Championing US innovation, Sellmark is building the next generation of outdoor and tactical technologies
On a mission to lead the way in technology and innovation, Sellmark Corporation (Sellmark) is a leading provider of innovative outdoor and tactical products, with the aim of delivering accessible technologies that enable users to create lasting memories, carry forward meaningful traditions, and push the boundaries of what’s possible in the market. The company’s brands include Sightmark, Pulsar, Firefield, KJI, BulletSafe, INFORCE, and Dark30, and are available in over 5000 locations around the world.
James Sellers, Founder and CEO, joins us to elaborate on the company’s evolution to date. “I established Sellmark over 25 years ago with a vision to create a full-service company that empowers brands and technologies,” James opens. “Leveraging opportunities in the outdoor markets, the business has grown from a garage startup to a globally recognized leader with over 120 patents and a diverse product portfolio. Sellmark is a very brand-centric business. Our first brand, Sightmark, launched in 2007, and offers a versatile range of performance-driven red dots, riflescopes, and accessories designed for law enforcement, hunters, and competition shooters.
“We then launched Firefield, a line of affordable optics and firearm accessories – including scopes, lasers, and reflex sights – built for shooters who want reliable performance without unnecessary complexity or cost. Firefield is designed for new and action-oriented shooters looking for dependable gear for range time, training, and outdoor use. Our Pulsar brand, on the other hand, provides premier thermal and digital imaging solutions. From handheld surveillance for nature observation to night vision technology and enforcement products, Pulsar’s products are redefining standards for low-light and long-range detection.
“Most recently, we launched Dark30 to provide advanced imaging technology for the outdoor community,” he adds. “Dedicated to innovation, Dark30 currently focuses on vehicle-mounted thermal camera systems used for wildlife observation and tracking, as well as professional surveillance applications such as border patrol operations. The brand expands our imaging portfolio by extending thermal capability beyond handheld and weapon-mounted optics into mobile, vehicle-based platforms, but we have plans to expand the brand into other fields in the near future.”
Alongside developing its own brands, Sellmark has acquired several reputable brands that align with its existing portfolio. “We acquired KJI, which was created by two SWAT officers who wanted a platform to support the accuracy and stability of a shot,” James explains. “KJI now develops several precision-engineered tripods, rests, and mounts to enhance stability for users, including hunters, long-range shooters, and law enforcement professionals.
“We also acquired BulletSafe, which was launched in 2013 with a clear mission to revolutionize the personal protection industry with affordable ballistic protection including bulletproof vests and other vital protection accessories. Lastly, we acquired INFORCE, a company that provides high-output weapon lights that are trusted by military and law enforcement agencies around the globe.”
Committed to supporting innovation across the industry, Sellmark is now embarking on the launch of a new concept – Verdexium. Currently under construction, Verdexium is a next-generation innovation and manufacturing center that will span 450,000 square feet across a multi-phase campus in Mansfield, Texas. “The Verdexium project marks a new chapter for American innovation and entrepreneurship,” James states. “The complex aims to accelerate the commercialization of American-made products by providing a space for startups and small manufacturers to take prototypes or working samples and leverage shared infrastructure, expert networks, and advanced manufacturing capabilities.
“Typically, new innovations take an average of seven-to-ten years to come to fruition, but Verdexium aims to reduce this average to one-to-three years,” he explains. “The site will concentrate on high-compliance sectors like defense, aerospace, biomedical devices, and rugged outdoor industries supporting efforts to reduce US dependence on offshore manufacturing while expanding domestic production capacity. The first phase – 167,500 square feet of office and manufacturing space – is slated for completion in 2026. Verdexium is designed to become a long-term anchor for American manufacturing, innovation, and skilled jobs in North Texas.”
Having celebrated its 25th anniversary, Sellmark’s success is characterized by constant innovation and a team of dedicated employees. “Our evolution comes down to values and execution,” James says. “We understand the market’s changing dynamics, and we’ve been disciplined about making the right investments at the right times. Plus, we have a team of dedicated employees that are passionate about bringing disruptive technology to our customers, with a shared vision to grow and evolve both the business and the industry. We work with a fantastic ecosystem of partners to ensure we deliver on our brand promises to provide top-quality products that delight customers.”
As our conversation ends, James turns to his plans to grow Sellmark further. “2026 will be an important year for us,” he says. “Our immediate focus is getting phase one of Verdexium operational, and we’re already seeing strong interest from startups and manufacturers looking to bring new products to market. At the same time, we have a number of new products in development across our brands.
“Over the next five years, our focus is on making it easier and more effective for customers and partners to work with us,” James concludes. “We’re working with multiple companies on early-stage technologies, especially those related to AI, some of which are already at the proof-of-concept level. These will explore new ways devices can gather, display, and share information. While much of this work is still ahead of formal product launches, these efforts reflect our longer-term direction as we continue to invest in practical innovation and strengthen domestic manufacturing in the US.”