Tactical Gear Now, Inc./AFMO.com

What Tactical Gear Now, Inc./AFMO.com does

AFMO, Inc. (doing business as Tactical Gear Now and AFMO.com) is a privately held US e-commerce retailer founded in 1997 that sells mission-critical tactical footwear, body armor, loadout gear, outerwear, and accessories to US military personnel, federal/state/county/municipal law enforcement, SWAT and special operations teams, corrections officers, private security personnel, and outdoor enthusiasts. The company was among the first online sources dedicated to military and outdoor gear and curates a multi-brand catalog spanning LOWA (as an official Task Force Footwear partner), Maxpedition, Condor Tactical, Tru-Spec, Under Armour Tactical, Revision Military, GH Armor Systems, United Shield International, and roughly 30 additional manufacturers across footwear, body armor, packs, vests, holsters, knives, medical kits, and outerwear.

The platform is built on the Volusion e-commerce stack with SSL-secured checkout, customer accounts, and order tracking. Product merchandising emphasizes compliance-grade specifications such as NIJ 0101.06 body armor certification and ISO 9001-certified LOWA boot manufacturing, with detailed brand-level storytelling around materials (GORE-TEX, Vibram outsoles, Cordura nylon, PU MONOWRAP).

AFMO generates revenue through one-time unit-priced direct-to-consumer and business-to-government sales via its own storefront at afmo.com, with free ground shipping on orders over $99 within the Continental U.S. and fulfillment available for international orders. Go-to-market is self-serve e-commerce supplemented by phone-based customer support (1.800.282.3327), organic social on Facebook/Twitter/YouTube, and SEO-driven category-page traffic; no B2B contracts, marketplace presence, or physical retail footprint are disclosed. Ownership, headcount, revenue, and any external funding are not disclosed in available source material, and the company appears independently operated.

Name

Tactical Gear Now, Inc./AFMO.com

Legal name

AFMO, Inc.

Website

https://afmo.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

AFMO.com is a US e-commerce retailer founded in 1997 that sells mission-critical tactical footwear, body armor, packs, and outerwear to US military, law enforcement, SWAT, corrections, private security, and outdoor customers via a curated multi-brand catalog.

Ownership category

akta.pro rank

Headquarters

HQ city

Richardson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (B2C/B2G): AFMO.com generates revenue through direct retail sales of tactical gear, footwear, body armor, and outdoor equipment to consumers, military personnel, law enforcement, and government customers. Products are sold at set prices with free shipping threshold incentives.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

AFMO.com is an online retailer that sells mission-critical tactical gear, military equipment, body armor, tactical footwear, outerwear, bags and packs, first-aid kits, knives, and outdoor equipment from third-party manufacturers directly to consumers, military personnel, and law enforcement professionals. The company curates a "best-in-category" brand portfolio including LOWA, Maxpedition, Condor, Tru-Spec, and Under Armour Tactical, with products meeting compliance standards such as NIJ 0101.06 for body armor and ISO 9001 for LOWA boots. Orders are fulfilled through a Volusion-powered e-commerce storefront with free ground shipping on qualifying U.S. orders over $99.

Product overview

AFMO.com is an e-commerce tactical gear retailer offering a comprehensive portfolio of mission-critical equipment for military, law enforcement, and outdoor applications. The product lineup centers on six core categories: tactical footwear (LOWA boots, Under Armour tactical boots), body armor and protective gear, military bags and packs (Maxpedition), tactical gear and assault equipment (vests, holsters, pouches), tactical outerwear (Tru-Spec, Condor), and specialized equipment including Elite First Aid medical kits and knives. The company positions itself as a curated source for 'best in category' brands, emphasizing ISO 9001-certified LOWA boots and NIJ0101.06-compliant body armor. Products are distributed through an e-commerce platform built on Volusion, with free shipping on orders over $99. AFMO.com was established in 1997 as one of the first online sources for military and outdoor gear.

Differentiator

Problem solved

Functional benefit

Products and services

• LOWA Tactical Boots Premium European-manufactured tactical and combat boots (Zephyr, Z-6S, Z-8S series) featuring Gore-Tex linings, Vibram outsoles, Cordura nylon uppers, PU MONOWRAP construction, and ISO 9001 certification. Sold to military, law enforcement, and outdoor users requiring high-performance, mission-reliable footwear.
• Body Armor Ballistic protection products including ballistic helmets, concealable vests, plate carriers, rifle plates, and shields from brands such as Revision Military, GH Armor Systems, and United Shield International. Meets or exceeds NIJ 0101.06 standards. Sold to law enforcement, military, and security personnel.
• Combat and Tactical Boots Purpose-built combat boots and tactical footwear featuring Gore-Tex linings, polyurethane midsoles, Vibram outsoles, and 1000 Denier nylon construction. Includes brands such as Lowa, Danner, Rocky, Original SWAT, and Converse. Targeted at military and law enforcement users.
• Military Bags and Packs Tactical backpacks, messenger bags, duffel bags, and loadout gear featuring MOLLE/PALS webbing and water/abrasion-resistant materials. Brands include Maxpedition (with over 52 products), Condor Tactical, Code Alpha, and SnugPak. Used for military loadout, EDC, and outdoor applications.
• Tactical Gear and Assault Equipment Military tactical gear including vests, chest rigs, gun holsters, knee/elbow pads, pouches, weapon accessories, and slings. Brands include Blue Force Gear, Condor Tactical, and Maxpedition. Designed for military, law enforcement, and tactical users.
• Tactical Outerwear Military and tactical jackets, coats, parkas, soft shells, peacoats, and flight jackets with windproof, waterproof, and waterproof/breathable options. Brands include Alpha Industries, Condor, Schott, SnugPak, and Tru-Spec. Targeted at military, law enforcement, and outdoor users.
• Elite First Aid Medical Kits Medical and tactical trauma first aid kits including Stomp Medical Kit, Trauma Kit, M17 Medic Bag, M3 Medic Kit, and IFAK (Individual First Aid Kit). Targeted at military medics, law enforcement, and emergency preparedness users.
• Knives and Multi-Tools Military and tactical knives including fixed-blade, folding, machetes, and multi-tools. Brands include Boker, Ka-Bar, Kershaw Knives, and Smith & Wesson. Targeted at military personnel, law enforcement, and outdoor enthusiasts.

