What BulletSafe does

BulletSafe is a body armor brand owned and operated by Sellmark Corporation, a privately held Texas corporation founded in 2013. The company manufactures and sells NIJ-certified bulletproof vests, ballistic plates, plate carriers, backpack panels, and related accessories primarily through its direct-to-consumer e-commerce site (bulletsafe.com), complemented by dedicated sales channels for U.S. law enforcement and government agencies (with a 30-day Testing & Evaluation program), a dedicated sales line for private security and cash transport firms, and a dealer/retailer network with a formal application process. Products are Made in the USA and distributed to 49 U.S. states (Connecticut requires in-person dealer purchases by state law).

BulletSafe's core technology centers on Level IIIA soft armor using ultra-high molecular weight polyethylene blended with aramid fibers (protecting up to .44 Magnum), and Level IV hard plates using alumina-oxide ceramic strike faces backed by polyethylene (rated against .30-06 armor-piercing rounds and common AR/AK rifle calibers). The product portfolio is anchored by the VP3 (entry-level, patented under U.S. Patent No. 10,845,163) and VP4 (premium concealable and advanced variants) vest platforms, with modular upgrade paths from Level IIIA soft armor to Level IV hard plates. Accessories include MOLLE-compatible carriers, replacement straps, and free first-responder patches. Average order value is approximately $470 per the affiliate program disclosures, and financing is available via Shop Pay Installments/Affirm.

BulletSafe's customer base spans four persona segments — law enforcement and government (primary), private security professionals (primary), civilian personal protection (primary), and military/veterans (secondary). Marketing is executed through content/blog, organic social (Facebook, Instagram), email newsletter, a 10.4%-commission AvantLink affiliate program, and GOVX ID-verified discounts for military and first responders. Pricing is unit-based with no subscription or recurring revenue component; discounts are offered to government, law enforcement, military, and first-responder buyers. The business is supported by a parent-level corporate structure that includes EU (Sofia, Bulgaria) and APAC (Bangkok, Thailand) compliance entities, although direct international sales are constrained by U.S. export controls.

Name

BulletSafe

Legal name

Sellmark Corporation

Website

https://bulletsafe.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

BulletSafe, a brand of Sellmark Corporation, manufactures and sells NIJ-certified bulletproof vests (VP3, VP4), Level IV ballistic plates, plate carriers, and backpack panels — made in the USA — to law enforcement, government agencies, private security, military/veterans, and civilians via direct e-commerce, dedicated field sales, and a dealer network.

Ownership category

akta.pro rank

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Body Armor Product Sales: One-time purchase revenue from selling bulletproof vests, plate carriers, ballistic plates, backpack panels, and accessories directly to consumers and professionals. No subscription or recurring revenue model.
2. Payment Plan Financing (Shop Pay/Affirm): Partnership with Affirm/Shop Pay offering installment payment options (4 bi-weekly payments or 3/6/12-month terms) enabling higher average order values from customers who cannot pay upfront. Eligible purchases $50-$17,500.
3. Affiliate Program Commissions: AvantLink affiliate program paying 10.4% commission on sales with 60-day cookie duration. $470 average order value cited. Affiliates include publishers, YouTube channels, social media sites, and forums.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

BulletSafe manufactures and sells NIJ-certified bulletproof vests (VP3 and VP4 platforms in concealable and tactical configurations), Level IV alumina-oxide ceramic ballistic plates, Level IIIA flexible armor panels, plate carriers, and bulletproof backpack inserts. Products are made in the USA and sold through the bulletsafe.com e-commerce site, a dealer network, and dedicated government/law enforcement and security sector sales teams, serving civilians, first responders, security professionals, and military personnel.

Product overview

BulletSafe is a body armor manufacturer offering NIJ-certified ballistic protection products organized across four main categories: Soft Armor Vests (concealable and tactical designs), Hard and Flexible Ballistic Plates/Panels (Level IIIA and Level IV), Plate Carriers (standalone and complete kits), and Accessories (carriers, straps, patches). The product portfolio centers on the VP3 and VP4 vest platforms, with the VP4 available as a Concealable variant with CLS armor or Advanced variant with integrated RLA armor, and the VP3 available as a standard or tactical version. Level IV protection is achieved through add-on ceramic plates or plate carrier kits. Accessories include MOLLE-compatible front carriers, replacement straps, and customization options. All products are designed and manufactured in the USA.

