What Smith & Warren does

Smith & Warren, founded in 1925 and headquartered in a 27,000 sq ft facility in White Plains, New York, manufactures custom metal badges, insignia, medals, service award bars, nameplates, tie bars, collar letters, and leather accessories for US public-safety agencies. The company self-describes as the largest U.S. badge manufacturer and markets a Full Lifetime Warranty, a 1,500+ badge shape catalog, and 600+ service award bar SKUs. Its proprietary design infrastructure consists of VisualBadge, an online configurator that lets agencies browse shapes and submit quote requests routed to authorized dealers within one business day, and BadgeStudio, a professional full-custom design service for departments of 50 or more sworn personnel; VisualBadge intellectual property is held by a related entity, American Badge, Inc. The firm's go-to-market splits between an extensive authorized dealer/distributor network for state, local, and commercial buyers and direct sales for Federal Agencies and the U.S. Military, with newer channels including flexible TPU badges, awareness-badge cause-marketing lines, and commemorative collections tied to the USA 250th Semiquincentennial and FIFA World Cup 26. The company is privately held with no disclosed investors, leadership is anchored by President Lee Galperin, and it generates revenue on a project-by-project basis through custom orders with 4-6 week lead times, quantity discounts above 15 units, and segment-specific minimum order quantities for challenge coins and lapel pins.

Name

Smith & Warren

Legal name

Smith & Warren

Website

https://smithwarren.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

101–250 employees

Short description

Smith & Warren, founded in 1925 in White Plains, NY, manufactures custom badges, insignia, medals, and recognition products for US law enforcement, fire/EMS, military, and federal agencies via its VisualBadge platform and an authorized dealer network.

Ownership category

akta.pro rank

Product category

Custom Public Safety Badges & Insignia

NAICS

Jewelry and Silverware Manufacturing (33991)

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Public Safety & Law Enforcement Uniforms (CRAAALAC)

Keywords

• Custom badge manufacturing
• Law enforcement insignia
• Public safety recognition
• Service award bars
• Fire and EMS badges

Headquarters

HQ city

White Plains

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Badge Sales: One-time purchase of custom badges manufactured to customer specifications including agency names, ranks, and badge numbers. Lead time of 4-6 weeks for custom orders.
2. Recognition Products: Service award bars (600+ options), medals, and recognition program products sold individually or as complete programs to departments.
3. Flexible Badge Products: Metallic flexible badges replicated from metal badges. Minimum order 10 pieces for new orders, 5 pieces for reorders. Mold fee typically $250 (one-time), kept for 36 months between orders.
4. BadgeStudio Design Services:
5. Custom Center Seals: Turn department logos, patches, or city seals into custom center seals for badges - an affordable way to customize Smith & Warren badges further.
6. Challenge Coins and Lapel Pins: Custom challenge coins (minimum 250 pcs) and lapel pins (minimum 25 pcs) for departments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Smith & Warren manufactures custom metal badges, insignia, medals, service award bars, and related uniform accessories for law enforcement, fire/EMS, military, and federal government agencies. Products are designed by customers via the proprietary VisualBadge online platform or the BadgeStudio professional design service, then manufactured in a 27,000 sq ft USA facility and sold through an authorized dealer network (with direct sales to Federal and Military customers).

Product overview

Smith & Warren is a manufacturer of custom badges and recognition products for public safety professionals, operating since 1925. The company offers a comprehensive portfolio centered around VisualBadge (online design platform) and BadgeStudio (professional design services) as its core design tools, supported by an extensive product line including Custom Badges, Flexible Badges, Service Award Bars (600+ options), Medals, Nameplates & Tie Bars, Insignia, Collar Letters, Leather Accessories, Custom Center Seals, Challenge Coins, Lapel Pins, and Awareness Badges. The company also produces specialty collections such as the USA 250th Semiquincentennial and FIFA World Cup 26 commemorative badges. All products are manufactured in a 27,000 square foot facility in White Plains, New York, backed by a Full Lifetime Warranty, with standard lead times of 4-6 weeks. Products are sold through an authorized dealer network, except for Federal Agencies and U.S. Military which are sold directly.

Differentiator

Problem solved

Functional benefit

Brands

• VisualBadge: Online tool for designing and customizing Smith & Warren products including badges, medals, nameplates, and insignia with real-time preview functionality.
• BadgeStudio
• Flexible Badges

Products and services

• Custom Badges
• Flexible Badges
• Service Award Bars
• Custom Medals
• Nameplates and Tie Bars
• Custom Insignia
• Collar Letters
• Leather Accessories
• Custom Center Seals
• Custom Challenge Coins
• Custom Lapel Pins
• Family Miniature Badges
• VisualBadge Online Design Tool
• BadgeStudio Professional Design Service

Quantifiable outcome

• Full Lifetime Warranty on all badges - unique in the industry
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• V.H. Blackinton & Co. Established U.S. manufacturer of custom and stock badges for law enforcement, fire, EMS, and military. Most direct head-to-head competitor to Smith & Warren in the metal badge category, offering shields, nameplates, and insignia with similar dealer-based distribution.
• Hero's Pride: Manufacturer and distributor of uniforms, badges, insignia, duty gear, and recognition products serving law enforcement and public safety. Competes with Smith & Warren across badge, insignia, and uniform accessory categories through a similar dealer channel model.
• Strong Leather Company: U.S. maker of leather badge holders, wallets, and uniform accessories for law enforcement. Overlaps directly with Smith & Warren's leather accessories line and serves the same end customers via the same public safety distribution channels.

Broad incumbents

• Safariland: Large, diversified public safety equipment manufacturer covering holsters, body armor, uniforms, and accessories. A broader incumbent whose product portfolio overlaps with Smith & Warren's recognition and insignia categories as part of a much wider offering.
• 5.11 Tactical: Global tactical apparel, uniforms, and gear brand serving law enforcement, fire, and EMS. Adjacent incumbent in public safety uniform ecosystems where Smith & Warren's badges, nameplates, and insignia attach to the same end-user.

Regional players

• Streicher's Police Equipment: Large U.S. retailer and distributor of public safety equipment including uniforms, badges, and duty gear. Operates as both a competitor and a Smith & Warren authorized dealer, reflecting the dual role of dealer-channel participants in the badge market.
• CopsPlus Police Supplies: Online and retail distributor of police equipment and uniforms carrying competing badge and insignia brands. Comparable to Smith & Warren's distribution-channel architecture and overlaps in end-customer acquisition.

Emerging players

• Crown Trophy: Franchise-based recognition and awards retailer producing trophies, plaques, medals, challenge coins, and lapel pins. Overlaps with Smith & Warren's recognition products segment, particularly in medals, challenge coins, and department awards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/smithandwarren
• LinkedInlinkedin.com/company/smith-&-warren
• Instagraminstagram.com/smithwarrenbadges
• TikToktiktok.com/@smithwarrenbadges

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Smith & Warren