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Galls: The Unsexy Giant of Public Safety
How a 30-year-old uniform supplier dominates a $300M niche with zero hype
While Silicon Valley chases AI hype, Galls quietly commands a $300M fortress in the unsexy world of public safety gear. This isn't a trendy DTC brand—it's the utilitarian backbone for 1,055 employees who equip police, security, and first responders across America.
"Galls doesn't need a growth hacker—it has a monopoly on trust in a sector where brand loyalty is life-or-death."
The Invisible Customer
Galls serves a hyper-loyal, professional audience that buys gear once and trusts it for years. Their traffic is 91% domestic (US), with only 9% international—proving their dominance is hyper-local. The real kicker? 45% of traffic is direct. These aren't window-shoppers; they're professionals who know exactly what they need and type 'galls.com' directly into their browser.
The SEO Moat
With 234,243 backlinks, Galls has built an SEO fortress. They rank for 'galls' (18K monthly searches) but more importantly, they own branded searches for tactical giants like '5.11' (49.6K searches) and 'Redback Boots' (17K searches). This isn't just a retailer—it's a destination that outranks the manufacturers themselves in search.
The technology stack reveals a pragmatic, not flashy, approach. jQuery, Bootstrap, and Slick—tried-and-tested libraries rather than bleeding-edge frameworks. This isn't a tech company pretending to be one; it's a commerce operation optimized for reliability over innovation. The 2.7/5 Trustpilot rating (32 reviews) suggests operational friction, but in this industry, function trumps feel.
- Dominates direct traffic (45%)—a sign of unshakeable brand authority in a niche market
- Owns search for competitors' products—ranking for '5.11' and 'Redback Boots' alongside their own brand
- Hyper-local US focus (91% domestic traffic)—no wasted spend on global markets
- Pragmatic tech stack—jQuery and Bootstrap over modern frameworks, prioritizing reliability
The Unsexy Unicorn
Galls proves that in B2B verticals, being the reliable utility beats being the trendy startup every time. Their $300M empire is built on trust, not traction.
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5 keywordsHow is Galls's SEO?
Open Graph Image
https://www.galls.com/images/logo-w.png
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Galls: Police Uniforms, Tactical Gear & Safety Apparel
Discover top-quality uniforms, tactical gear, and safety equipment at Galls. Trusted by police, security, and public safety pros. Shop handcuffs, boots, and more.
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Galls
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Reviews (20)
GALLS ALWAYS HAS BEEN NUMBER ONE!!! NOT PERFECTION BUTEXCELLENCE
A few days ago I had placed a review on here very much proclaiming my DISSATIFACTION WITH THIS COMPANY. BUT LET ME TELL YOU SOMETHING I WISH TO CHANGE THAT RIGHT NOW TO A FIVE-STAR RATING! BECAUSE EVEN THOUGH THE INITIAL ORDERS WERE UNORGANIZED AND MESSED UP, THEY DID WITH A LOT OF COMPANIES SHOULD DO NOWADAYS BUT DO NOT DO, THEY TOOK ACCOUNTABILITY 110% AND THEY CORRECTED THEIR MISTAKES AND THEY GAVE ME A FULL REFUND. EVEN THOUGH I SAID I DID NOT NEED OR WANT A REFUND THE PANTS WERE MORE IMPORTANT THEY STILL GAVE ME A REFUND AND THEY STILL MADE SURE MY PANTS GOT IN THE MAIL ANYWAYS. A MAN BY THE NAME OF JERRY HAND WALKED IT THROUGH THE PROCESS MONEY DID NOT HAVE TO AND IT WAS NOT HIS POSITION. Originally it was kind of like a nightmare and I'm not even sure if they are aware of the glitch in their system but I use the PO box and it didn't tell me not to use one it didn't advise me to use a regular mailing address but what it did was send it through FedEx and this is not their fault either but in Northern California if you send your stuff through FedEx and it has to go through Stockton or Compton you are nine times out of 10 never going to see your package. For whatever reason we had to go through this process