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About Us
Origin Story of the American Safe Brand
- In 2013, in a suburban Texas neighborhood, mechanical engineer Jack Hansen was overwhelmed with guilt after a break-in left his wife’s cherished family jewelry box pried open and his engineering blueprints scattered across the floor. He soon discovered a glaring gap in the market: most safes on sale were either clunky and hard to move or only superficially secure. For the single-family home structures common across America, there were no options that balanced concealability, anti-pry resistance, and easy installation.
- With the mission of “giving every household an ‘invisible fortress’”, Jack quit his job and teamed up with lock experts to revamp lock cylinder structures. His first product featured a recessed design that fit seamlessly into wardrobes or walls, paired with dual mechanical locks and a vibration alarm system. Today, the brand has become a trusted choice for American families and small businesses alike. Jack often says, “We don’t just build metal boxes—we build peace of mind.”
On the business operations front
- The company adopts a “local production + omnichannel online-offline” model: it operates a standardized production workshop in Texas with an annual output of 12,000 units. All products hold UL burglary and fire safety certifications, and its core recessed safes account for 8% of the U.S. household niche market share. Online, 60% of sales are generated through e-commerce platforms such as Amazon and Home Depot, while offline, the brand has established partnerships with over 30 regional home furnishing retailers. In 2024, revenue grew by 15% year-over-year, with custom safes for small businesses contributing 35% of the revenue increase.
For R&D and customer service
- The 12-person technical team continuously upgrades products. In 2024, it added fingerprint recognition modules and IoT remote monitoring capabilities, driving a 22% year-over-year sales surge for smart safes. The after-sales team has 10 professional technicians covering major U.S. cities, offering 24-hour response and 48-hour on-site repair services, with customer satisfaction consistently above 92%. Currently, the team is advancing protocol integration with smart home brands and plans to launch a new generation of HomeKit-compatible smart safes in 2026 to further expand into the high-end market.