ArmStreet
ArmStreet designs, produces, and sells medieval, LARP, and HEMA clothing, armor, footwear, and accessories direct-to-consumer across 35 countries, serving SCA combatants, LARP players, historical reenactors, and theater productions with made-to-measure and in-stock items.
- Company typePrivate
- Founded2007
- HeadquartersMilwaukee, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What ArmStreet does
ArmStreet is a vertically integrated direct-to-consumer manufacturer and retailer of medieval, fantasy, and LARP (Live Action Role Playing) clothing, armor, footwear, accessories, and jewelry. Founded around 2007 and operating across 35 countries, the company designs, produces, and distributes all products in-house from a primary manufacturing workshop in Ukraine, with corporate presence in Milwaukee, USA. The catalog spans eight core categories (Medieval Clothing, Armor, Armoury, Footwear, Accessories, Jewelry, DIY, Closeouts) with pricing from approximately $3 (trims) to over $2,000 (premium armor), covering both ready-to-ship in-stock inventory and made-to-measure custom orders with 34–75 day production lead times. Customers browse and purchase through the company's own e-commerce platform, with dedicated regional storefronts for Germany and France, multiple currency support, and worldwide delivery via standard and express shipping.
The core technology and value proposition center on craftsmanship-based manufacturing using natural materials (flax linen, leather, brass) combined with historical research-driven design and modern comfort and safety engineering. Key technical differentiators include the Dragon footwear line with scale-patterned soles, ankle support, and supination inserts for HEMA fencing; Hedge Knight lightweight 4-segment spring steel armor for WMA Harnischfechten; and the Ant modular fencing bag system co-developed with Ukrainian HEMA manufacturer Bureviy. Made-to-measure capability with saved customer measurements, custom sizing, and color options functions as the primary customization moat.
The business model is purely direct-to-consumer e-commerce: one-time unit-priced product sales paid via PayPal and major credit cards, with no subscription, licensing, or recurring revenue component. The go-to-market leans on content marketing through the company blog, active social media presence (Facebook, Instagram, YouTube, Pinterest, Twitter), and email newsletter incentives ($10 signup, $15 first-purchase coupons). Customer segments are dominated by enthusiast personas—SCA members, LARP players, HEMA practitioners, historical reenactors, Renaissance fair attendees, and theater/movie productions—with a secondary seasonal pull from Halloween and fantasy costume buyers. The company has been bootstrapped without disclosed outside funding, operates regional market entities in Germany and France, and has adapted its Ukrainian operations around the ongoing war to maintain global fulfilment.
ArmStreet firmographics
Firmographics- Name
- ArmStreet
- Legal name
- Armstreet LLC
- Website
- https://armstreet.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ArmStreet designs, produces, and sells medieval, LARP, and HEMA clothing, armor, footwear, and accessories direct-to-consumer across 35 countries, serving SCA combatants, LARP players, historical reenactors, and theater productions with made-to-measure and in-stock items.
- Ownership category
- akta.pro rank
ArmStreet industry classification
Industry- Product category
- Historical and LARP Costumes & Reenactment Apparel
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (31599), Apparel Accessories and Other Apparel Manufacturing (3159), Leather and Allied Product Manufacturing (316), Jewelry and Silverware Manufacturing (33991), Apparel Manufacturing (315)
- SIC
- Leather & Leather Products (3100), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Costume Jewelry & Novelties (3960), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)
- akta.pro secondary industries
- Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ), Fashion Jewelry Components & Findings (Chains/Clasps/Charms/Beads) (CRAKABAM), Leather Belts & Straps (CRAKAEAD), Bag & Accessory Components/Hardware (Straps, Buckles, Zippers) (CRAAAJAJ), Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH), Luxury Scarves, Gloves & Cold-Weather Accessories (CRAKAEAF)
Keywords
Where ArmStreet is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ArmStreet business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales (E-commerce): Direct sales of medieval clothing, armor, footwear, accessories, and jewelry through the company's e-commerce platform. One-time purchase model with made-to-measure customization options. Products range from budget items ($3) to premium armor ($2000+).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard In-Stock Items |
| Unit Pricing | Pay-as-you-go | Made-to-Measure Custom Orders |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
ArmStreet product offering
Product offeringCore offering
ArmStreet designs, manufactures, and sells medieval and fantasy clothing, armor, footwear, accessories, jewelry, and DIY crafting materials directly to consumers via its e-commerce platform. Products are offered both as in-stock items and as made-to-measure custom orders, serving reenactors, LARP participants, HEMA fencers, and SCA members across 35 countries. The company operates an in-house production facility and maintains exclusive historical-researched designs.
