Irvine, Calif. (May 26, 2020) – 5.11, Inc. the global innovator of purpose-built apparel, footwear and gear, announced it is gradually reopening its United States-based retail stores in light of the restriction lifts surrounding Coronavirus (COVID-19). Each of 5.11’s 66 company-owned stores will be opening on a case-by-case basis in accordance with all federal, state and local health and safety protocols.
Nearly all of 5.11’s retail stores have remained open throughout the COVID-19 lockdowns, but with limited operations serving First Responders and other members of our country’s critical infrastructure. All safety protocols put into place previously will be maintained, with several additional efforts including making hand sanitizer easily accessible for customers and employees, increasing cleaning throughout of the store of high traffic touchpoints, adding plexiglass partitions at checkout areas, and marking areas on floors to ensure proper social distancing. Continued health and safety precautions include:
• Conducting employee health screenings at the beginning of every shift
• Increasing cleaning and sanitization
• Providing face coverings for all employees
• Enforcing six feet or more of social distancing
• Limiting the number of employees and customers in the store at one time
• Maintaining reduced hours of store operations: 10 a.m. – 6 p.m. Monday – Sunday
“Character is most often shown in the most difficult times,” said 5.11’s CEO, Francisco J. Morales. “My pride for the character of the 5.11 team has never been greater. We are honored to have been able to serve our frontline workers throughout the difficult past several weeks and are happy to be providing safe shopping environments for all consumers to enjoy once again. Our Always Be Ready mantra has never had greater meaning, and we look forward to bringing our innovative, purpose-built products back to all of our retail patrons in the weeks ahead.”
To find a 5.11 retail store near you, please visit the store locator. Shop 5.11 anytime at www.511Tactical.com. Follow 5.11 on social @511Tactical.
If you are an independent retailer that still carries this brand, you are an absolute fool.
“Hey, thanks for all that free market research, you showed us all the best places to put our 66 (and more to come) stores!”
This applies to pretty much any brand in the world with their own stores, which happened after brands realized how much more money they could make if they switched to a D2C model instead of a B2B model. It’s with good reason that every single brand now have a webshop and advertise heavy for it, instead of a “dealer locator”.
A pure D2C brand is one thing, they are typically based around providing great value in a product. A mixed brand basically sells a product that should have been ~25% lower in price for the full price “because they are protecting the mom and pop stores”. While technically true, they are destroying them by providing yet another competitor.
God damn, I really dislike modern business practices.
5.11 wasn’t exactly kind to their showroom dealers before they had their own stores (or licensed stores, for that matter).