Sellmark
- Company typePrivate
- Founded2000
- HeadquartersMansfield, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
Sellmark firmographics
Firmographics- Name
- Sellmark
- Legal name
- Sellmark Corporation
- Website
- https://sellmark.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Sellmark industry classification
Industry- Product category
- Tactical & Outdoor Equipment
- NAICS
- Sporting Goods, Hobby, and Musical Instrument Retailers (4591)
- akta.pro primary industry
- Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders) (CRAMAKAC)
- akta.pro secondary industry
- Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)
Keywords
Where Sellmark is headquartered
LocationHeadquarters
- HQ city
- Mansfield
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Sellmark business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Primary revenue stream from selling optical equipment, tactical accessories, and ballistic protection through seven distinct brands targeting various market segments from entry-level to professional law enforcement and military
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | MAP Enforced Brand Pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Sellmark product offering
Product offeringCore offering
Sellmark is a privately held Texas corporation that designs, manufactures, and distributes a portfolio of seven outdoor and tactical equipment brands — Sightmark (optics), Pulsar (thermal and night vision), INFORCE (weapon lights), Firefield (entry-level optics), Kopfjäger/KJI (shooting supports), BulletSafe (ballistic protection), and Dark 30 (surveillance). The company sells red dots, riflescopes, thermal and digital night vision devices, weapon-mounted lights, tripods and rests, and NIJ-certified bulletproof vests and shields to law enforcement, military, hunters, and competition shooters. Primary revenue comes from wholesale product sales through a global authorized dealer network, a dedicated government sales team, and direct-to-consumer brand websites.
Product overview
Sellmark is a portfolio company of outdoor and tactical brands, not a single unified product. The company develops and distributes seven distinct sub-brands: Sightmark (red dots, riflescopes, night vision), Pulsar (thermal and digital night vision optics), INFORCE (weapon lights issued to all U.S. military branches), Firefield (entry-level affordable optics and accessories), Kopfjäger/KJI (precision tripods, rests, and mounts), BulletSafe (NIJ-certified ballistic protection), and Dark 30 (surveillance technology). These brands collectively serve law enforcement, military, hunters, competition shooters, and security professionals with products spanning optics, imaging, lighting, protection, and precision equipment.
Differentiator
Problem solved
Functional benefit
Brands
- Sightmark: Optics and sighting systems for firearms
- Pulsar
- INFORCE
- Firefield
- Kopfjäger (KJI)
- BulletSafe
- Dark 30
Products and services
- Sightmark Performance-driven red dots, riflescopes, and accessories designed for law enforcement, hunters, and competition shooters. Offers best-in-class performance and consumer-level pricing with a lifetime warranty. Product line includes rugged red dots, riflescopes, and night vision devices.
- Pulsar Premium thermal and digital night vision optics featuring bleeding-edge technology at competitive pricing. Includes a custom ground-up designed UI with features users want and none they don't. Popular with hog and predator hunters as well as law enforcement officials.
- INFORCE Rugged, high-output weapon lights trusted by military and law enforcement agencies worldwide. Product line includes rifle, pistol, and helmet lights and accessories. Currently issued by every branch of the U.S. military.
- Firefield Affordable optics and firearm accessories built for entry-level shooters, including scopes, lasers, and reflex sights. Dominates MilSim, training, accessory, and plinking markets. Provides optics, rails, lights, lasers, and range bags.
- Kopfjäger (KJI) Precision-engineered tripods, rests, and mounts designed to enhance stability for hunters, long-range shooters, and law enforcement. Engineered with experience from U.S. operators. The gold standard for hunting and shooting industry precision equipment.
- BulletSafe Affordable, NIJ-certified ballistic protection including bulletproof vests and plates designed for personal and professional security. Offers bulletproof vests, shields, head and neck protectors for security personnel, law enforcement, and average citizens.
- Dark 30 Cutting-edge surveillance technology designed for hunters and law enforcement agencies. Provider of advanced imaging technology for the outdoor community, delivering solutions designed for professional use across various industries.
- Pulsar Thermion 2 LRF XL60 Premium thermal riflescope with integrated laser rangefinder in the Pulsar brand lineup, recognized by Guns & Ammo Magazine as 2025 Technology of the Year for thermal system performance trusted by hunters and shooters.
- INFORCE WMLx White/IR Gen 3 Weapon-mounted light combining white light and infrared output in the INFORCE Gen 3 lineup, designed for military and law enforcement use with enhanced brightness, ergonomics, and durability.
- Dark 30 Defiance Dark 30 surveillance/observation product recognized for advanced imaging technology innovation targeting hunters and law enforcement professionals.
- Sightmark XTM-3 Magnifier Compact 3× magnifier for red dot systems in the Sightmark optics lineup, positioned as the most compact and lightest 3× magnifier on the market.
- Firefield Hexcore HD 1-3x Digital Night Vision Binoculars Budget-friendly dual-eyepiece 1-3× digital night vision binoculars in the Firefield line for day/night use, targeting entry-level shooters and active lifestyle users.
- KJI (Kopfjäger) Mag Series Magnetic rifle support adapter series in the Kopfjäger/KJI product line, providing stability, control, and precision for shooters using magnifier-style rests.
- BulletSafe VP4 Conceal Vest Low-profile bulletproof vest in the BulletSafe line designed for discreet, concealed carry use by civilians and off-duty professionals.
- INFORCE WML White Gen 3 Weapon Mounted Lights Third-generation white-light weapon-mounted light in the INFORCE line, brighter and more rugged than prior models, for rifle and carbine platforms.
- Sightmark Wraith Thermal Riflescope Thermal riflescope in the Sightmark Wraith line, awarded Guns & Ammo 2023 Technology of the Year for innovative thermal imaging performance.