Differentiator

Problem solved

Functional benefit

Products and services

• VP4 Concealable Level IIIA Bulletproof Vest (with CLS Armor) NIJ Listed Model concealable soft armor vest with CLS (Concealable Lightweight Stealth) armor rated Level IIIA against pistol calibers up to .44 Magnum and edged weapons. Features low-profile hook-and-loop fastener, soft edges, modified cut for mobility, comfort flex straps, 5-year warranty on armor and 2-year warranty on carrier. Priced from $499.97.
• VP4 Advanced Level IIIA Bulletproof Vest (with RLA Armor) Tactical vest with integrated RLA (Reinforced Lightweight Advanced) Armor offering NIJ Level IIIA protection up to .44 Magnum. Waterproof PVC-coated polyester construction with strategic shoulder movement design, front and rear plate pockets compatible with Level IV plates. Priced from $299.97.
• Bulletproof Vest VP3 Level IIIA (NIJ Certified) Made-in-USA NIJ Certified Level IIIA bulletproof vest with wrap-around front and rear ballistic panels, breathable design, modular plate pocket for 10x12 inch Level III/IV upgrades, available in 8 sizes (XS-4XL). Priced from $224.97 to $249.97. 5-year warranty.
• Tactical Bulletproof Vest VP3 Level IIIA Tactical plate carrier with integrated NIJ Level IIIA ultra-high molecular weight polyethylene panels, 600D Polyester construction with 3D spacer mesh, MOLLE compatibility, Active-Stretch Heavy Weight Support Straps, and front/rear plate pockets. Targeted at law enforcement and security users. Priced from $249.97 to $399.97.
• Bulletproof Backpack Insert Level IIIA Flexible NIJ Level IIIA bulletproof panel that converts any backpack, briefcase, laptop bag, or shooter's bag into a bulletproof carrier. Measures 10x14 inches, weighs 17 ounces, and is 0.29 inches thick. Made in USA. Priced at $99.97.
• Tactical Plate Carrier Kit with Two Level IV Plates Complete tactical kit pairing an adjustable MOLLE-compatible plate carrier with two NIJ Level IV ballistic plates made of alumina-oxide ceramic with polyethylene backing. Plates stop 5.56x45mm, 7.62x39mm, and .30-06 armor-piercing rifle rounds. One-size-fits-most with waist adjustment from 30 to 54 inches. Priced at $449.97.
• Tactical Plate Carrier (Carrier Only) Lightweight (2.3 lbs) one-size-fits-most plate carrier engineered for BulletSafe Level IV plates. Features adjustable padded waist straps (30-54 inches), non-slip shoulder pads, drag handle, padded interior, and MOLLE compatibility with front and back 10x12 inch plate pockets. Priced at $79.97.
• Level IV Standalone Ballistic Plate NIJ Certified Level IV ceramic ballistic plate made from alumina-oxide ceramic with polyethylene backing. 10x12 inch shooter's cut design, 7.5 lbs, covering 120 square inches. Stops .30-06 armor-piercing rounds and most AR/AK caliber rifle threats. Priced at $199.97 per plate.
• Level IIIA Flexible Armor Panel (10x12 inch) Flexible NIJ Level IIIA ballistic panel sized for standard plate carriers. 10x12 inch shooter's cut, 1.25 lbs (20 oz), 0.55 inches thick, enclosed in washable 600 denier polyester carrier. Protects against handgun rounds up to .44 Magnum.
• Tactical Front Carrier Accessory (for VP3 Vest) MOLLE-strapped tactical front carrier designed specifically for the VP3 Bulletproof Vest. Allows easy conversion from concealable to tactical configuration with breathable, flexible design. Priced at $34.97.

Quantifiable outcome

• Vest can stop .44 Magnum rounds (Level IIIA standard)
• +4 more outcomes

Named customers8 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

Feature5 records

Partnerships

Four partnerships are on record, tiered minor.

