What Hero's Pride does

Hero's Pride, operating under legal entity HPI2, LLC and headquartered in Fort Lauderdale, Florida with manufacturing operations in Chatsworth, California, is a specialty manufacturer of duty gear, patches, badges, and metal insignia for law enforcement, fire and medical, security, and military professionals. Founded in 1984 and active for approximately 40 years, the company sells exclusively through an authorized network of uniform stores and resellers across all U.S. states, supplemented by a direct-to-consumer e-commerce storefront for stock items. The product portfolio spans five duty gear platforms — AIRTEK (proprietary 33E HP scratch-resistant material, 30% lighter than leather), Ballistic (1680 denier nylon), Ballistic TAC (DutyLOK MOLLE-to-belt system), Edge (injection-molded polymer with FlexiMount), and Flex (polymer with FlexiMount) — plus a comprehensive patches division covering embroidered, woven, PVC, sublimation, reflective, and infrared variants, alongside traditional metal badges and the newer FlexShield non-metallic flexible badge line. Custom products (patches, metal badges, challenge coins, metal pins) are sold on a quote basis with a 50-unit minimum order for pins and a $200 die-cost subsidy absorbed on first FlexShield orders to seed adoption.

The business model is hardware wholesale with selective DTC: revenue is generated primarily through wholesale unit sales to authorized dealers at confidential pricing tiers, with stated high dealership margins, plus direct stock-item e-commerce at MSRP and quote-based custom orders. Pricing on stock items ranges from $4.99-$8.99 for patches to $8.99-$110.83 for duty gear holders and up to $98.92 for premium duty belts. Hero's Pride claims to be 'the fastest-growing brand in Law Enforcement duty gear,' supported by 4,000+ stock products shipped within one business day, account managers averaging 17 years of industry experience, and a 100% satisfaction guarantee. Leadership consists of CEO Dave Steinman and President & Owner Mike Marmor; the company is privately held, with 101-250 employees, no disclosed outside funding, and no M&A history. Growth is being pursued through sustained product line launches (Edge in 2024, Flex and FlexShield in 2025, Ballistic TAC in 2025) and the introduction of TAA-compliant product lines (Edge, Flex) intended to unlock federal procurement channels.

Name

Hero's Pride

Legal name

HPI2, LLC

Website

https://herospride.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Hero's Pride is a 40-year-old U.S. manufacturer of duty gear, patches, badges, and metal insignia for law enforcement, fire/medical, security, and military professionals, selling exclusively through an authorized reseller network across all U.S. states.

Ownership category

akta.pro rank

Product category

Law Enforcement Equipment and Uniform Accessories

NAICS

Sporting and Athletic Goods Manufacturing (339920), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Public Safety & Law Enforcement Uniforms (CRAAALAC)

akta.pro secondary industry

Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC)

Keywords

• Law enforcement duty gear
• Custom embroidered patches
• Metal badges and insignia
• Public safety uniform accessories
• Custom challenge coins

Headquarters

HQ city

Chatsworth

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Stock Duty Gear Sales: One-time purchase of duty gear products including belts, holders, cases. Products sold at MSRP through e-commerce and authorized resellers. Multiple product lines (AirTek, Ballistic, Ballistic TAC, Edge, Flex) with varying price points.
2. Stock Patch Sales: Pre-designed patches for law enforcement, fire/medical, security, military. Categories include flags, ranks, chest/back designs, regional patches, tribute patches. Sold at MSRP through e-commerce and resellers.
3. Custom Patch Orders: Custom embroidered patches, PVC patches, woven patches for agencies. Quote-based pricing with potential savings up to 40% off. 100% satisfaction guaranteed.
4. Custom Metal Badge Orders: Custom metal badges with customizable shapes (shield, star variations), finishes (gold, nickel, double-plated), and attachments. Minimum quantity 10 pcs for authorized dealers.
5. Custom Challenge Coins: Custom challenge coins with various sizes (1-1/4" to 2" diameter), 2D or 3D options, and up to 9 enamel colors. Quote-based pricing through authorized dealers.
6. Custom Metal Pins: Custom metal pins with multiple processes (photo-etched, die struck) and plating options. Minimum order 50 units.
7. Wholesale/Reseller Revenue: Wholesale pricing to authorized uniform stores and resellers. High dealership margins offered. Reseller pricing confidential, accessed after authentication.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Hero's Pride manufactures and sells duty gear (belts, holders, cases), patches (stock and custom), metal badges and insignia, and custom challenge coins and pins for law enforcement, fire/medical, military, and security professionals. Products are distributed through an authorized dealer and reseller network, supplemented by a direct e-commerce storefront for stock items. The company operates five core duty gear lines (AIRTEK, Ballistic, Ballistic TAC, Edge, Flex) differentiated by material and mounting systems.