- Sightmark Wraith 4K Mini Compact 4K digital day/night riflescope in the Sightmark Wraith line, named 2023 'Optic of the Year' by American Rifleman/NRA Golden Bullseye Awards.
Quantifiable outcome
- Products issued by every branch of the U.S. military
- +2 more outcomes
Companies that use Sellmark
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles4 records
Sellmark technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Sellmark partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Sellmark RanchminorRelated entity operating as Sellmark Ranch, referenced as a linked entity under the Sellmark corporate umbrella. Additional linked property: The Grand View (Mansfield hospitality/restaurant property).
- The Grand ViewminorHospitality/restaurant property in Mansfield, Texas operated under the Sellmark corporate umbrella. Referenced as a linked entity alongside Sellmark Ranch.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Sellmark competitors and assessment
Company assessmentDirect peers
- Trijicon: Trijicon is a U.S.-based manufacturer of weapon sights, red dots (RMR/SRO), and night-vision optics widely used by U.S. military, law enforcement, and hunters. It is the most direct peer to Sellmark's Sightmark and INFORCE brands in the government/military riflescope and weapon-light category.
- American Technologies Network (ATN): ATN is a leading U.S. manufacturer of thermal imaging, night vision, and smart digital scopes (ThOR, Binox, X-Sight) for hunters, law enforcement, and military. It is the closest direct rival to Sellmark's Pulsar thermal line and competes in the same hunting/smart-optic category.
- Vortex Optics: Vortex Optics is a privately held U.S. manufacturer of rifle scopes, red dots (Viper, Strike Eagle, Razor), binoculars, and rangefinders sold primarily through dealers to hunters and shooters. It competes head-to-head with Sightmark and Firefield across price tiers.
- Aimpoint: Aimpoint is the Swedish-origin leader in military-grade red dot and holographic weapon sights (CompM5, T-2, Acro), the dominant supplier to U.S. and allied militaries. It directly competes with Sellmark's Sightmark red dots and INFORCE weapon-light ecosystem in LE/military procurements.
- Holosun Technologies: Holosun is a U.S. manufacturer of red dot, reflex, and solar-powered weapon sights (HS503, HE509) popular with civilians, law enforcement, and military. It is a direct competitor to Sightmark and Firefield red dot product lines at the entry-to-mid price tier.
- Leupold & Stevens: Leupold is a U.S. premium manufacturer of riflescopes (VX, Mark 5HD, DeltaPoint Pro), red dots, and binoculars sold to hunters, military (Mark 6), and law enforcement. It competes across Sightmark's higher-end riflescope and Kopfjäger precision product lines.
- Sig Sauer Electro-Optics: Sig Sauer Electro-Optics designs and sells hunting and tactical riflescopes, red dots (Romeo), and clip-on thermal/night vision (Echo3, Foxtrot). It competes directly with Pulsar and Sightmark in civilian and law enforcement precision optics.
- AGM Global Vision: AGM manufactures thermal imaging, night vision, and rifle scopes targeting law enforcement, hunters, and military customers worldwide. It is a direct competitor to Pulsar, Sightmark, and Dark 30 in thermal and night vision categories.
- EOTech: EOTech produces holographic weapon sights (EXPS, HHS), magnifiers, and thermal imaging devices widely used by U.S. military and law enforcement. It is a direct peer to Sellmark's Sightmark red dots and INFORCE weapon lights in military optics.
Broad incumbents
- Teledyne FLIR Defense: Teledyne FLIR is a global incumbent in thermal imaging, night vision, and intelligence/surveillance/Reconnaissance (ISR) for defense, security, and increasingly hunting markets. It is a broader incumbent competitor to Pulsar and Dark 30 with deep R&D resources.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Sellmark social profiles
Digital presenceSellmark compliance and trust
Trust signalCompliance6 records
Sellmark financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sellmark leadership team
Management profileNumber of profiles
Profiles4 records
Sellmark subsidiaries and ownership
Company hierarchySubsidiaries10 records
Sellmark funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sellmark M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sellmark
What does Sellmark do?
Sellmark is a privately held Texas corporation that designs, manufactures, and distributes a portfolio of seven outdoor and tactical equipment brands — Sightmark (optics), Pulsar (thermal and night vision), INFORCE (weapon lights), Firefield (entry-level optics), Kopfjäger/KJI (shooting supports), BulletSafe (ballistic protection), and Dark 30 (surveillance). The company sells red dots, riflescopes, thermal and digital night vision devices, weapon-mounted lights, tripods and rests, and NIJ-certified bulletproof vests and shields to law enforcement, military, hunters, and competition shooters. Primary revenue comes from wholesale product sales through a global authorized dealer network, a dedicated government sales team, and direct-to-consumer brand websites.
Is Sellmark a public or private company?
Sellmark is a private company. It is classified as family owned and is currently operating.
When was Sellmark founded?
Sellmark was founded in 2000. It employs 101 to 250 people.
Where is Sellmark based?
Sellmark is headquartered in Mansfield, United States, in the North America region.
How does Sellmark make money?
One revenue line is on record: product Sales.
Who are Sellmark's main competitors?
Direct peers on record are Trijicon, American Technologies Network (ATN), Vortex Optics, Aimpoint, Holosun Technologies, Leupold & Stevens, Sig Sauer Electro-Optics, AGM Global Vision and EOTech. Teledyne FLIR Defense is listed as a broad incumbent.
Does Sellmark have an API?
No public API is recorded for Sellmark.
What industry is Sellmark in?
Sellmark's product category is Tactical & Outdoor Equipment. Its primary akta.pro industry code is CRAMAKAC, Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders), with a secondary code of CRAMAKAG, Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection). Its NAICS code is 4591.