Urban Armor Gear
Urban Armor Gear designs and manufactures rugged mobile device cases and accessories — including phone cases, Apple Watch straps, screen protectors, bags, power banks, magnetic accessories, and item trackers — for both consumer and enterprise customers, with MIL-SPEC drop protection, MagSafe/Qi2 compatibility, and premium materials such as DuPont Kevlar.
- Company typePrivate
- Founded2010
- HeadquartersLaguna Niguel, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Urban Armor Gear does
Urban Armor Gear (UAG) is a US-based designer and manufacturer of rugged mobile device protection products and accessories, headquartered in Irvine, California. The company sells across both consumer and enterprise channels, with a core catalog of protective phone cases (across roughly ten product series such as Civilian, Pathfinder, Essential Armor, Dot, Plyo, Plasma XTE, Trooper, and Metropolis LT) for Apple iPhone, Samsung Galaxy, and Google Pixel, plus Apple Watch straps, screen protectors, laptop cases (MacBook Neo), bags and backpacks, magnetic accessories (Monarch Mag2 Ring Stand), power banks, and the recently launched Metropolis Tracker Card compatible with both Apple Find My and Google Find Hub. The company's technology centers on independently MIL-SPEC 810G-516.6-certified drop protection (marketed from 15 ft to 30 ft depending on the line), composite constructions of polycarbonate, TPU, aluminum alloy, and DuPont Kevlar, proprietary impact-absorption systems (HyperCush, hex pattern core), anti-yellowing clear-case technology, and integrated magnetic modules for MagSafe/Qi2 wireless charging. Eco-friendly construction using 25–50% recycled content is featured on newer SKUs.
UAG operates a multi-channel go-to-market with no single dominant channel: direct-to-consumer e-commerce at urbanarmorgear.com (augmented by the Explorer Perks loyalty program), authorized retail placement with all three major US wireless carriers (Verizon, AT&T, T-Mobile) plus Best Buy and Target, official stores on Amazon, Walmart, and eBay, a dedicated enterprise B2B accounts team serving government, education, healthcare, retail/hospitality, logistics, and wireless verticals, and the Deal Scout dealer registration platform for channel resellers. Pricing is positioned in the premium tier ($44.95–$99.95 per case), and standard cases carry a limited lifetime warranty. Marketing emphasizes product-led growth, content via the Field Logs video series featuring athlete/creator ambassadors, and an enterprise inquiry funnel.
The company is a privately held LLC, backed by private equity firm HKW as its financial sponsor. In April 2026, UAG completed the acquisition of Santa Barbara-based Nomad Goods, a premium smartphone and smartwatch accessories brand, marking a deliberate expansion of both product portfolio and direct-to-consumer capabilities. Operational scale is not publicly disclosed (revenue is undisclosed and the firmographic employee count of 1–10 is inconsistent with the disclosed distribution and product footprint).
Urban Armor Gear firmographics
Firmographics- Name
- Urban Armor Gear
- Legal name
- Urban Armor Gear, LLC
- Website
- https://urbanarmorgear.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Urban Armor Gear designs and manufactures rugged mobile device cases and accessories — including phone cases, Apple Watch straps, screen protectors, bags, power banks, magnetic accessories, and item trackers — for both consumer and enterprise customers, with MIL-SPEC drop protection, MagSafe/Qi2 compatibility, and premium materials such as DuPont Kevlar.
- Ownership category
- akta.pro rank
Urban Armor Gear industry classification
Industry- Product category
- Consumer Electronics Accessories
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159), Other Leather and Allied Product Manufacturing (3169)
- SIC
- Electronic Components & Accessories (3670)
- akta.pro primary industry
- Mobile Device Accessories (Cases, Screen Protectors, Mounts) (CRACALAH)
- akta.pro secondary industries
- Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK), Wearable Accessories & Bands (straps, chargers, cases) (CRACAIAK), Tripods, Mounts & Supports (Tripods, Monopods, Clamps, Action Mounts) (CRACAPAI)
Keywords
Where Urban Armor Gear is headquartered
LocationHeadquarters
- HQ city
- Laguna Niguel
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Urban Armor Gear business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Mobile Device Cases: Primary revenue stream from protective phone cases across multiple product lines (Monarch, Pathfinder, Civilian, Essential Armor, Dot, Plyo, Plasma XTE, Metropolis LT, Trooper, Pathfinder SE) for Apple iPhone, Samsung Galaxy, Google Pixel, and other devices. One-time purchase model with pricing ranging from $44.95 to $99.95.
- Watch Accessories: Revenue from Apple Watch straps (Scout Silicone series at $44.95) and screen protectors (Glass Shield Plus at $29.95) compatible with Apple Watch Ultra and standard Apple Watch models.
