About Us
Discover Redheads®
Founded in 1946, Redheads® has become a beloved Australian name, synonymous with quality and reliability. Our iconic brand, instantly recognisable by the legendary Ms Redhead and our signature shade of red, is a staple in homes across the country. Whether it’s our matches, firelighters, BBQ fuel, gas matches, or butane gas, Redheads® products are trusted companions for countless memorable moments.
Our tagline, “The Start of Something Good,” reflects our mission to fuel unforgettable experiences and empower our customers with reliable solutions. We pride ourselves on originality, trust, and functionality, continually raising the bar in product design and sustainability.
Join us on a journey through our rich history and see how we’ve evolved over the years.
History & Milestones
1909
Australia’s First Match Factory
On December 15th, 1909, the Bryant & May Factory opened its doors in Church Street, Richmond, Victoria. This landmark event was officiated by the Honorable Alfred Deakin, Prime Minister of Australia, and Mrs Deakin. The factory’s inauguration was a significant step in the Australian Commonwealth government’s push to boost local manufacturing and industry.
1958
A New Look for Miss Redhead
In 1958, the first significant update to the Redheads® logo was introduced, featuring a stylish new hairdo for Miss Redhead. This update was designed to keep the logo in tune with contemporary trends while maintaining the essential elements of the original design.
1975
The Red Background Pack
In 1975, Redheads® introduced a bold red background on the matchbox pack. This design change was aimed at overcoming rapidly shifting hairstyle trends and improving visibility on retail shelves. The red background, with only minor adjustments over the years, remains a key feature of the brand’s packaging today.
1998
Acquisition by Swedish Match
On June 30th, 1998, Swedish Match acquired Bryant & May’s Australian operations, including the matches, lighters, and firelighters divisions. This acquisition ensured that Redheads® Safety Matches continued to meet the high standards of quality and innovation, now produced at the Swedish Match factory in Sweden.
2015
BBQ Festival Sponsorship
In 2015, Redheads® ventured into the BBQ festival scene, becoming a prominent sponsor of The Yaks Ales BBQ Festival in Melbourne and the Creekside BBQ Battle in Warracknabeal. These events provided a platform to showcase Redheads® natural charcoal products and connect with BBQ enthusiasts.
2018
Redesign and Repositioning
In 2018, Redheads® introduced a new brand redesign and repositioning, with a Classic, Heritage and Expert range. This update reinforced the brand’s expertise and continued commitment to quality and innovation.
2024
Present Day
As of 2024, Redheads® celebrates its storied history with a refreshed brand and packaging that honours our 1971 design. Our products are available in all major grocery retailers nationwide. We are also excited to launch a new range of collectables and merchandise, celebrating the brand’s rich history and iconic status. This expansion includes limited-edition items and memorabilia, appealing to collectors and fans alike.
1946
Birth of the Redheads® Logo
The iconic “Redheads” logo, affectionately known as “Miss Redhead,” was created in 1946 and first appeared on matchbox packaging in 1947. Designed by contest winner Rupert Hing, the logo cemented Redheads® as Australia’s top match brand. The name “Redheads” derives from the red striking head of the safety match, introduced by Bryant & May. Over the years, the logo has undergone four major updates and numerous variations for collector series and special editions.
1971
Redesign by Brian Sadgrove
The 1971 redesign, executed by renowned graphic designer Brian Sadgrove, brought a fresh look to the Redheads® logo. Sadgrove refined Miss Redhead’s face and hairstyle, and updated the packaging from horizontal to vertical display. His innovative design cleverly incorporated elements resembling flames and the match’s red tip, enhancing the logo’s visual appeal.
1990
Innovation and Expansion
The 1990s marked a period of significant growth for Redheads®. The brand introduced several groundbreaking products, including the Redheads® Handypack Matches and No Smell Firelighters in 1990, Extra Long Matches in 1992, and No Touch Firelighters in 1994. This era solidified Redheads® as a leader in innovation within the fire-related product market.
2009
Brand Relaunch
Redheads® celebrated a major re-launch in 2009, introducing a contemporary look and the new position statement: “The Start Of Something Good.” This fresh approach highlighted the brand’s intrinsic value and its role in enhancing everyday moments for consumers.
2016
Redheads turned 70
Redheads® marked its 70th anniversary in 2016 with a special golden logo across all products, reflecting on decades of success and looking forward to a bright future.
2022
Introducing FSC-Certified Firelighters
In 2022, Redheads® launched FSC-certified Natural Block Firelighters made from sustainably sourced pinewood. This step enhances our commitment to eco-friendly solutions, offering a cleaner, odour-free burn for a sustainable future.
THE REDHEADS® ARCHIVE
A sign of the times
Our designs have explored everything from cultural and scientific to sporting themes, capturing the spirit of the times. Keep scrolling to discover the artistic evolution of Redheads matchboxes through the decades.
