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.”

Lifesafe announces trading update and industrial sales channel milestones

by Featured NewsFire Suppression

FY23 trading performance overview

Lifesafe, a prominent fire safety technology business, has provided a trading update for the year ended 31 December 2023 (FY23).

The report aligns with the company’s updated guidance.

Revenue for FY23 is projected to be around £5.9 million, aligning with the Board’s optimistic expectations, especially following robust trading over the Christmas period.

The anticipated underlying LBITDA1 stands at approximately £1.4 million, fitting within the Board’s expected range.

However, Lifesafe continues to await an update from HMRC regarding the delayed VAT refund of £350,000.

The Preliminary Results are scheduled for publication in April 2024.

Industrial sales channel developments

The company has reported receiving its first purchase orders for industrial fluids since the year’s end.

These orders are for Lifesafe’s Pre-Trauma Fluid (PTF) and Thermal Runaway Fluid (TRF), marking a significant milestone.

These orders have emerged from recent partnerships with Reacton and Lingjack, intended for use in testing Reacton’s electric vehicle suppression system and in Lingjack’s range of fire extinguishers and fixed suppression systems.

Comments from the chairman

Dominic Berger, Chairman of Lifesafe, expressed his views on the company’s progress: “This progress is significantly ahead of the Board’s timing expectations for its first material industrial orders through this new, higher-margin channel for 2024 and beyond.

“2023 saw us successfully launch a number of innovative and non-toxic life-saving products, including the StaySafe All-in-1 fire extinguisher through to the Pre-Trauma Fluid, a preventative supercoolant designed to prevent lithium battery fires.

“Moreover, the Group’s strategy to grow its presence in industrial markets is progressing very well, and we look forward to building on our industrial partnerships in the year ahead.”

IFSJ Comment

Lifesafe’s announcement of its FY23 trading performance and the success of its industrial sales channel represents a positive step in the company’s growth trajectory.

The revenue figures and the receipt of initial industrial orders showcase the company’s ability to adapt and expand in a dynamic market.

The development of innovative and non-toxic fire safety products, such as the StaySafe All-in-1 fire extinguisher and Pre-Trauma Fluid, highlights Lifesafe’s commitment to advancing fire safety technology.

The progress in industrial markets, as noted by the Chairman, Dominic Berger, indicates a strategic move towards diversifying the company’s portfolio and enhancing its market presence.