Fast-growing clothing company 5.11 Tactical recently opened a new retail store in Frisco, its first in North Texas.
The tactical apparel gear has been sold to law enforcement and military personnel for decades, but now they are marketing and selling directly to consumers with rugged merchandise that is often capable of concealing a weapon.
"They pay attention to their customers. They pay attention to what's needed in the field," said Daniel Millwee, a US Army Veteran who attended the store's grand opening earlier this month.
On a rainy Saturday, hundreds lined up to wait to get in the store on opening day. Frisco Police were on hand to provide a color guard and assist with a ceremonial door breach instead of a ribbon cutting.
The new storefront is nestled in a shopping center not far from Stonebriar Centre mall. It's next door to a massage and facial spa and a children's music store, perhaps an indication of how mainstream tactical gear has become.
More than 1.14 million Texans have active handgun licenses, according to the Texas Department of Public Safety, including 43,000 people in Collin County.
5.11 is headquartered in California but now has rapid expansion plans. The company's CEO said they do about $300 million in sales annually and currently have 13 retail stores, with three in Texas. They plan to open about one store a month moving forward.
"We discovered that while our core is police, fire and EMS, a lot of their friends and family would discover the gear through those serving," said Tom Davin, 5.11 Tactical CEO. "And they would say, 'How do I get the gear?'"
A product line that started with basic tactical pants now includes everything from t-shirts to boots to belts to women's' handbags, which of course have quick-access pockets for firearms.
"A tote bag and a clutch purse, all designed to hide an iPhone or whatever weapon you might need to keep yourself safe," said Davin.