StaySafe All-in-1 is described as a suppression solution covering ten fire types in one compact plastic unit, including cooking oil, electrical and lithium-ion battery fires.

The product is also described as non-toxic, environmentally friendly and not requiring training or maintenance.

LifeSafe said it is extending its range with PanSafe for kitchen cooking fires, StaySafe Lithium for small lithium fires and a larger 600ml All-in-1.

Together, the four products are described as covering the most common fire scenarios in American homes.

Executives outline growth plans for LifeSafe

Piyush Puri, Founding Partner, Mercurius Media Capital, said: “We look for categories where demand is universal but consumer engagement remains underdeveloped.

“LifeSafe has built strong product-market fit and commercial momentum, and our role is to deploy media capital to accelerate awareness and build a leading consumer brand.”

Dominic Berger, CEO, LifeSafe Technologies, said: “When consumers see the StaySafe All-in-1 in action, they buy it.

“All our television activity to date has driven significant sales, and we are confident that this investment by MMC will supercharge our US sales and brand development and provide the platform for worldwide expansion.

“We believe every home, car, boat, RV, school, hotel, and office should have one, as all big fires start small.

“We hope to become the WD-40 of fire extinguishers – easy to use, effective first aid for fire – with a mission to save lives.”

Firechief Global secures top Investors in People accreditation level

by ActiveFeatured NewsFirefighting Equipment

Firechief Global accreditation update

Firechief Global has achieved Platinum accreditation from Investors in People, the highest level in its people management framework.

The company announced the accreditation in a statement that also noted five consecutive years of Gold accreditation before moving to Platinum.

Platinum status is awarded to organisations that demonstrate leadership and employee engagement, with embedded values and continuous improvement.

Firechief said its vision is to create a world where people can live and work free from the fear of fire.

The company developed its first fire blanket in 1963 and now manufactures and distributes accredited fire safety products.

It operates from its Head Office in Rutland and a Global Distribution Centre in Birmingham.

People strategy and partner reassurance

Firechief said its progression from Gold to Platinum reflected a sustained and deliberate investment in its people.

Laurie Pollard, Managing Director, said: “Platinum recognition confirms that the culture we’ve worked hard to build is delivering results,

“Holding Gold for five consecutive years required consistency and strong foundations.

“Achieving Platinum demonstrates that our leadership, development and engagement practices have evolved further.”

The company said Investors in People assesses organisations on how effectively leaders inspire, support and empower their teams.

It said Platinum organisations are recognised for high levels of trust, accountability and performance across the business.

Firechief said it works with distributors and retail partners across the UK and internationally.

It also said it embeds core brand attributes into internal operations and external service delivery to align culture with customer experience.

Pollard added: “Accreditations such as Investors in People Platinum provide reassurance to our partners,

“They demonstrate that we invest in our people with the same seriousness that we apply to product quality, compliance and third-party certification.”

Firechief said it marked the accreditation internally with a team-wide celebration event and will continue to focus on improvement.