James Sellers, CEO, Sellmark Corporation
In an interview with Invest:, James Sellers, CEO of Sellmark Corporation, discussed the company’s growth, including the launch of the Dark30 brand and global expansion into Bulgaria and Thailand. Looking ahead, Sellers said the company is planning for an innovation center, further global expansion, and growth in the law enforcement and military markets.
Could you share an overview of Sellmark and some achievements from the past year?
Sellmark is a leader in technology within the outdoor consumer product space. We manufacture products under an array of brands. This year, we launched our new Dark30 brand, which brings the most advanced thermal pan-tilt-zoom camera for people working in wildlife management, ranching, and hunting. The company set several records this year, and our expansion continues with new offices in Bulgaria and Thailand, manufacturing in Rhode Island, and our global headquarters in Mansfield, Texas. We’ve set new sales records, and we’ve never had more employees. Things are looking great for us.
What makes Mansfield ideal as a headquarters?
We’ve been fortunate to call Mansfield our home. We’ve been here since 2003 and have had the privilege of watching the city grow and improve. Mansfield has been a fantastic partner for us, and when we needed to expand, it worked tirelessly to help us remain here. Sellmark’s facilities have expanded rapidly, initially starting at 10,000 square feet, and now we occupy 126,000 square feet. We’ve also recently announced plans to reach 450,000-500,000 square feet in the coming years. In terms of community, Mansfield offers a high quality of life with great safety, excellent schools, and amenities such as parks and recreation. It’s also well located, close to Fort Worth, DFW and the DFW Airport. Mansfield provides access to the economic engine of the area, without the need to live directly in the city center.
How are you partnering with local organizations to develop the workforce?
Mansfield’s high quality of life and diverse living options naturally attract talent, especially due to its proximity to both urban and rural areas. In terms of education, we’re fortunate to have a fantastic school district in Mansfield ISD. There is a program called the Ben Barber Innovation Academy, which offers skilled high school interns in engineering and tech roles, bringing fresh perspectives. Additionally, the University of Texas Arlington (UTA), Tarrant County Community College and institutions like SMU and TCU provide a talent pipeline through internships and workforce development programs. Sellmark’s global recruitment strategy also brings in talent from around the world, with city support in organizing workforce initiatives, job fairs, and resources from the Texas Workforce Commission.
What are some of the latest trends in the industry that you have noticed?
We’re in the outdoor recreational space because we believe it offers incredible opportunities for people to get out of cities, enjoy nature and have meaningful experiences with family and friends—or simply enjoy some peace and quiet. Hunting is not only a cherished American tradition but also plays a crucial role in wildlife management and conservation. Technology in our industry evolves quickly, particularly in areas like thermal imaging, LED lighting and protective vests for law enforcement. I don’t see innovation slowing down; in fact, as a company, we’re innovating faster each year. The universities have played a key role in keeping us at the forefront of technology. On the manufacturing side, we’re seeing exciting advancements like AI-integrated manufacturing. We work closely with the Texas Manufacturing Assistance Center (TMAC), which promotes competitive technology practices across the state. We’re also in the process of building a state-of-the-art assembly line for LED tactical lights in Mansfield, integrating robotics and automation. AI will transform almost every aspect of every industry, and we’re exploring ways to leverage it to our advantage.
What role does community engagement play in your corporate strategy?
Community engagement is a key part of our corporate strategy. For the overall health of the company, it’s important for our employees and leadership to give back to the community and work tirelessly to make Mansfield a great place to live and work. Personally, I sit on boards like the Mansfield Methodist Hospital, Mansfield ISD’s Advisory Board and the Mansfield Economic Development Corporation. There are many opportunities to get involved in the community, and it’s inspiring to see so many business leaders contributing. I believe that anyone who wants to be in a strong community needs to be part of that community by actively serving and helping to steer its direction.
For the next two to three years, what is your outlook for the company?
We’re now operating in a global market, and things are moving faster than ever before, so innovation and speed are critical. We plan to make major investments in Mansfield, including building an innovation center. Construction for this project is expected to start in early 2025. The overall 30+ acres plan development site will result in a total 450,000 – 500,000 square feet for mix use including office, industrial, warehouse, and more all centered around innovation and technology development. Phase I will be a 155,000 square feet innovation center called Verdexium.
Our focus will include hiring more talent, continuing to grow, expanding our patent and technology development, growing our law enforcement and military product channels, and increasing our global outreach in key markets. Having been in Texas for a while now, particularly in the DFW area, I can say it offers an ideal economic environment with access to global markets and strong investment opportunities.