Product overview

Hero's Pride is a manufacturer of duty gear, patches, badges, and uniform accessories for law enforcement, fire/medical, security, and military professionals. The product portfolio centers on five interconnected duty gear lines (AIRTEK, Ballistic, Ballistic TAC, Edge, Flex) addressing different material preferences and mounting systems, complemented by a comprehensive patches division offering both stock and custom options (embroidered, woven, PVC, sublimation, reflective, IR), metal badges including the FlexShield flexible alternative, metal insignia, and custom products (challenge coins, pins, badges). The company sells exclusively through authorized uniform stores and resellers, with 40 years of experience in the patches business and stated focus on law enforcement innovation.

Differentiator

Problem solved

Functional benefit

Brands

• AirTek: Innovative, lightweight duty gear line with scratch-resistant 33E HP technology, 30% lighter than common leather belts, with leather interior for durability.
• Ballistic
• Edge
• Flex
• FlexShield
• FlexStyle

Products and services

• AIRTEK Duty Gear Lightweight duty gear line engineered with 33E HP scratch-resistant technology and multi-layer construction, with leather-like exterior and genuine leather interior in high-stress areas; approximately 30% lighter than common leather belts. Designed for law enforcement officers and other public safety professionals.
• Ballistic Duty Gear Ballistic nylon duty gear crafted with 1680 denier nylon, multi-layer webbed construction, and military-grade snaps. Flexible, abrasion-resistant, lightweight, with molded cases for secure equipment fit and quick/quiet access.
• Ballistic TAC Duty Gear Duty gear featuring the DutyLOK slide-and-lock installation system for MOLLE-to-belt transitions without tools, adapters, or extra parts. Built on the Ballistic line foundation.
• Edge Duty Gear Polymer duty gear line with injection-molded construction for impact and abrasion resistance. Customizable rotation adjustment via pull-and-twist motion, universal custom fit with pressure tabs, and Fleximount MOLLE-to-belt adapter system.
• Flex Duty Gear Advanced polymer duty gear holders with FlexiMount system for instant vest-to-belt transitions. Stackable, flexible expandible holders with customizable pressure tabs; compatible with Smith & Wesson, Peerless, and ASP handcuffs.
• Stock Patches Pre-designed patches available for law enforcement, fire/medical, security, and military professions. Includes flag patches, rank patches (chevrons, service stripes, stars, Maltese cross), chest and back patches, regional patches, and tribute patches sold at MSRP through e-commerce and resellers.
• Custom Embroidered Patches Custom patches with high-quality embroidery techniques offering vibrant colors and detailed designs. Available as fully embroidered or embroidered on twill with options for intricate logos and department seals, with quote-based pricing and potential savings up to 40%.
• PVC Patches Rubberized, durable patches with industrial 3D look. Resistant to extreme conditions with bright colors, precise details, and endless customization options. Popular for SWAT teams and law enforcement.
• Metal Badges Traditional metal badges for law enforcement, fire/medical, and security professionals. Available in shield, star, LAPD style, and eagle-above shapes with gold, nickel, and double-plated finishes.
• FlexShield Badges Lightweight, flexible badge alternative to traditional metal badges. Non-metallic, won't snag or set off metal detectors. Available in flat, domed, or textured finishes with hook-and-loop or low-melt backing. Made in North America. 50 unit minimum; first-time orders waive die cost up to $200.
• Custom Metal Badges Custom metal badges with customizable shapes (shield, LAPD, eagle, star), finishes (gold, nickel, double-plated), and attachment styles. Minimum quantity 10 pieces for authorized dealers, quote-based pricing.
• Metal Insignia Metal insignia including tie bars, tie tacks and pins, rank insignia, stars, Center Mass qualification items, fire bugles and scrambles, whistles, metal letters, keychains, and earrings.
• Custom Challenge Coins Custom challenge coins in diameters from 1-1/4" to 2", with 2D or 3D design options, up to 9 enamel colors, and multiple metal plating finishes. Quote-based pricing through authorized dealers.
• Custom Metal Pins Custom metal pins in sizes from 1/2" to 2" with process options including photo-etched, die struck soft enamel, die struck color poly, die struck cloisonne, and mini badge/3D. Multiple plating and backing options; minimum order 50 units.
• Duty Gear Holders and Accessories Belt and keepers, magazine holders, handcuff cases, radio holders, flashlight and baton holders, pepper spray holders, tourniquet and naloxone holders, and key holders across all duty gear lines.
• Badge Holders and Wallets Badge holders, badge wallets, ID cases, notebook cases and notepads, and badge accessories for secure badge storage and presentation.
• Mourning Bands Elastic, metal, and embroidered mourning bands for badge customization during memorial periods.
• Custom Embroidered with Woven Patches Hybrid patches combining classic embroidery with woven detail for enhanced precision and texture, suited for agencies with intricate seals or logos requiring faithful reproduction of fine details.
• Woven Patches Patches crafted with thinner interlacing threads and no connecting stitches for sharper detail reproduction, ideal for designs with lettering smaller than 3/16 inch or intricate details.
• Sublimation Patches Photo-realistic patches using special dyes that bond to fabric molecules for near-photographic quality detail. Optimal for police department or sheriff's office seals with intricate details.
• Reflective Patches High-visibility luminous patches enhancing officer safety in low-light situations, optionally with embroidery over reflective background.
• Infrared (IR) Patches Patches with infrared threads that emit thermal radiation for improved visibility through night vision equipment in low-light environments.
• Police Shirt Appliques Three-dimensional fabric embellishments for police uniform shirts and polos, providing visual impact superior to direct embroidery with layered fabric reinforcement through repeated wear and washing.

