Dear Media Partner,
MANSFIELD, TEXAS, April 10, 2025 – In light of today’s announcement that the United States will delay or suspend tariff increases on most trading partners—excluding China—Sellmark Corporation reaffirms its strong commitment to American workers, industries, and customers. While this decision brings welcome relief for many global partners, the situation regarding China remains deeply concerning and will have far-reaching implications for supply chains across the outdoor and defense optics industry.
At Sellmark, we’ve long planned for volatility. Over the past several years, we’ve made strategic investments in U.S. manufacturing, diversified our global supplier base, and built flexibility into our operations. Today’s news validates that approach. The suspension of tariffs for countries such as the EU, the UK, Thailand, Japan, and the Philippines makes the cost impact more manageable for us and our partners, and we’re grateful to continue working closely with those nations.
However, the situation with China is dire. Increased tariffs on Chinese imports will have a profound impact not only on our industry but on global manufacturing at large. These disruptions will take years to fully work through, and many companies are unprepared. At Sellmark, we’ve proactively shifted sourcing, developed redundancy, and enhanced domestic capabilities—all so we could be ready for moments like this.
We view this as a pivotal time. Tariffs present challenges, but also opportunities: to innovate faster, to expand our American footprint, and to reinforce our leadership position in the optics and outdoor gear industries.
Our mission remains unchanged: Sellmark stands with good, hardworking Americans and equally driven customers around the world by delivering high-performance, battle-ready, and affordable gear built for those who value grit, independence, safety, and the great outdoors. Our brands—including Sightmark, Pulsar, Firefield, Kopfjäger, BulletSafe, INFORCE, and Dark30—will remain accessible and within reach for the Americans who rely on them.
We will continue doing everything we can to deliver value and service to our customers—without ever compromising on quality. This moment demands discipline, resilience, and innovation—qualities that have always defined Sellmark. With urgency and clarity, we will meet these challenges head-on and emerge stronger for it.
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