What Dana Safety Supply does

Dana Safety Supply, founded in 2005 and headquartered in Greensboro, North Carolina, is the largest distributor and upfitter of public safety vehicle equipment in the United States, operating 54 locations across 17 states with a team of over 700 employees. The company sources emergency response vehicles through nationwide dealership partnerships and equips them at its own facilities with EVT-certified technicians, installing emergency lighting (SoundOff Signal, Code-3, Whelen), partitions, consoles, computer mounts, prisoner transport systems, and proprietary BallisTech ballistic glass. Beyond turn-key vehicle packages — which range from approximately $62,000 for a Dodge Ram 1500 SSV to $74,455 for a Chevy Silverado PPV — DSS distributes a broad catalog of tactical gear, body armor, duty equipment, apparel, and accessories through its e-commerce storefront and dedicated field sales representatives.

The business operates on a combination of project-based turn-key vehicle upfitting revenue and ongoing parts/equipment distribution, supported by inventory levels exceeding $60 million that enable industry-leading production timelines across approximately 24,000 vehicle builds per year. Its go-to-market is sales-led and relationship-driven, leveraging territory-based field reps who manage multi-year fleet procurement cycles for state, local, and federal law enforcement agencies, fire departments, EMS units, corrections departments, and university police departments; GSA contract support extends reach to federal buyers. Following its October 2024 acquisition by AEA Investors ($19B AUM private investment firm), DSS has accelerated expansion through both greenfield openings (El Paso TX, Westborough MA, multiple CA/FL/TX sites in 2024-2026) and tuck-in acquisitions (Innovative Emergency Equipment's Upfit Division in October 2025, Elite Vehicle Solutions in 2026), positioning itself as a consolidator in a fragmented regional upfitter market.

Name

Dana Safety Supply

Legal name

Dana Safety Supply Inc.

Website

https://danasafetysupply.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Short description

Dana Safety Supply is the largest US distributor and upfitter of public safety vehicle equipment, operating 54 locations across 17 states to source, equip, and install emergency lighting, vehicle hardware, tactical gear, and turn-key police vehicles for law enforcement, fire, EMS, and federal agencies.

Ownership category

akta.pro rank

Product category

Emergency Vehicle Equipment Distribution and Upfitting

akta.pro primary industry

Electrical, Electronics & Diagnostics (ECU, Wiring, ADAS on HD) (TLAKABAE)

akta.pro secondary industry

Electrical, Diagnostics & ADAS Calibration (TLAKAAAF)

Keywords

• Emergency vehicle equipment
• Vehicle upfitting services
• Law enforcement supplies
• Public safety gear
• Tactical equipment distribution

Headquarters

HQ city

La Feria

HQ country

United States

HQ region

North America

Offices48 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Emergency Vehicle Upfitting: Dana Safety Supply upfits police, fire, and emergency response vehicles with emergency lights, sirens, partitions, consoles, computer mounts, prisoner transport equipment, and more. Turn-key vehicles are sold as complete packages including vehicle + upfit. This is a project-based, one-time revenue stream driven by fleet procurement cycles.
2. Product Sales (Parts & Equipment): Dana Safety Supply sells a wide range of public safety equipment including emergency lights, tactical gear, apparel, body armor, duty gear, vehicle equipment, and accessories. Revenue is generated through individual product transactions as well as bundled package sales. Products are sold through an e-commerce storefront and via sales representatives. Pricing varies from low-cost accessories (e.g., $12.95 spinner coin, $34.89 handcuffs) to high-value equipment (e.g., $5,662.70 prisoner transport HVAC, $895.27 searchlight, $73,398 turn-key vehicle packages).
3. Authorized Reseller / Distributor: Dana Safety Supply serves as an authorized reseller for third-party brands (e.g., PureForge brake systems, SoundOff Signal, Code-3, Whelen, Setina, Gamber Johnson, Havis, etc.), earning margin on product distribution. They are the first authorized reseller for PureForge's new reseller program targeting public safety fleets.
4. Installation and Support Services: Dana Safety Supply provides vehicle installation services for all equipment sold, performed by EVT-certified technicians. Installation is bundled into turn-key vehicle packages and also available as standalone service for equipment purchased separately.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Dana Safety Supply distributes and upfits emergency vehicle equipment for law enforcement, fire, and EMS agencies. The company supplies emergency lighting, sirens, ballistic glass, partitions, consoles, prisoner transport equipment, tactical gear, body armor, and uniforms, and provides professional EVT-certified vehicle installation services at 54 locations across 17 states. It also delivers turn-key police vehicle packages by partnering with dealerships to source vehicles and upfitting them to agency specifications.

Product overview

Dana Safety Supply operates as a specialized distributor and upfitter of emergency vehicle equipment, offering a comprehensive portfolio of products and installation services. Their offering combines a single unified product/service ecosystem centered on emergency vehicle upfitting, including: emergency lighting systems (SoundOff Signal, Code-3, Whelen), vehicle equipment (push bumpers, partitions, consoles, cargo systems, laptop mounts), BallisTech ballistic glass, tactical and duty gear (holsters, belts, body armor from Armor Express), apparel, turn-key vehicle packages (Ford Interceptor Utility, F-150 PPV, Chevrolet Silverado, Dodge Durango), and professional installation services via 54+ EVT-certified technicians at locations across 17 states. The company builds approximately 24,000 vehicles annually with $60M+ in inventory, offering government purchasing and GSA contract support.

Differentiator

Problem solved

Functional benefit

Brands

• BallisTech: Ballistic glass product line offered by Dana Safety Supply for public safety vehicles.

