What American Public Safety does

American Public Safety is a privately held e-commerce retailer operating from Millsboro, Delaware, that distributes professional-grade tactical apparel, duty gear, footwear, lighting, and equipment to U.S. law enforcement, fire/rescue, and EMS professionals. Founded in 2020 with a headcount of 1-10, the company runs a single BigCommerce-powered online storefront organized by category (Apparel, Footwear, Lights, Gear) and by profession (Law Enforcement, Fire & Rescue, EMS/Medical), and curates products from approximately 80 brand partners including First Tactical, 5.11, Safariland, Lakeland, Under Armour, Streamlight, North American Rescue, Gould & Goodrich, Bianchi, and Holik.

The product portfolio spans tactical and uniform shirts, pants, outerwear, and badges; duty gear such as holsters, belts, and restraints; lighting including weapon and scene lights; NFPA-certified turnout gear and structural firefighting gloves (e.g., Lakeland B2/Stealth, Holik TARREN/SAFIRE); tactical medical supplies (e.g., North American Rescue C-A-T tourniquets, Safetec disinfectants); and footwear from Thorogood and others. The catalog includes a Build-A-Custom-Badge service via Smith & Warren and a Deals & Clearance section, with individual unit prices ranging from roughly $1 for small accessories to over $500 for specialized boots.

The business model is one-time unit-pricing product resale sold direct-to-consumer through the e-commerce storefront and to government agencies through four named state procurement contracts: Delaware GSS23707A-TACTICAL (law enforcement), Delaware GSS22855-FFPC (fire fighters), Virginia 21-183-5-9239 (fire and rescue), and Virginia E194-79301 (police protection/body armor). Shipping is domestic within the U.S., with phone-based order support and email newsletter signup as ancillary channels. Revenue is not disclosed; ownership appears independent and founder-/locally-owned with no parent company, institutional investors, or funding rounds in the data.

Name

American Public Safety

Legal name

American Public Safety

Website

https://americanpublicsafety.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

American Public Safety is a private, Millsboro, Delaware-based e-commerce retailer (1-10 employees, founded 2020) that distributes professional-grade tactical apparel, duty gear, footwear, lighting, and medical/PPE supplies to U.S. law enforcement, fire/rescue, and EMS professionals via a BigCommerce storefront and Delaware and Virginia government contracts.

Ownership category

akta.pro rank

Product category

Public Safety Equipment Distribution

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Workwear, Uniforms & Safety Apparel Retail (CRAAABAG)

akta.pro secondary industries

Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE), Outdoor Safety, Survival & First Aid Retail (CRAMAMAG)

Keywords

• Public safety equipment
• Tactical apparel
• Duty gear
• Firefighting turnout gear
• EMS medical supplies

Headquarters

HQ city

Millsboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time product sales of tactical apparel, footwear, gear, lights, and equipment to public safety professionals and government agencies. Products are sold at fixed unit prices with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

American Public Safety operates an e-commerce storefront that distributes professional-grade apparel, footwear, lighting, duty gear, and medical/firefighting equipment to law enforcement, fire/rescue, and EMS personnel. The catalog aggregates products from 80+ brand partners and is organized by profession and product category. The company also holds state government procurement contracts in Delaware and Virginia that allow public agencies to purchase equipment through pre-approved vehicles.

Product overview

American Public Safety is a business-to-business e-commerce platform and distributor of professional-grade equipment and apparel for law enforcement, fire/rescue, and EMS/medical personnel. The company operates as a single unified e-commerce storefront (powered by BigCommerce) offering an extensive portfolio organized by profession and product category. Core product lines include tactical and uniform apparel under brands like First Tactical V2 Series and 5.11 Stryke/TACLITE; duty gear and accessories from Gould & Goodrich, Bianchi, and Safariland; professional lighting from Nightstick and Streamlight; Lakeland turnout gear and NFPA-certified firefighting gloves; Holik structural firefighting gloves; Smith & Warren custom badges; North American Rescue medical supplies including tourniquets; Safetec disinfectant products; and specialty footwear from Thorogood, Black Diamond, and Reebok. Products are organized by profession (EMS/Medical, Fire & Rescue, Law Enforcement) and category (Apparel, Footwear, Lights, Gear), with various government contract pricing options available.

Differentiator

Problem solved

Functional benefit

Products and services

• Apparel Professional-grade apparel category for public safety personnel including shirts (tactical, uniform, polo, performance, base layer, bike patrol, combat, undervest), pants (tactical, EMS, uniform, base layer, bike patrol, shorts), outerwear (high vis, jackets, hoodies, job shirts, pullovers, rainwear, vests), badges and insignia, and accessories including eyewear, gloves, hats, wallets, and belts.
• Footwear Tactical and duty footwear collection including composite toe boots, tactical boots, waterproof boots, side zip boots, athletic sneakers, oxfords, slides, and fire/EMS boots for public safety professionals.
• Lights Professional lighting equipment including flashlights, scene lights, weapon lights (long gun and pistol), traffic safety lights, wearable lights, and related accessories.
• Gear Comprehensive duty gear category including badges, bags, batons, batteries/chargers, chemical suits, communication equipment, disinfectant products, duty belts, holsters, handcuff cases, eyewear, gloves, less-lethal equipment, MOLLE pouches, restraints (handcuffs, leg irons), self-defense items, shields, tourniquets, and rescue tools.
• Smith & Warren Custom Badges Custom badge creation service that allows law enforcement customers to design personalized badges with various finishes and styles.
• Deals & Clearance Discounted and clearance items spanning apparel, footwear, lights, gear, and medical supplies.
• First Tactical V2 Series Featured tactical apparel line including V2 Tactical Pants, V2 EMS Pants, V2 Tactical Shirts, V2 Pro Performance Shirts, Pro Duty Uniform Shirts, and Defender Shirts featuring V2 Fabric Technology with mechanical stretch and moisture management.
• 5.11 Tactical Stryke Series Featured tactical apparel from 5.11 using Flex-Tac mechanical stretch fabric with Teflon finish for water and stain resistance, including Stryke shirts, TACLITE Pro shirts, and Stryke pants.
• Lakeland Turnout Gear NFPA-certified firefighting turnout gear including B2 and Stealth series turnout coats and pants with configurable outer shell, thermal liner, and moisture barrier options.
• Holik Firefighting Gloves Structural firefighting gloves including TARREN and SAFIRE series with NFPA 1971 certification, featuring aramid lining, Porelle moisture barriers, and heat-resistant materials.
• North American Rescue Tourniquets Combat Application Tourniquets (C-A-T) in tactical black for hemorrhage control in emergency situations.
• Safetec Disinfectant Products Medical-grade disinfectants including Sanizide Pro surface wipes, hand sanitizer dispensers, and related cleaning products.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered featured brand, core brand and supporting brand.