Quantifiable outcome

• More than 3000 police officers' lives saved by Body Armor according to National Institute of Justice

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• LOWA (as Lowa Task Force Footwear Partner)coreChannel Partner/ Reseller/ DistributorAFMO.com is an official Lowa Task Force Footwear partner, supplying an extensive collection of LOWA boots including Zephyr, Tactical, Hiking, and Combat lines. LOWA has been hand-crafting boots at European factories since 1923 and holds ISO 9001 status.
• Revision MilitaryminorChannel Partner/ Reseller/ DistributorAFMO.com supplies Revision Military body armor products including ballistic helmets as part of their body armor selection.
• GH Armor SystemsminorChannel Partner/ Reseller/ DistributorAFMO.com supplies GH Armor Systems body armor products.
• United Shield InternationalminorChannel Partner/ Reseller/ DistributorAFMO.com supplies United Shield International body armor products.
• MaxpeditioncoreChannel Partner/ Reseller/ DistributorMaxpedition is described as a key brand partner, with AFMO.com carrying over 52 Maxpedition products including backpacks, gear bags, and tactical packs made from water and abrasion resistant materials.
• Condor TacticalcoreChannel Partner/ Reseller/ DistributorAFMO.com carries Condor Tactical gear including vests, plate carriers, soft shell jackets, and assault packs featuring MOLLE/PALS webbing.
• Tru-SpeccoreChannel Partner/ Reseller/ DistributorAFMO.com supplies Tru-Spec military clothing including ECWCS parkas, tactical pants, soft shell jackets, and combat shirts. Tru-Spec is a leading supplier of uniforms to military and law enforcement agencies.
• Under Armour TacticalcoreChannel Partner/ Reseller/ DistributorAFMO.com carries Under Armour tactical boots and clothing including Valsetz, Speed Freek, and Mirage lines, with products featuring moisture-wicking and temperature regulation technology.
• VolusioncoreTechnology or IntegrationAFMO.com's e-commerce platform is built with Volusion technology, providing the website infrastructure, shopping cart, and secure checkout functionality.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• REI (Recreational Equipment Inc.): Large outdoor and tactical-adjacent retailer with significant e-commerce scale. Overlaps with AFMO on outdoor/hiking footwear and gear categories but operates as broad incumbent with much larger assortment and member-based model.
• Amazon: Mass-market e-commerce incumbent carrying tactical footwear, apparel, body armor, and accessories from many of AFMO's same brand partners. Competes on price, selection, and Prime shipping convenience, pressuring AFMO's positioning in commodity SKUs.

Direct peers

• Galls: Largest US retailer of uniforms, body armor, and tactical gear to law enforcement and public safety — direct competitor with comparable product breadth (boots, body armor, duty gear) and shared institutional customer base, but with a much larger omnichannel footprint and parent-company scale.
• OpticsPlanet: Large e-commerce retailer of tactical, military, law enforcement, and outdoor gear with overlapping brand portfolio and customer segments. Operates as a scaled online retailer with broader category coverage including optics and shooting sports.
• LA Police Gear: Online-first retailer specializing in police, tactical, and military gear with comparable SKU categories (boots, body armor, holsters, packs). Closely aligned direct-to-consumer e-commerce model serving overlapping law enforcement and civilian markets.
• Patriot Surplus: Smaller online retailer of military surplus and tactical gear including boots, packs, and outerwear. Direct competitor in the niche tactical/military e-commerce segment, similar scale to AFMO.
• Botach Tactical: Online tactical and military gear retailer carrying comparable brands (body armor, tactical footwear, MOLLE gear) and serving similar military/law enforcement customers. Closely comparable e-commerce-only positioning in the tactical vertical.

Emerging players

• Propper International: Manufacturer-retailer of military uniforms and tactical apparel carried by AFMO. Comparable product overlap in tactical clothing and footwear but with proprietary manufacturing (DLA contracts) rather than pure retailer model.
• Danner Boots: Premium tactical and combat boot manufacturer carried by AFMO. Comparable product overlap in the core footwear category but operates as brand owner with DTC e-commerce rather than as multi-brand retailer.

Others

• Grainger: Industrial MRO and safety equipment distributor with overlap in workwear, protective equipment, and safety gear. Not a direct tactical competitor but adjacent through institutional procurement and similar regulatory/compliance-driven product mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/tacticalgearnow
• YouTubeyoutube.com/afmotgn
• Facebookfacebook.com/afmotacticalgear

Compliance2 records

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 Tactical Gear Now, Inc./AFMO.com