Products and services

• Emergency Lights and Warning Systems Emergency vehicle lighting and warning products for police, fire, and EMS vehicles, sold to public safety agencies and individual officers. Includes exclusive DSS-only products such as the Code-3 Giga Thin Surface Mount.
• BallisTech Ballistic Glass Proprietary ballistic glass product line for law enforcement vehicles providing enhanced officer protection from ballistic threats.
• Vehicle Upfitting Equipment Vehicle interior equipment including push bumpers, partitions, consoles, prisoner transport systems, cargo storage, laptop mounts, docking stations, and vehicle-specific mounting solutions for patrol and emergency vehicles.
• Tactical and Duty Gear Tactical and duty gear for law enforcement including duty belts, holsters, restraints, OC/CS spray, tourniquets, batons, tactical bags, ASP gear, and weapon mounted lights.
• Body Armor Ballistic body armor and patrol carriers including overt and covert options, NIJ-certified at Level 2 and Level 3. Requires badge or government approval for purchase.
• Uniforms and Apparel Public safety uniforms and tactical apparel including tactical pants, boots, and duty wear from brands such as Propper.
• Turn-Key Vehicle Packages Complete emergency vehicle packages including sourced police vehicle chassis plus full upfit to agency specifications. Packages range from approximately $61,993 to $74,455 depending on platform and configuration. Cannot be purchased online and require a quote.
• Vehicle Installation and Upfitting Services Professional installation and upfitting services for emergency vehicles performed by EVT-certified technicians. Services include electrical installations, light bar mounting, partition installation, console mounting, prisoner transport equipment installation, and full vehicle builds. Performed as standalone service for purchased equipment and bundled into turn-key vehicle packages.

Quantifiable outcome

• 24,000 vehicles built annually
• +3 more outcomes

Named customers27 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship.

• Elite Vehicle SolutionsflagshipStrategic or Co-development Partner · 1 January 2026Dana Safety Supply acquired Elite Vehicle Solutions in 2026. Frenchtown, NJ, Wall Township, NJ, and Aston, PA operate as Elite Vehicle Solutions, a Dana Safety Supply company, expanding the company's presence in the Northeast.
• PureForgeflagshipChannel Partner/ Reseller/ Distributor · 29 October 2025PureForge signed Dana Safety Supply as the first authorized reseller in its new reseller program for public safety fleets. The program aims to improve safety, durability, and lifecycle savings for law enforcement and emergency response vehicles through PureForge's brake systems.
• Innovative Emergency Equipment (Upfit Division)flagshipStrategic or Co-development Partner · 1 October 2025Dana Safety Supply acquired the Upfit Division of Innovative Emergency Equipment, a California-based provider of public safety vehicle outfitting. The acquisition included a new facility in Colton, California with increased production capacity and existing staff, expanding DSS's West Coast operations.

Scale indicators7 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Adamson Industries: Massachusetts-based distributor and upfitter of emergency vehicle equipment for police, fire, and EMS. Directly comparable to DSS in business model (distribution + installation services) and customer base, though with smaller geographic footprint concentrated in the Northeast.
• Setina Manufacturing: Manufacturer of police vehicle equipment including partitions, weapon mounts, and prisoner transport systems. DSS is a key channel partner for Setina products. Comparable in product category focus (police vehicle interior equipment) but operates as a manufacturer rather than distributor-upfitter.
• Pro-Gard Products: Indiana-based manufacturer of law enforcement vehicle equipment including prisoner transport partitions, weapon lockers, and cargo solutions. Sold through DSS and competing upfitters. Comparable product overlap in vehicle partitions and prisoner transport systems.
• SVI International (Specialty Vehicles & International): Missouri-based upfitter of emergency response vehicles serving law enforcement, fire, and EMS. Direct competitor in the vehicle upfitting space with similar turnkey offerings and government agency customer base, though smaller scale than DSS.

Broad incumbents

• Whelen Engineering: Large, established manufacturer of emergency warning equipment (lightbars, sirens, LEDs) used by police, fire, and EMS worldwide. DSS distributes Whelen products. Comparable in serving the same end customers but operates upstream as a manufacturer rather than integrated distributor-upfitter.
• SoundOff Signal: Manufacturer of emergency vehicle LED lighting and warning products sold through DSS and other upfitters. Comparable in serving police/fire/EMS fleet customers with safety equipment, but competes only in lighting rather than full vehicle upfitting.
• Code 3 (ECCO Safety Group): Established manufacturer of emergency vehicle lighting and warning systems (part of ECCO Safety Group). DSS has exclusive distribution on certain Code-3 SKUs (e.g., Giga Thin). Comparable customer base and product category, competing via branded product lines.

Others

• Gamber-Johnson: Manufacturer of vehicle mounting systems, consoles, and docking stations for public safety and mobile workforce applications. DSS distributes Gamber-Johnson products. Comparable ecosystem participant but operates as a supplier rather than competitor to DSS's distribution-upfitting model.
• Havis: Manufacturer of mobile office and mounting solutions for public safety, military, and commercial fleets. DSS distributes Havis products. Adjacent supplier in the public safety equipment value chain rather than direct competitor in upfitting services.
• Safariland (Body Armor Division): Major manufacturer of body armor, holsters, and law enforcement duty gear (includes Point Blank, Armor Express brands). DSS distributes Safariland/Point Blank body armor. Ecosystem supplier rather than direct upfitting competitor, with overlap in serving the same agency customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/DanaSafety
• YouTubeyoutube.com/user/FleetSafetyInc
• Facebookfacebook.com/DanaSafetySupplyInc
• LinkedInlinkedin.com/company/dana-safety-supply-inc.
• Instagraminstagram.com/danasafetysupplyinc
• TikToktiktok.com/@danasafetysupply?_t=8Y11ZnytUEd&_r=1

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dana Safety Supply