Manufactures 200 million matches every day
We have over 175 brands worldwide
World-leading manufacturer of matches

Redheads

Australia

Redheads is the most recognized brand of matches in Australia. The iconic logo is instantly recognized by most Australians and ‘Miss Redhead,’ the bombshell that adorns every box of matches, was designed by logo contest winner Rupert Hing in Australia in 1946. The name Redheads was derived from the red striking head of the “Safety Match.” Swedish Match produces 6 million Redheads brand matches each day.

In 1909, Bryant & May built the first match factory in Australia and it was opened by the Prime Minister of Australia. The ‘Redheads” logo was created in 1946 and production of the red matches began, which also gave the matches their well-known name. Readheads is the best-selling brand of matches in Australia and an instantly recognized icon.

Matches

Our aim is to always produce a match that is safe, reliable and environmentally sound. Our consumers deserve high-quality matches that cannot self-ignite, do not break easily or lose bits of their head on the striking strip.

Our matches are subject to higher requirements than the European standard (EN 1783:1997), and our testing and analysis methods are more complex. Compliance with this standard ensures both distributors and consumers that our matches meet strict quality requirements. The MATCHTEK® standard is a guarantee for safe and reliable matches that are also environmentally sound.

90% renewable substances

0% heavy metals

FSC® certified

Timeline

1909

Bryant & May built their first match factory in Australia at Church Street, Richmond in Victoria.

1946

The ‘Readheads’ logo was created and first used on matchbox packaging one year later. The new Safety Matches were welcomed in Australia, and the red match head was instantly recognizable.

1975

The Redheads label was re-designed. The red background pack was developed to overcome the problem of rapidly changing hairstyle fashions.

1998

Swedish Match purchased Bryant & May in Australia, the former owner of Redheads in Australia. Redheads are now imported from the Swedish Match factory in Sweden.

2018

Redheads celebrated turning 72 with a brand re-design for the matchboxes.

How matches are made

Swedish matches have always been recognized for their quality. We maintain that tradition and are constantly striving to improve our products.

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Our brands

Swedish Match’s familiar brands represent quality and reliability, and can be found in markets all over the world. Many brands are local, with a classic brand in each country.

Explore our brands