Product overview
ArmStreet is a medieval and LARP e-commerce retailer offering a comprehensive catalog of historical reenactment products organized into eight core categories: Medieval Clothing, Armor, Armoury, Footwear, Accessories, Jewelry, DIY, and Closeouts. The company designs, produces, and distributes products in-house, offering both made-to-measure and in-stock items. Key product lines include the Dragon footwear line for HEMA fencing with specialized sole patterns and ankle support, the Ant modular fencing gear bag system, Hedge Knight spring steel armor for WMA, and the Leprechaun/ Hollow Hills Celtic-themed collection. ArmStreet serves customers in 35 countries worldwide with shipping via PayPal and major credit cards.
Differentiator
Problem solved
Functional benefit
Products and services
- Medieval Clothing Medieval and fantasy clothing and costume offerings for reenactors, LARP participants, and SCA members. Includes dresses, women's costumes, tunics, cloaks, bodices, skirts, men's costumes, shirts, pants, coats, headwear, surcoats, tabards, chemises, vests, gloves, socks, and kids costumes.
- Armor Medieval and fantasy armor for SCA, stage, movie, and LARP use, including armor suits, body armor, helmets, pauldrons, gauntlets, greaves, sabatons, HEMA gear, gambesons, plastic protection, fencing gloves, and knee/elbow cops.
- Armoury Decorative medieval weapons and gear including shields, sheaths, archery gear, axes, knives, daggers, spears, LARP weapons, basket hilts, and HEMA swords.
- Footwear Medieval and fantasy boots and shoes including fantasy boots, medieval boots, medieval shoes, gothic shoes, women's shoes, and Viking footwear, ranging from $139 to $400+.
- Accessories Belts, bags, jewelry, bracelets, crowns and period costume accessories including clasps, mirrors, camp decor, Halloween items, and gear bags.
- Jewelry Circlets, crowns, pins, clasps and brass jewelry including rings, earrings, brooches, fibulas, pendants, necklaces, bracelets, and headpieces.
- DIY Crafting Materials Historical fabrics, cast brass clasps and rivets, trims, and crafting materials including historical fabric, trims, and brass casting supplies for self-makers.
- Dragon Footwear Line (HEMA Sport Edition) HEMA sport leather fencing footwear featuring scale-patterned soles for grip, ankle support, supination inserts, and 3D mesh lining. Available in short shoes, midi boots, and high boots variants, designed for WMA practitioners.
- Ant Fencing Gear Bags Modular swordplay gear bags engineered from heavy-duty Oxford fabric for HEMA and WMA practitioners. Includes backpack system, swords carrying bag, roll top duffel bag, and small utility pouch with customizable configuration and universal straps connection system.
- Hedge Knight Armor Line Functional lightweight 4-segment spring steel armor for WMA Harnischfechten including segmented shoulders and lightweight vambraces with integrated elbow cops.
- Sport HEMA Fencing Gloves Padded leather HEMA fencing gloves available with midi cuff, long cuff, or short cuff options for historical fencing protection.
- The Kingmaker Gambeson Versatile two-piece medieval linen gambeson with cotton batting padding, designed for training and armored combat. Features lacing for closure and leather arming points for armor attachment.
- The Hollow Hills Collection Early Middle Ages inspired collection featuring Celtic-themed medieval clothing, accessories, and jewelry with original embossed patterns and historical design research.
- Fireside Family Collection LARP and Renaissance Fair costume basic collection for men and women made of organic linen and natural cotton for first LARP character beginners.
- Modern Swordsmanship Collection HEMA gear, historical fencing footwear, gloves, jackets, and modern swordsmanship equipment for competitive fencing.
- Renaissance Memories Collection Renaissance dresses and Renaissance clothing from the LARP and Middle Ages store for historical reenactment.
- Closeouts Sale Sale and discounted items across clothing, footwear, armor, jewelry, and accessories categories.
- Gift Certificates Gift certificates redeemable across the ArmStreet product catalog for medieval clothing, armor, footwear, accessories, and jewelry.
- Futura HEMA Pants Performance HEMA pants, part of a new generation of performance HEMA gear that has passed practice and tournament testing.
