THE 46 YEAR HISTORY OF
SIMS AND FIRELIGHTERS

1972

Doug Currie started manufacturing Jiffy Firelighters out of a small building in Hastings.

1984

Riccit and Coleman bought brand was kept in the Australian market where it remains today.

1990

Doug Currie negotiated an agreement with one of the largest firelighter manufacturers in Europe and the Samba brand was born!

2010

The range was expanded to gas lighters, BBQ fuel and natural fire starters.

2012

The Samba Firelighters became the #1 in grocery by units.

2013

The Samba Firelighter became the #1 by units and dollars. Matches were added to the range.

2015

Samba Extended their range by introducing additional firelighter products. BBQ fuels and accessories.

2017

Samba Extended their lead in grocery by 50% more than their nearest rival.

2018

Samba brand refresh and the development of new innovations including the Samba Tidy Tin.
Goal: to further strengthen the Samba Brand.

 

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