• First Tacticalfeatured brandOthersFeatured brand partner offering tactical apparel including V2 tactical pants, pro duty uniforms, and performance shirts sold through American Public Safety's e-commerce platform.
• 5.11featured brandOthersFeatured brand partner specializing in tactical apparel and uniforms including Stryke shirts, Taclite Pro, and professional polo shirts.
• Safarilandcore brandOthersCore brand partner for duty gear, holsters, and tactical equipment.
• Under Armourfeatured brandOthersFeatured brand for tactical footwear and performance apparel.
• ASPcore brandOthersCore brand partner for batons and restraint equipment.
• Lakelandcore brandOthersCore brand partner for chemical suits, turnout gear, gloves, and protective equipment including NFPA-compliant firefighting gear.
• Bianchicore brandOthersCore brand partner for leather duty gear and holsters.
• Dynarexsupporting brandOthersSupporting brand for medical supplies including CPR shields and exam gloves.
• Streamlightcore brandOthersCore brand partner for tactical flashlights and weapon lights.
• North American Rescuecore brandOthersCore brand partner for tourniquets and tactical medical equipment.
• Thorogoodfeatured brandOthersFeatured brand for tactical boots and uniform footwear including GenFlex2 tactical jump boots and uniform oxfords.
• Smith & Warrensupporting brandOthersSupporting brand for custom badges and insignia.
• Gould & Goodrichcore brandOthersCore brand partner for leather duty gear including holsters, magazine cases, and duty belts. USA-made products with 35+ year history.
• Holiksupporting brandOthersSupporting brand for structural firefighting gloves including NFPA 1971 certified gloves made in Europe.
• Propperfeatured brandOthersFeatured brand for tactical pants and uniforms including snag-free polos and lightweight tactical pants.
• High Speed Gearcore brandOthersCore brand partner for tactical gear and MOLLE accessories.
• Nightstickcore brandOthersCore brand partner for tactical and scene lighting equipment.
• HexArmorsupporting brandOthersSupporting brand for protective eyewear and gloves.
• Safetecsupporting brandOthersSupporting brand for disinfectants and sanitation products including Sanizide Pro surface wipes.
• Elbecofeatured brandOthersFeatured brand for uniform shirts including UFX tactical polo and UV1 undervest shirts.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Botach Tactical: Tactical and military gear e-commerce retailer carrying apparel, body armor, holsters, lights, and medical gear — overlapping with APS's law enforcement and tactical product categories.
• Galls: Largest US public safety uniform and equipment retailer, serving law enforcement, fire, and EMS agencies with a multi-vertical catalog that directly overlaps APS's assortment across apparel, footwear, duty gear, and lights.
• LA Police Gear: Online tactical and law enforcement gear retailer with a similar e-commerce-led model, overlapping assortment of uniforms, duty gear, footwear, and accessories sold to individual officers and small agencies.
• The Public Safety Store: Online retailer specializing in law enforcement, fire, and EMS apparel and equipment with a multi-vertical catalog and agency pricing that directly mirrors APS's go-to-market.

Broad incumbents

• Safariland: Established manufacturer of duty gear, holsters, body armor, and tactical equipment; a current APS brand partner that also sells direct to agencies and competes for the same procurement dollars.
• Grainger: Large industrial and commercial equipment distributor serving government and institutional buyers with extensive B2G procurement contracts; competes for safety equipment and EMS supplies spend via MRO-style purchasing.
• 5.11 Tactical: Major tactical apparel and gear brand that is both a key APS brand partner and a competing DTC retailer; sells directly to agencies and consumers across the same law enforcement, fire, and EMS verticals.
• Amazon Business: Massive online retailer where many of APS's brand partners (5.11, Under Armour, Streamlight) also list inventory; serves individual officers and small agencies seeking convenience and price, directly competing on assortment and price.
• Propper: Military and tactical apparel manufacturer and brand sold through APS; also runs direct-to-agency sales channels for uniforms and tactical pants competing for the same end-buyer.

Regional players

• Elite Emergency Products: EMS and public safety equipment distributor serving first responders with apparel, medical supplies, and gear — comparable catalog but with regional rather than nationwide e-commerce reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/usapublicsafety
• Facebookfacebook.com/americanpublicsafety
• LinkedInlinkedin.com/company/american-public-safety

Revenue estimate

Valuation estimate

Number of profiles

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 American Public Safety