Companies that use ArmStreet
Customer profileSegments7 records
Ideal customer profiles3 records
ArmStreet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
ArmStreet partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BureviycoreUkrainian company founded by HEMA fencers involved in military gear manufacture during the War in Ukraine. Collaborated with ArmStreet on the 'Ant' modular fencing bag system, contributing military-grade gear manufacturing expertise and universal straps connection system design. The partnership brings professional fencing equipment expertise into the swordsmen world.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
ArmStreet competitors and assessment
Company assessmentDirect peers
- Calimacil: Canadian manufacturer and global DTC retailer of LARP-safe foam weapons and accessories. Direct competitor in the LARP combat-gear niche, with similar made-to-order capabilities and overlap with ArmStreet's armoury and armor categories.
- Museum Replicas Limited: US retailer of historical replica weapons, armor, and accessories. Overlaps with ArmStreet in armor and armoury categories, though distribution is multi-vendor rather than in-house manufactured.
- Medieval Collectibles: Canada-based DTC retailer offering medieval clothing, armor, weapons, and footwear. Competes with ArmStreet across nearly every core category, though with broader third-party sourcing rather than full-cycle in-house manufacturing.
- Iron Fortress Armory: UK-based manufacturer of LARP and historical armor and weapons, parent of Epic Armoury. Directly comparable to ArmStreet's metal armor and LARP weapon lines, with similar made-to-measure offerings for the SCA/HEMA community.
- Kult of Athena: Large US e-commerce retailer specializing in historical and medieval weapons, armor, and accessories. Overlaps with ArmStreet's armoury and armor categories though more catalog-broad, less design-focused.
- Dark Knight Armoury: US-based online retailer offering medieval, LARP, and fantasy weapons, armor, and costumes. Competes with ArmStreet in the DTC medieval/LARP gear segment with a similarly broad catalog spanning clothing, armor, and accessories.
- Epic Armoury: LARP-focused weapons, armor, and costuming brand owned by Iron Fortress. Competes head-to-head with ArmStreet in LARP foam weapons, padded armor, and starter costume bundles sold DTC worldwide.
Emerging players
- Holy Clothing: US DTC retailer of Renaissance, medieval, and fantasy-inspired clothing. Overlaps with ArmStreet's Renaissance Memories and Hollow Hills clothing collections and shares the made-to-order, themed-costume value proposition.
- Regenyei Armory: Hungarian manufacturer specializing in HEMA/WMA feders and training swords. Strongly comparable to ArmStreet's Modern Swordsmanship collection and HEMA gear line, focused on the historical fencing sports segment.
Regional players
- Battle Merchant: Germany-based retailer of medieval weapons, armor, and reenactment gear. Direct overlap with ArmStreet's historical armor/armoury line, primarily serving the European reenactment and HEMA market where ArmStreet ships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ArmStreet social profiles
Digital presenceArmStreet financial estimates
Financial estimateRevenue estimate
Valuation estimate
ArmStreet leadership team
Management profileNumber of profiles
ArmStreet subsidiaries and ownership
Company hierarchySubsidiaries2 records
ArmStreet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ArmStreet 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 ArmStreet
What does ArmStreet do?
ArmStreet designs, manufactures, and sells medieval and fantasy clothing, armor, footwear, accessories, jewelry, and DIY crafting materials directly to consumers via its e-commerce platform. Products are offered both as in-stock items and as made-to-measure custom orders, serving reenactors, LARP participants, HEMA fencers, and SCA members across 35 countries. The company operates an in-house production facility and maintains exclusive historical-researched designs.
Is ArmStreet a public or private company?
ArmStreet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ArmStreet founded?
ArmStreet was founded in 2007. It employs 101 to 250 people.
Where is ArmStreet based?
ArmStreet is headquartered in Milwaukee, United States, in the North America region.
How does ArmStreet make money?
One revenue line is on record: product Sales (E-commerce).
Who are ArmStreet's main competitors?
Direct peers on record are Calimacil, Museum Replicas Limited, Medieval Collectibles, Iron Fortress Armory, Kult of Athena, Dark Knight Armoury and Epic Armoury. Emerging players are Holy Clothing and Regenyei Armory. Battle Merchant is listed as a regional player.
Does ArmStreet have an API?
No public API is recorded for ArmStreet.
What industry is ArmStreet in?
ArmStreet's product category is Historical and LARP Costumes & Reenactment Apparel. Its primary akta.pro industry code is IMAOAHAE, Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels), with a secondary code of IMAOAFAJ, Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers). Its NAICS code is 31599 and its SIC code is 3100.