Lion Apparel would like to control the lion's share of its industry. The company makes men's and women's logistics and safety garments. It produces firefighters' personal protective equipment, including helmets, and it offers training equipment for first responders. Lion Apparel supplies fire departments under the BullEx and Haagen brand names in several countries for government organizations such as the Bundeswehr (the armed forces of Germany), the Department of Defense Troop Support, the US Navy, and the US Marine Corps. It claims to serve seven of the 10 largest fire departments in North America.