- Mobile Accessories: Accessories including the Monarch Mag2 Magnetic Ring Stand ($54.95), AirTag cases, power banks, cables, and the Metropolis Tracker Card ($45 standalone, $100 bundled with kevlar wallet).
- Bags and Laptop Cases: Laptop sleeves and bags including the Civilian Backpack (20L) and Standard Issue Sling (1L) for commuters and travelers.
- Enterprise/B2B Wholesale: Bulk and wholesale purchasing available through business accounts for enterprise customers, government, education, healthcare, retail, and logistics sectors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Civilian iPhone 17 Pro Max Case - $64.95 |
| Unit Pricing | Pay-as-you-go | Essential Armor iPhone 17 Pro Max Case - $44.95 |
| Unit Pricing | Pay-as-you-go | Dot iPhone 17 Pro Max Case - $44.95 |
| Unit Pricing | Pay-as-you-go | Plyo iPhone 17 Pro Max Case - $54.95-$59.95 |
| Unit Pricing | Pay-as-you-go | Plasma XTE iPhone 17 Pro Max Case - $70.00-$74.95 |
| Unit Pricing | Pay-as-you-go | Metropolis LT iPhone 17 Pro Max Case - $69.95 |
| Unit Pricing | Pay-as-you-go | Trooper iPhone 17 Pro Max Case - $64.95 |
| Unit Pricing | Pay-as-you-go | Pathfinder SE iPhone 17 Pro Max Case - $64.95 |
| Unit Pricing | Pay-as-you-go | Monarch Mag2 Dual Magnetic Ring Stand - $54.95 |
| Unit Pricing | Pay-as-you-go | Scout Silicone Watch Strap - $44.95 |
| Unit Pricing | Pay-as-you-go | Glass Shield Plus for Apple Watch - $29.95 |
| Unit Pricing | Pay-as-you-go | Metropolis Tracker Card - $45-$100 |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Urban Armor Gear product offering
Product offeringCore offering
Urban Armor Gear designs, manufactures, and sells rugged protective cases and mobile accessories for smartphones, tablets, laptops, smartwatches, and related consumer electronics. Its core offering spans multiple phone-case lines (Monarch, Civilian, Pathfinder, Trooper, Plyo, Plasma XTE, Metropolis LT, Essential Armor, Dot), screen protectors, watch straps, magnetic ring stands, an item tracker card, backpacks and sleeves, and wireless power banks, marketed to both individual consumers and enterprise/B2B buyers.
Product overview
Urban Armor Gear (UAG) offers a comprehensive portfolio of rugged mobile device protection and accessories. The core product lines include phone cases across multiple series (Civilian, Pathfinder, Essential Armor, Dot, Plyo, Plasma XTE, Trooper, Metropolis LT) with varying levels of drop protection (15-30ft), MagSafe compatibility, and materials (including DuPont Kevlar and recycled materials). The company expanded into tracking devices with the Metropolis Tracker Card compatible with both Apple Find My and Google Find Hub networks. UAG also provides Apple Watch straps (Scout series), screen protectors (Glass Shield Plus), laptop protection (MacBook Neo), bags and backpacks (Civilian Backpack, Standard Issue Sling), power products (Rugged 10K Wireless Power Bank), and magnetic accessories (Monarch Mag2 Ring Stand). The company recently acquired Nomad Goods to expand into premium smartphone and smartwatch accessories. UAG operates a loyalty program (Explorer Perks), a dealer registration platform (Deal Scout), and offers enterprise business accounts. All cases feature military-grade drop protection meeting MIL-SPEC 810G-516.6 standards.
Differentiator
Problem solved
Functional benefit
Products and services
- Civilian Series Phone Cases MagSafe-compatible protective case (e.g., iPhone 17 Pro Max Civilian at $64.95) with 20ft drop protection, hyper-cushion impact absorption, hex cushioning core, and 25% recycled materials, for consumers seeking rugged drop protection.
- Essential Armor Series Phone Cases Entry-level MagSafe-compatible protective case (e.g., iPhone 17 Pro Max Essential Armor at $44.95) with 15ft drop protection, featherlight construction, and shock-absorbing soft core, meeting MIL-SPEC 810G-516.6, for everyday consumer device protection.
- Dot Series Phone Cases Translucent lightweight protective case (e.g., iPhone 17 Pro Max Dot at $44.95) with 15ft drop protection, MagSafe compatibility, co-mold PC/TPU construction, and anti-slip traction grip, for users wanting a slim, colorful protective case.
- Plyo Series Clear Phone Cases Clear protective case (e.g., iPhone 17 Pro Max Plyo at $54.95–$59.95) with proprietary anti-yellowing technology, 16ft drop protection, TPU shock-absorbing frame, polycarbonate backplate, and MagSafe compatibility, for users wanting long-lasting clarity.
