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Seems more for an informational/help kind of site vs. a store, though as mentioned you could sell survival toolkits etc. there as well. A combo of both is probably the angle I'd go.
Otherwise it's pretty much a band, movie, or TV show name, lol. Not sure it could really be branded to much else and I can't think of anything off the top of my head. Given it's 13 years old, doing an informational site monetized with survival kits for sale would probably do well for you...the age would help with ranking for other terms besides fire hazard. You could always simply link to a prominent fire-related charity as well vs. start one or work closely with one...involving charity in some way would make it seem less like a monetized site and more like a help site.
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