Tactical apparel and gear maker 5.11 has opened a brick-and-mortar retail store in St. Louis, MO, the brand’s 39th U.S. retail store opening and 30th store opening in the past 18 months. St. Louis provides another building block to 5.11’s 2018 retail expansion goal of 50 company-owned retail stores.

5.11 launched its company-owned retail stores in California in 2014, and continued opening an average of two stores a year for the next two years. The beginning of the brand’s robust retail expansion came in 2017, and 2018 is proving to be 5.11’s most ambitious 12-month projected retail expansion to date.

“As professionals and consumers discover the evolving 5.11 product line driven by innovation, our brand’s awareness is growing in the larger marketplace, thus creating more demand than ever for our purpose-built apparel and gear,” said 5.11’s CEO, Tom Davin. “Because of the extensive technical features in our products, 5.11 company-owned retail stores provide a unique opportunity for our knowledgeable sales staff to showcase our gear and apparel. We value our heritage of hiring current and veteran servicemen and women, and find that our consumers often benefit from the additional perspective and first-hand knowledge that these individuals provide.”

With its roots in servicing the law enforcement, first responder and military communities, 5.11 prides itself on seeking out and hiring former servicemen and women and veterans whenever possible. Each retail location carries head-to-toe apparel and gear for men and women including pants, shorts, shirts, outerwear, footwear, packs and bags, headwear, load-bearing equipment and tactical accessories. 5.11 enters retail in very specific landscapes, looking for highly trafficked locations and often as a stand-alone destination or anchor of an existing shopping center.

“We’re extremely excited to connect with the St. Louis community, and to bring 5.11 to loyal customers who demand performance and comfort,” said Jeff Roberts, 5.11’s senior vice president of retail. “We are thrilled for the opportunity to serve first responders in the area, along with CrossFitters and outdoor-adventure seekers. We’re confident that our team–40 percent of which is made up of current or veteran military service members or first responders–will deliver exceptional customer experiences every day.”

5.11 will host a public grand opening event at the St. Louis store at 1461 Bass Pro Drive, St. Charles, Missouri 63001 on Saturday, Aug. 11.