- Plasma XTE Series Phone Cases Premium protective case (e.g., iPhone 17 Pro Max Plasma XTE at $70–$74.95) with integrated metal kickstand, 20ft drop protection, 5X MIL-SPEC 810G-516.6 rating, and MagSafe compatibility, for hands-free viewing and rugged use.
- Metropolis LT Series Phone Cases Premium protective case (e.g., iPhone 17 Pro Max Metropolis LT at $69.95) with DuPont Kevlar, vegan leather inlay, 18ft drop protection, 3X MIL-SPEC 810G-516.6 rating, and 50% recycled materials, for users wanting premium materials and MagSafe compatibility.
- Trooper Series Phone Cases Two-piece rugged protective case (e.g., iPhone 17 Pro Max Trooper at $64.95) with 30ft drop protection (9.1 meters), dust port cover, 5X MIL-SPEC 810G-516.6 rating, and MagSafe compatibility, for users needing the highest level of drop protection.
- Pathfinder SE Tactical Phone Cases Tactical protective case (e.g., iPhone 17 Pro Max Pathfinder SE at $64.95) with camouflage design, 18ft drop protection, MagSafe compatibility, oversized tactile buttons, and shock-absorbing TPU bumpers, for outdoor and tactical-use consumers.
- Samsung Galaxy S26 Cases Collection Collection of protective cases for Samsung Galaxy S26 smartphones with military-grade drop protection, magnetic compatibility, and enhanced performance/connectivity, for Samsung device users seeking rugged UAG protection.
- Monarch Mag² Dual Magnetic Ring Stand Multi-functional MagSafe-compatible mobile accessory ($54.95) combining a phone ring grip, 360-degree kickstand, built-in bottle opener, and dual magnets for metal-surface mounting, made of premium aluminum alloy and zinc casting, for consumers wanting hands-free grip/stand functionality.
- Scout Silicone Apple Watch Strap Silicone watch strap ($44.95) for Apple Watch Ultra 3, Ultra 2, and Ultra (49mm) with stainless steel hardware, soft-touch silicone, and tuck closure, for Apple Watch owners needing rugged strap replacements.
- Glass Shield Plus Screen Protector Double-strengthened tempered glass screen protector ($29.95) for Apple Watch Ultra 2 and Ultra (49mm) with antimicrobial coating, anti-fingerprint technology, precision touch, and applicator/cleaning kit included, for Apple Watch owners protecting their device screens.
- Metropolis Tracker Card Credit card-size item tracker ($45 standalone or $100 bundled with Kevlar wallet) compatible with both Apple Find My and Google Find Hub networks, featuring wireless charging, 5-month battery life, 95dB speaker, Bluetooth range up to 65 feet, and IPX4 water resistance, for consumers wanting cross-platform wallet-size item tracking.
- Civilian Backpack (20L) 20L field-tested everyday backpack with rugged reliability, wear-resistant materials, dedicated laptop storage, clamshell main compartment, and water-resistant design, for commuters and travelers needing durable everyday carry.
- Standard Issue Sling (1L) 1L compact sling bag blending style, convenience, and practicality with travel-friendly design and everyday rugged reliability, for on-the-go users wanting a small carry solution.
- MacBook Neo Laptop Case Protective laptop case for MacBook laptops with rugged protection suited for travel and commuting, for MacBook owners seeking drop and scratch protection.
- SRGE Rugged 10K Wireless Power Bank With Stand Rugged wireless power bank with 10,000mAh capacity and built-in stand, featuring wireless charging for mobile devices, for on-the-go consumers needing rugged portable power.
- UAG Explorer Perks Loyalty Program Customer loyalty program offering points per dollar spent (100 points = $10 off), birthday rewards, free shipping on all orders, early access to new products, and exclusive access to sales events, for repeat UAG direct-to-consumer customers.
- Deal Scout Dealer Program Interactive channel-partner platform with a Deal Registration Program providing approved deals with special discounts and competitive bid support, for resellers and dealers authorized to sell UAG products.
- Enterprise Business Accounts (Wholesale & Bulk) Dedicated enterprise/B2B sales program providing wholesale pricing and bulk purchasing for organizations in government, education, healthcare, retail/hospitality, logistics, and wireless carrier sectors that need rugged device protection for distributed workforces.
Quantifiable outcome
- Drop protection up to 30 feet (9.1 meters) - independently tested to MIL-SPEC 810G-516.6 standards
- +2 more outcomes
Companies that use Urban Armor Gear
Customer profileSegments4 records
Ideal customer profiles2 records
Urban Armor Gear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Urban Armor Gear partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Nomad GoodscoreUAG completed the acquisition of Nomad Goods, a Santa Barbara-based premium smartphone and smartwatch accessories company. The acquisition combines Nomad's product development expertise and brand positioning with UAG's operational infrastructure and global distribution platform, expanding UAG's direct-to-consumer capabilities.