• Mountains, Mullets, Merica! (YouTube Channel)minorGTM or Marketing Partner · 6 April 2026Third-party YouTube channel that performed independent real-world testing of BulletSafe Level IV plates against .300 Norma Magnum, .338 Lapua Magnum, and 6.5 Creedmoor at various distances (1020 yards, 660 yards, 100 yards). Plates successfully stopped all rounds without full penetration.
• AvantLinkminorGTM or Marketing PartnerAffiliate marketing network specializing in lifesaving products. Operates the BulletSafe affiliate program paying 10.4% commission with 60-day cookie duration. Affiliates include publishers, YouTube channels, social media sites, forums, and email lists.
• Affirm/Shop PayminorGTM or Marketing PartnerFinancing partner providing Shop Pay Installments payment option. Enables customers to pay in 4 bi-weekly interest-free payments (for $50-$999) or monthly installments 3/6/12 months (for $150-$17,500 at 0-36% APR).
• GOVX IDminorGTM or Marketing PartnerThird-party verification service used to verify military, first responders, nurses, or teachers to qualify them for discounts. Automatically unlocks savings when verified.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Safariland: Safariland (a Safariland Group brand) is a major US manufacturer of body armor, holsters, and law enforcement equipment. It is a broad incumbent competing in the same NIJ-certified ballistic protection category as BulletSafe, with a much larger LE and federal agency footprint. Comparable because they share the same product category, NIJ certification pathway, and law enforcement customer base, though Safariland serves a wider portfolio of public safety equipment.
• Survitec Group: Survitec Group is a global survival and protective equipment company with a body armor and ballistic protection business serving military, law enforcement, and maritime customers. It is a broad incumbent peer because it manufactures NIJ-equivalent soft and hard ballistic protection sold into the same military/LE/maritime procurement channels as BulletSafe, though Survitec's portfolio extends well beyond body armor into marine survival and respiratory protection.
• Safariland Group (parent-level): The Safariland Group umbrella includes multiple body armor and tactical equipment brands (Safariland, Bianchi, DefendTeq) competing in the same NIJ-certified ballistic protection category. It is a broad incumbent peer because the group as a whole competes with BulletSafe across LE, federal, and security channels with overlapping soft armor, hard plate, and plate carrier product lines, though at materially greater scale and with broader product breadth.
• 3M Personal Safety Division: 3M operates a Personal Safety Division that includes legacy ballistic protection products (e.g., through the Ceradyne/3M Defense acquisition) covering NIJ-certified body armor, helmets, and communications for military and LE. It is a broad incumbent peer because 3M manufactures in the same NIJ-certified ballistic protection category, serves overlapping government and LE customers, and competes on protection-level certifications, but as part of a much larger diversified industrial portfolio.

Direct peers

• Point Blank Enterprises: Point Blank Enterprises is one of the largest US body armor manufacturers, producing NIJ-certified ballistic vests, plates, and protective systems for military, law enforcement, and federal agencies. It is a direct peer to BulletSafe because both manufacture NIJ-certified soft armor and hard plates, sell into the same LE/federal customer base, and compete on the same protection level certifications. Point Blank operates at significantly greater scale with multi-year IDIQ contracts.
• Armor Express: Armor Express (now part of the KDH Defense Systems group) manufactures NIJ-certified concealable and tactical body armor, hard plates, and plate carriers for US law enforcement, federal agencies, and military customers. It is a direct peer because both companies compete head-to-head in NIJ Level IIIA soft armor, Level III/IV hard plates, and modular plate carrier systems sold through the same LE and government channels.
• Avon Protection: Avon Protection is a global manufacturer of respiratory, ballistic, and protective equipment, with a substantial body armor business serving military and law enforcement customers worldwide. It is a direct peer because both companies produce NIJ-equivalent soft and hard ballistic protection and compete for the same security, LE, and military procurement budgets, though Avon operates at larger scale and across more product categories.
• Premier Body Armor: Premier Body Armor is a US-based manufacturer of NIJ-certified concealable body armor, plate carriers, and backpack panels sold direct-to-consumer and through LE channels. It is a direct peer to BulletSafe because both companies target the same civilian and LE segments, sell a comparable product mix of Level IIIA soft armor and backpack inserts, and use a similar DTC-first GTM model with LE/government sales motions.
• Highcom Armor Solutions: Highcom Armor Solutions is a US manufacturer of NIJ-certified ballistic vests, hard armor plates, and tactical protective equipment serving military, law enforcement, and federal customers. It is a direct peer because both produce NIJ-certified Level IIIA, III, and IV protection with comparable product architecture (soft armor panels, ceramic composite plates, plate carriers) and compete for the same government and security procurement budgets.

Emerging players

• SHOT Stop Ballistic Solutions: SHOT Stop (Duritess) is a US-based body armor manufacturer specializing in lightweight ceramic composite hard plates (Level III and IV) and concealable soft armor. It is an emerging player peer to BulletSafe because both target civilian, LE, and security segments with NIJ-certified hard plates and concealable vests, though SHOT Stop differentiates on proprietary ceramic composite technology rather than UHMWPE/aramid blends.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Bulletsafe
• Instagraminstagram.com/bulletsafevests
• LinkedInlinkedin.com/company/bulletsafe-bulletproof-vests

Revenue estimate

Valuation estimate

Number of profiles

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 BulletSafe