• Our Vision

    To be the number one developer of brands and products for the outdoor lifestyle markets.

  • Our Purpose

    To improve the lives of our consumers by providing products of superior value that promote a healthy outdoor lifestyle, create precious memories and experiences, enhance safety and protection from harm, increase mobility and comfort, and feature the latest technologies to better accomplish outdoor activities.

  • Our Core Values

    • Ethics
    • Hard Work
    • Realizing Our Potential
    • Continuous Learning
    • Customer Focus
    • Innovation and Creativity

  • Statement of Quality

    Sellmark’s culture of continual improvement provides an exceptional customer experience by delivering unique, reliable products and services that exceed expectations at the best value on the market.


Manager Jonathan Horton Promoted to Director of Product Development

MANSFIELD, TEXAS (May 3, 2013) – Sellmark is proud to announce the promotion of Product Development Manager Jonathan Horton to Director of Product Development. Horton now manages all product development processes from concept to product launch, which involves direct coordination with Sellmark’s factories and Marketing Department. He is also responsible for overseeing assembly and repair of Gen 2 and Gen 3 night vision products, maintaining product quality, as well as customer support.
“I love creating new products for the outdoor/hunting market, but the best part of this new position is my team, which includes members in other countries,” said Horton. “I am blessed with the opportunity to make new friends, travel and experience other cultures. In the end, the relationships we develop here at Sellmark with our partners and customers are irreplaceable.”
Horton and the Product Development Team begin each product development project by thoroughly researching market opportunities, customer needs and competition while maintaining a consistent fit with Sellmark’s brand identities and making sure customer requests are met. After product launch, Horton works with the Marketing Department to maintain awareness of product success, product usage, and quality to ensure market sustainability.
“Jonathan is equipped with a perfect balance of artistic vision, technical mastery and project management to create successful products,” said President James Sellers. “He never loses sight of who our products are being created for. Now, Jonathan manages the team with greater resources and a larger staff to create even more award-winning products in the future.”
Horton’s latest project was the creation of Sellmark’s new crossbow brand, Southern Crossbow, which was launched in January, 2013
“A major contributing factor to the product design of our crossbows was based on customer critiques of other crossbows,” said Horton. “By utilizing this type of feedback for future product designs and continuing improvement on current Sellmark products, we can continue to fill underserved gaps in the market and offer unique products.”