Scale indicators4 records
Recent moves5 records
Expansion highlights6 records
Urban Armor Gear competitors and assessment
Company assessmentDirect peers
- OtterBox: Largest US rugged phone case brand, offering MIL-spec protective cases for iPhone, Samsung, and Google devices across carrier and retail channels. Directly comparable as a premium rugged case competitor with overlapping retail and enterprise distribution.
- Spigen: Global phone case and accessories brand covering Apple, Samsung, and Google devices across multiple price tiers. Direct peer in mobile cases with strong e-commerce presence and broad device compatibility similar to UAG.
- Casetify: Premium lifestyle phone case brand focused on design, customization, and collaborations. Comparable as a premium-priced case competitor with strong DTC and celebrity/influencer-driven marketing similar to UAG's positioning.
- Mous: Premium rugged phone case brand emphasizing extreme drop protection and materials (often including carbon fiber and aramid). Direct peer in the rugged/premium case niche, targeting the same high-protection, high-ASP consumer as UAG.
- Catalyst: Specialist in waterproof and rugged protective cases for iPhone and Apple Watch. Comparable as a rugged-protection specialist with overlapping materials, certifications, and Apple device focus.
- Speck Products: Established US phone case brand offering protective cases across price tiers with strong retail distribution. Comparable as a mass-market and premium protective case peer competing for similar carrier and big-box shelf space.
- Incipio: Long-standing mobile accessories brand offering cases, screen protectors, and power solutions across multiple device ecosystems. Comparable as a multi-category mobile accessories peer with similar carrier and retail relationships.
- LifeProof: Waterproof and rugged phone case brand (now part of OtterBox), targeting iPhone and Samsung users with high-protection cases. Directly comparable as a rugged case specialist competing in the same premium-protection segment as UAG.
- Case-Mate: Lifestyle-focused phone case and accessories brand offering fashion and protective cases, screen protectors, and MagSafe-compatible accessories. Comparable as a design-forward case peer with overlapping wireless charging accessory categories.
Broad incumbents
- Pelican Products: Diversified protective-case manufacturer best known for rugged equipment cases, now offering phone cases and accessories. Comparable as a broader rugged-protection incumbent with overlapping protection technology and enterprise channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Urban Armor Gear social profiles
Digital presenceUrban Armor Gear compliance and trust
Trust signalCompliance2 records
Urban Armor Gear financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urban Armor Gear leadership team
Management profileNumber of profiles
Profiles2 records
Urban Armor Gear subsidiaries and ownership
Company hierarchySubsidiaries1 record
Urban Armor Gear funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urban Armor Gear M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Urban Armor Gear
What does Urban Armor Gear do?
Urban Armor Gear designs, manufactures, and sells rugged protective cases and mobile accessories for smartphones, tablets, laptops, smartwatches, and related consumer electronics. Its core offering spans multiple phone-case lines (Monarch, Civilian, Pathfinder, Trooper, Plyo, Plasma XTE, Metropolis LT, Essential Armor, Dot), screen protectors, watch straps, magnetic ring stands, an item tracker card, backpacks and sleeves, and wireless power banks, marketed to both individual consumers and enterprise/B2B buyers.
Is Urban Armor Gear a public or private company?
Urban Armor Gear is a private company. It is classified as private equity controlled and is currently operating.
When was Urban Armor Gear founded?
Urban Armor Gear was founded in 2010. It employs 1 to 10 people.
Where is Urban Armor Gear based?
Urban Armor Gear is headquartered in Laguna Niguel, United States, in the North America region.
How does Urban Armor Gear make money?
Five revenue lines are on record. Mobile Device Cases are the primary driver. The others are watch Accessories, mobile Accessories, bags and Laptop Cases and enterprise/B2B Wholesale.
Who are Urban Armor Gear's main competitors?
Direct peers on record are OtterBox, Spigen, Casetify, Mous, Catalyst, Speck Products, Incipio, LifeProof and Case-Mate. Pelican Products is listed as a broad incumbent.
Does Urban Armor Gear have an API?
No public API is recorded for Urban Armor Gear.
What industry is Urban Armor Gear in?
Urban Armor Gear's product category is Consumer Electronics Accessories. Its primary akta.pro industry code is CRACALAH, Mobile Device Accessories (Cases, Screen Protectors, Mounts), with a secondary code of CRAAAJAK, Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders). Its NAICS code is 3159 and its SIC code is 3670.