Australian safety equipment maker hires Martin Flory Group


To support its product expansion into North America, Australia-based Life Cell Marine Safety has hired Martin Flory Group to promote its safety equipment line in the United States and Canada.

Life Cell manufactures self-contained watertight containers that hold user-supplied safety and survival equipment.

The inspiration for Life Cell arose from a harrowing experience. In less than a minute, inventor Scott Smiles' boat sank.

He found himself in the water with a friend, their two young boys, an EPIRB and a cooler to cling to, according to a press release. He then sought to address the needs people have when they abandon ship — flotation, communication, signaling and keeping people together.