Building a Brand that Stands the Test of Time: How to Start a Military Gear Business in US?


Thinking of starting your own military gear business in the United States; it can be a challenging yet rewarding endeavour. The market for military gear and equipment is significant, with a wide range of products and services available to customers. However, there are numerous steps that you will need to take into consideration to successfully start and run a military gear business in the US.

Below are some of the key steps you should consider:

1. Develop a Business Plan

Once you have a good grasp of business idea, you can begin developing your business plan. This enables you to organise your thoughts and ideas, as well as provide a flow for the future growth of your business. It should include information on your target market, operational plans, marketing strategies, financial projections, etc.

2. Conduct Market Research

Conducting market research is the first step in starting a military gear business. This will aid in having a better understanding of the demand for different types of military gear and equipment, as well as the competition in the industry. Research and study the types of products and services that are currently available in the market and identify any gaps that you could fill with your own business. A PESTLE or SWOT analysis will aid you.

3. Choose a Business Structure

Determine the legal structure of your business, such as sole proprietorship, partnership, LLC, or corporation. To make the best decision for your business, you should research and find out what are the top LLC formation services in NY.

4. Build your Business

This involves hiring employees, setting up your operations, and purchasing equipment and inventory, for example. Establishing relationships with suppliers and vendors is another key for your business. Additionally, researching the marketplace for your product or service and finding ways to differentiate yourself from the competition can be beneficial. Lastly, there are many more tips to start a business that can help you get off the ground.

5. Secure Funding

You will need to secure funding for your business. This can be done through a variety of means, such as angel investors, venture capitalists, or small business loans. It is important to have a solid business plan in place, as this will make it easier to secure funding from potential investors or lenders.

6. Obtain Necessary Licenses and Permits

Check with your local and state (and potentially federal) government to find out which licenses and permits are required to operate your business. If you are to start a military gear business in the US, you are required to obtain a variety of licenses and permits; although these vary depending on the specific products and services offered, as well as the location of the business.

It is important to take note to register your business with the appropriate state and local government agencies. This includes getting a sales tax permit, business license, and any other licenses required by your state or local government.

If your business will be selling firearms or manufacturing them, you will need to obtain a Federal Firearms License (FFL) from the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF). The purpose of this license is that it allows you to import, manufacture, and sell firearms and ammunition. Nevertheless, the application process for an FFL can take several months – including a background check and inspection of your business location.

You may need to obtain a license from the International Traffic in Arms Regulations (ITAR) if you are planning to sell body armour or other protective gear. ITAR regulates the import and export of defence-related articles and services, including body armour.

It is essential to consult with a lawyer and ensure compliance with all relevant laws and regulations.

7. Build Relationships with Suppliers and Manufacturers

Establish relationships with potential and current suppliers and manufacturers to ensure you have a steady and consistent supply of high-quality military gear. These relationships are important in order to ensure the quality and timely delivery of products, as well as maintain competitive pricing.

When considering manufacturers and suppliers, due diligence is important; so do your research and vet potential partners thoroughly which includes visiting their facilities, checking references, and reviewing their production capabilities. Establish clear communication channels and have open and honest discussions about expectations, timelines, and any potential issues that may arise.

8. Develop a Strong Brand

Develop a brand that reflects the quality and durability of your military gear, and that will stand the test of time. Just like any other business, it is crucial to create a strong brand – especially in the military gear industry.

When developing a strong brand it is imperative to clearly define your target audience. This will help you to have a better understanding of their needs. For a military gear business, your target audience may be active military personnel, veterans, law enforcement officers, and/or outdoor enthusiasts.

Once you have defined your target audience, you can create a strong brand message that speaks directly to them (or to the different sub-groups in the target audience). Your brand message should acquire the unique advantages of your products and communicate the values that your business stands for.

9. Create a Website and Online Presence

Create a website and social media accounts for your business to reach a wider audience and increase visibility. This is as important as the other points for the reason that it reaches potential customers and stands out in a competitive market.

You need to decide on the purpose of your website. For example:

  • Will it be more informational, with a focus on showcasing your products and providing information about your business?; or
  • Will it be primarily for e-commerce, with the ability for customers to purchase items directly from the site?

Create and manage accounts on the various platforms them to promote your products and engage with customers.

Optimise your website and content for search engines (termed SEO optimisation) so that your business appears higher in search results whenever customers are looking for military gear.

10. Network and Market your Business

Network with other business owners and military veterans groups and market your business through advertising and promotions. Partnering with other businesses in the military gear industry can aid you in reaching a larger audience and gaining exposure. Look for businesses that complement your products and services, such as military surplus stores or outdoor gear retailers.

Also consider email marketing to reach out to customers and promote new products, sales, and other promotions. Partner with influencers in the military gear niche to promote your products and reach a wider audience. Furthermore, influencer marketing can be a powerful tool for reaching a targeted audience which is why identify influencers in the military gear industry and work on building relationships with them.

11. Continuously Improve and Evolve

Enhancing your products and services continuously is the way to go. Transform your business model to adapt to market changes.

It is also important to stay ahead of the curve in terms of technology and innovation as a military gear business. Improving and evolving your products and services is another way to stay competitive in the market and meet the needs of your customers.

You must stay well informed about the latest innovations and developments in the industry and this can be done by attending trade shows, conferences, and networking events, as well as keeping up with industry publications and online resources.

Try listening to feedback from customers as well, and incorporate their suggestions and requirements into your products and services. This can aid in ensuring that your offerings are meeting the needs of the market and can also help generate new ideas for products and services.


This article provides a brief overview for those thinking of starting their own military gear business in the US. Things to consider include developing a business plan, market research, business structure, suppliers and manufacturers, branding, and your online presence. Good luck in your business endeavour.


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