Quantifiable outcome

• Duty gear up to 40% lighter than competitors
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Uniform Retail Stores and ResellerscoreChannel Partner/ Reseller/ DistributorHero's Pride sells exclusively through authorized uniform stores and resellers. The company provides dedicated account managers with 17 years average experience, same-day call backs, quick deliveries, and access to wholesale pricing. Resellers benefit from high dealership margins, 4,000+ stock products, and 100% satisfaction guarantee backing.
• MAE Group InternationalminorChannel Partner/ Reseller/ DistributorFeatured partner on retail locations page, appears to be a premium partner location for Hero's Pride products.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Galls: Large uniform retailer and distributor carrying duty gear, badges, patches, and insignia — both a Hero's Pride authorized reseller and a competing supplier of similar product categories to the same end customers.
• Propper International: Manufacturer of law enforcement and military uniforms, duty apparel, and insignia. Comparable to Hero's Pride on the uniform and insignia side, with stronger federal/military distribution channels.
• Blauer Manufacturing: Manufacturer of public safety uniforms, outerwear, and duty apparel with significant agency contract presence. Comparable to Hero's Pride in supplying uniform accessories and insignia to law enforcement agencies.
• Safariland (Vista Outdoor): One of the largest U.S. duty gear, holsters, and body armor manufacturers serving law enforcement. Directly comparable to Hero's Pride across duty belts, holsters, badge accessories, and the broader LE uniform ecosystem, but at materially larger scale and with a broader product portfolio.
• 5.11 Tactical: Major duty gear, uniforms, and tactical apparel brand with deep law enforcement and government agency relationships. Competes with Hero's Pride in duty belts, patches, and uniform accessories, and operates a broader retail footprint.
• HighSpeedGear: Specialty manufacturer of polymer and MOLLE-based tactical pouches and duty gear. Direct overlap with Hero's Pride's Edge and Flex product lines in the polymer/MOLLE duty gear category.
• Blackhawk Products Group: Tactical gear and duty equipment manufacturer serving law enforcement, military, and security markets. Overlaps with Hero's Pride in duty belts, MOLLE-compatible holders, and uniform accessories.
• Bianchi (Safariland Group): Long-established duty gear and holster brand historically focused on leather and nylon duty belts. Directly comparable to Hero's Pride's AirTek and Ballistic product lines for sworn officer duty use.
• LAPG (Los Angeles Police Gear): Online retailer of duty gear, tactical apparel, and law enforcement accessories that both resells Hero's Pride products and competes directly with them on stocked duty belt and accessory sales to the same end customers.

Broad incumbents

• Smith & Wesson (handcuffs/accessories): Primarily a firearms manufacturer but also produces S&W-branded handcuffs (referenced as compatible with Hero's Pride Flex holders). Represents a broader incumbent in law enforcement equipment whose accessories compete in adjacent slots.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC1hVrUdnZq1JJTBdycVElUw
• Facebookfacebook.com/herospride
• LinkedInlinkedin.com/company/herospride
• Instagraminstagram.com/herospride

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Hero's Pride