Tactical apparel and gear company 5.11 has opened a brick-and-mortar retail store in Reno, NV, bolstering the company’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 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 excited to open in Reno and to serve the outdoor adventure-seekers and firearms enthusiasts who know and appreciate our innovative apparel and gear,” said Jeff Roberts, 5.11’s senior vice president of retail. “We pride ourselves on providing the ultimate 5.11 experience, and this location will serve as a beacon for those who demand the very best.”

5.11 will host a public grand opening event at the Reno store at 6667 S. Virginia St., Reno, NV 89511 on Saturday, Aug. 25.