THE 46 YEAR HISTORY OF
SIMS AND FIRELIGHTERS
Doug Currie started manufacturing Jiffy Firelighters out of a small building in Hastings.
Riccit and Coleman bought brand was kept in the Australian market where it remains today.
Doug Currie negotiated an agreement with one of the largest ?relighter manufacturers in Europe and the Samba brand was born!
The range was expanded to gas lighters, BBQ fuel and natural ?re starters.
The Samba Firelighters became the #1 in grocery by units.
The Samba Firelighter became the #1 by units and dollars. Matches were added to the range.
Samba Extended their range by introducing additional ?relighter products. BBQ fuels and accessories.
Samba Extended their lead in grocery by 50% more than their nearest rival.
Samba brand refresh and the development of new innovations including the Samba Tidy Tin.
Goal: to further strengthen the Samba Brand.
