5.11 Tactical this week celebrated the grand opening of its 50th company owned retail store. The door was opened in Fort Bliss, Texas. The store marks the completion of an initiative established in 2014 to launch and expand company-owned retail stores across the country, aiming for 50 stores by the middle of this year.
“It used to be that you couldn’t buy 5.11 pants unless you were training with a government agency,” said 5.11’s co-Founder and CEO Francisco J. Morales. “Our retail stores are an ideal destination for people from all walks of life to come and experience 5.11 clothing, footwear and gear. Our products are specially engineered for first responders and the military to be functional, comfortable and durable. Through our 5.11 retail stores, everyday consumers can benefit similarly from the innovation we inject into our products.”
The beginning of the brand’s retail expansion came in 2017 and 2018, with an average of two store openings per month. The brand continued its momentum into 2019 with six store openings since January. An estimated 1-2 store openings per month are planned for the remainder of the year and into 2020.
“Opening our 50th store this week celebrates an ambitious and sustainable streak of retail expansion,” said 5.11’s senior vice president of retail, Jeff Roberts. “The stores serve as a beacon for the first responder community and for the military, both active duty and veterans. Our Always Be Ready Academy offers the community free in-store classes in trauma care, self-defense, everyday carry, fitness and outdoor adventure. Our knowledgeable in-store staff, experts in their field, help bring 5.11’s innovative, purpose-built gear to life.”
Roberts concludes, “We’ve found that even as shopping becomes more digitized than ever, people value and seek out the level of personal interaction our 5.11 stores offer.”
To date, 5.11 owns retail stores in 24 states, with larger metropolitan areas serving as a hub for several stores. 5.11 Fort Bliss joins the ranks as 5.11’s eighth store in Texas.
5.11 will host a public grand opening event at Freedom Crossing, 1611 Haan Rd, Fort Bliss, on Saturday, August 3. The military base will be open to civilians and the public is encouraged to attend. Commencements will begin at 9:30 a.m. with the National Anthem and a Door Breach Ceremony. The first 70 adults in line will receive a gift card valued up to $511, and all visitors will enjoy 20 percent off storewide, a free 5.11 limited-edition patch with purchase, raffles and complimentary food and refreshments.
Photo: 5.11’s Las Vegas door