like two or three times to get it out and streamline logistically properly. After long wait times on the phone, AND A LOT OF PATIENCE FROM THEM, I AM A MENTALLY DISABLED VETERAN, in which case this whole thing tested my patience as well, JERRY IS THE NAME OF THE SUPERVISOR THAT STEPPED IN TOOK OVER LIKE A MAN WENT DOWN TO THE WAREHOUSE PUT MY PANTS IN A PACKAGE AND PUT A TRACKING NUMBER FOR USPS ON IMMEDIATELY. I'm sure it wasn't Jerry's fault but the package did not get sent out on this past, Friday nevertheless it was sent out today. The package should be in the mail and says it's going to arrive on Thursday through USPS. AGAIN I CANNOT EMPHASIZE HOW THIS PART IS SUPER IMPORTANT IN MY MIND. NEARLY EVERY COMPANY HAS HICCUPS BUT NOT OF THIS MAGNITUDE NEARLY EVERY COMPANY MAKES MISTAKES BUT NOT OF THIS MAGNITUDE. BUT LET ME TELL YOU WHAT EVERY OTHER COMPANY DOES NOT DO..... .... EVERY OTHER COMPANY DOES NOT GIVE YOU A FULL REFUND AND STILL CONTINUES TO HAVE THEIR HANDS ON YOUR PACKAGE UNTIL THEY 100% KNOW IN THE BACK OF THEIR MIND LIKE IT WAS THEIR MOTHER OR BROTHER OR SISTER, WITHOUT A DOUBT THAT PACKAGE IS GOING TO BE MOVING BECAUSE THEY MADE A PROMISE TO SOMEBODY THAT THEY WILL NEVER MEET!! THIS IN ITSELF IS WORTH PRICELESS AND I WILL NEVER BUY ANOTHER PANTS FROM ANYWHERE ONLINE EXCEPT FOR THIS COMPANY RIGHT HERE AS A RESULT OF THAT. THEY HONESTLY COULD HAVE SCREWED UP MY ORDER FIVE OR SIX DIFFERENT WAYS BUT WHAT MADE THE DIFFERENCE IS THEY STAYED ON TOP OF THIS THING UNTIL IT WAS MADE RIGHT. AND OF COURSE I'M GOING TO BE CALLING BACK UP I'M TRYING TO PAY FOR MY PACKAGE WHETHER THEY ACCEPT MY MONEY OR NOT. I'M I WAS NOT HAPPY WITH THE INITIAL SERVICE.... BUT WHEN YOU GO OUT OF YOUR WAY LIKE THIS ALL IS FORGOTTEN AND I WILL BE POSTING THIS ON EVERY PUBLIC PLACE THAT I CAN. I HONESTLY WISH I COULD WORK WITH PEOPLE LIKE THIS ON A REGULAR BASIS, AND I WISH I COULD GIVE EVERY SINGLE ONE OF THEM THAT HAD A PART IN THIS THAT MADE IT SUCCESSFUL SOME TYPE OF SMALL GIFT. YOU ARE A BUNCH OF ANGELS, GALLS. JERRY, I DON'T KNOW WHAT I WOULD DO WITHOUT YOU BUT. TYSM
Products That I Utilize On The Job.
The products are the products that I'm looking for.
Great experience shopping online at Galls.com
I purchased 2 shirts. The online experience was easy to use, and the shirts arrived within 2 days. The quality of the product was as expected.
I bought Under Armour socks and got them quickly
I bought Under Armour socks and mission made grim locks. They were showing in stock online and delivered in 3 days. I am super happy. I needed these socks for my urgent care work. I stand long hours and these are the best socks. Grim locks are must for me at work to keep things together. It was so swift!!!!
I ordered my dad a few pair of Mission…
I ordered my dad a few pair of Mission Made pants and I was really impressed with the quality and price compared to the 5.11 pants I used to get him that were way more expensive. Plus they came in two days which was perfect.
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About galls.com
Discover top-quality uniforms, tactical gear, and safety equipment at Galls. Trusted by police, security, and public safety pros. Shop handcuffs, boots, and more.
Company Overview
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Technology Stack
galls.com uses 23 technologies across their website including Font Awesome, Google Fonts, Algolia, cdnjs, jsDelivr, and more.
Fonts
Font Awesome, Google Fonts
Search
Algolia
CDN
cdnjs, jsDelivr
Cloud & Hosting
Cloudflare
Advertising
DoubleClick Floodlight, Microsoft Ads, Google Ads, Facebook Pixel
Reviews
Bazaarvoice
Traffic & Audience
galls.com receives approximately 983.3K monthly visitors and ranks #43,644 globally. The website has a bounce rate of 44% with visitors viewing an average of 5.0 pages per visit. Users spend an average of 2:56 on the site.
The majority of galls.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about galls.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit galls.com directly at https://galls.com.