Following along out of interest... Likewise, I've been interested in their gear before given the very attractive pricing, but turned away by their seeming lack of profile or reviews..
Following the bouncing ball around google, there's not really any red flags that I have come across... Their main or original company is George Lifting Pty Ltd, with a few references around the place to manufacturing of lifting equipment and/or rope splicing or similar. Consistently mentions being based in, and manufactured in, Brisbane... Didn't see any real inconsistencies or anything that set off alarm bells. Just seems to be a small/new player (George Lifting Pty Ltd was only registered in 2018).
Would love to hear of forum member's experiences with their products..
edit to add... Actually... there is one small red flag for me, from their own website:
In 2015 George4x4 invested in a webbing and chain factory to improve the overall quality of the snatch straps, ropes and chains. Our soft shackle is designed and made in Australia where we can customize orders with no limit on quantity. Our factory also excels in steel forging, welding, machine punching and laser cutting. We have a large range of different steels, from carbon steel to alloy steel and stainless steel, just name it we can manufacture it!
That doesn't sound to me like your average small business manufacturing capability...