FOR IMMEDIATE RELEASE
Tactical outfitter 5.11 Inc. ranks 211th on Inc. 500 list of America’s fastest growing companies for 2007
Innovative law enforcement gear gains popularity among mainstream consumers
Inc.
magazine recently announced its 25th annual Inc. 500 list of America’s
500 fastest-growing private companies. Modesto, California-based 5.11
Inc. landed in 211th place in the publication’s rankings. Details are in
the September issue, which hits newsstands August 28.
“If you
want to find out which companies are going to change the world, look at
the Inc. 500,” said Inc. Editor Jane Berentson. “These are the most
innovative, dynamic, fast-growth companies in the nation. The Inc. 500
list is Inc. magazine’s tribute to American business ingenuity and
ambition.”
In response to the news about 5.11’s ranking, 5.11
Inc. CEO Dan Costa said, “The 5.11 brand is not only hot in the public
safety field, consumers are also very intrigued with our tactical gear.
We’ve become more of a lifestyle brand. We’re growing very quickly and
are launching several new product lines this fall. It’s exciting to be
ranked number 211 our first time out on this highly-respected national
list.”
The maker of innovative tactical gear for law
enforcement, military and fire professionals, 5.11 Inc., creates
tactical apparel, uniforms and accessories under the name 5.11 Tactical
Series®. The company’s roots were originally based in the outdoor
industry, then moved into the law enforcement arena, where officers
found the clothing so comfortable, functional and well-built, they began
wearing it during their off duty hours, too. 5.11 has now come almost
full circle – finding increasingly strong interest from customers in the
outdoor, leisure and travel markets.
“A few years ago, ‘smart
clothes’ were a new concept,” Costa said. “The idea was clothing that
was either wrinkle free, had lots of pockets or could charge a cell
phone. Because of 5.11’s cool hidden pockets, breathable fabrics and
special patented components, the clothes just work for everyone!” Costa
said.
A spinoff of Royal Robbins, 5.11 Tactical started in 2003
when Dan Costa recruited three promising employees from E. & J.
Gallo Winery: Matt Sinclair, 46, Bob Denny, 40 and Erica Reynoso, 27.
“All three are shareholders in 5.11,” Costa said. “Their commitment has
earned them each the title of vice president. In a fast-growing company
like 5.11, it’s important to have a great team in place.” He added that
hiring more than 170 other dedicated management and staff members over
the years has fueled corporate success worldwide.
Costa, 53, who
opened his first business at age 23, is no stranger to success after
growing so many local businesses over the past three decades, including
29 Velvet Creameries, the Velvet ice cream company, Davis Lay Food
Service Inc., two Mallard’s Restaurants, Mallard’s Food Products,
Mallard’s Inn, Costa Limited Partners/NorthPointe Shopping Center, Royal
Robbins Inc. and 5.11 Inc.
The gifted entrepreneur’s sharp
business acumen, hard work and willingness to try new things has
resulted in consistently strong profit margins for 5.11 Inc. and the
5.11 Tactical Series brand.
Featuring a patented tactical strap
and slash pocket design, 5.11’s flagship product is the 5.11 Tactical
Pant, which was originally designed for rock climbers 30 years ago and
later became the official training pant of the FBI National Academy in
Quantico, Va.
Today, the hardwearing pants, along with 5.11
Tactical Shirts, boots, outerwear and tactical gear are in demand by
SWAT teams, bomb techs, air marshals, K-9, HRT and others. “Law
enforcement needs have grown far beyond typical A-class uniforms,” Costa
said. “Due to global security threats, the addition of special teams
and other factors, officers’ buying habits have radically changed.”
Many
uniform supply stores that had focused solely on providing uniforms to
local agencies weren’t aware of the new needs of special law enforcement
(LE) teams. When 5.11 Tactical brought it to their attention, many
shops still had no interest in stocking the non-specified tactical
clothing that 5.11 realized customers needed.
However, a survey
conducted among LE end-users demonstrated the growing need for
specialized clothing and equipment when this question was posed, “Do you
purchase 5.11 Tactical clothing because you have to or because you want
to?” “Results showed that more than 60 percent of respondents buy 5.11
because they want to,” Costa said. “That’s significant.”
Costa’s
forward-thinking retail philosophy eventually won out, and has led to a
paradigm shift in the way products are presented to officers and
operators. Through aggressive marketing and merchandising techniques,
5.11 was the squeaky wheel that transformed many uniform stores into
competitive, user-friendly retail environments.
Uniform stores
across the country have begun to change the way they do business. Kinsco
in Longmont, Colorado, has given non-spec’d 5.11 products the prime
location in its store.
“5.11 told us about their pant cubes and
other fixtures, which ultimately were going to cost about $20,000 to
fill with product,” said owner-partner Greg Schumann. “That made me
nervous. Within a week of receiving the displays, I complained to staff
about the pant orders not coming in. Actually, the pants had come in,
but people were seeing them merchandised in cubes and buying two or
three pair at a time. We just couldn’t keep anything in stock,” he
recalled. “People were buying them before I even saw them come in!”
Schumann
said his shelving originally came from an old hardware and ranch store.
“It was a bunch of cream-colored metal shelves with signs taped to
them. We’d put up a sign and wait until somebody asked for a product,”
he said. “Now our store is professionally merchandised and looks a lot
more like a department store. The merchandising now makes it easy for
our customers to purchase these new impulse items.”
Serving
Northern California, Crescent Work & Outdoor in Modesto and Weber
Point Uniforms in Stockton have sold a full line of 5.11 products since
2003. “5.11 takes up half of our uniform department and is a good half
of our business,” said co-owner Tiffani Stott. “Of all my suppliers and
vendor reps, 5.11 is far and away the most aggressive and involved.
5.11’s merchandising program has greatly increased our sales.” She’s
noticed a lot more impulse buying because of the ‘shopability’ of the
merchandise. “Also, as 5.11 has continued to increase its product line
with innovative products that are applicable over a large scale, the
general public is becoming more interested in buying it,” she said.
“Where
they used to typically only sell law enforcement uniforms, LE stores
now offer rugged casual/tactical clothing made for SWAT operators and
high level tactical teams that needed good, hardcore durability,” Costa
said. “Beyond the law enforcement marketplace, 5.11 is really a
lifestyle brand. It’s a good product at a good value. In addition to
officers, people in the community are finding these really cool clothes –
as well as our gear and accessories – in LE stores. We’re glad to
accommodate them.”
5.11, the global tactical clothing empire that
evolved from a simple pair of climbing pants, reports three-year sales
growth of 1,039 percent. Sales topped $55 million in 2006 with
projections of $85 million for 2007. This marks only the second time a
Modesto company has made the prestigious Inc. 500 list.
“We look forward to strong, continued growth,” Costa adds. “Being listed on the Inc. 500 certainly raises the bar for 2008.”
caption
Patented hidden document pockets, pen pockets and a cape-back make the 5.11 Tactical Shirt practical and functional.
caption
For
30 years, entrepreneur and 5.11 CEO Dan Costa has specialized in
transforming struggling companies into profitable businesses.
caption
In business since 2003, 5.11 Tactical reports three-year sales growth of 1,039 percent.
About 5.11 Tactical Series®
5.11
Tactical Series creates superior products that enhance the safety,
accuracy, speed and performance of law enforcement, military and
firefighting professionals. Built on a foundation of durability, quality
and value, 5.11 Tactical leads the industry in delivering functionally
innovative gear, head to toe. Learn more about our best-selling tactical
clothing, uniforms, outerwear, footwear, eyewear, duty knives, tactical
gear, holsters and more at www.511tactical.com.
© HHWS for 5.11 Inc.
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