Diamondback Grows International Sales With VEDP Support

Albemarle County-based Diamondback Tool Co., Inc., has been manufacturing premium tool belts and gear for professional tradespeople since 1993. Using the highest quality materials and technology, Diamondback creates durable, long-lasting tool belts, tool vests, pouches, and other workwear that supports physical health and efficiency.

The problem: Diamondback needed to revamp its e-commerce operations and expand its network of global partners to support international sales.

Diamondback joined VEDP’s Virginia Leaders in Export Trade (VALET) program with a two-pronged strategy. First, the company aimed to optimize its e-commerce operations to efficiently serve international customers and boost direct-to-consumer (D2C) sales abroad. Second, the company sought to expand its network of international partners to increase wholesale orders in high-potential markets. The challenge was not only technological — upgrading a legacy e-commerce platform — but also strategic: creating a buying experience that resonated with local customers across diverse markets.

The solution: A move to Shopify and a renewed focus on international markets, including a key partnership.

With support from the VALET program, Diamondback transitioned from its legacy e-commerce platform to Shopify, enabling Shopify Markets to support multi-currency and multi-language transactions. This upgrade significantly improved the shopping experience for international customers and allowed Diamondback to scale its D2C operations globally with minimal friction.

To grow its wholesale footprint, Diamondback leveraged its well-established online presence and industry credibility. The brand tapped into a curated, organically grown network of international social media influencers in the building trades and construction business. Combined with a strategic presence at international trade shows, this approach helped Diamondback gain visibility and credibility with brick-and-mortar retail distributors in select markets, including in Australia and the United Kingdom ahead of the 2025 holiday season.

One notable success during the VALET term came from South Korea. The company’s existing customer base in the region helped pave the way for a key retail partnership: a group of ACE Hardware stores agreed to carry Diamondback products, marking a significant step toward establishing a stronger retail presence in Asia.

The results: An immediate uptick in international sales.

The impact of the e-commerce upgrade was immediate. After launching their new Shopify-based site in the first week of June 2023, Diamondback saw an 8% increase in international sales by late July. Notably, 19% of total online sales during this period were made in foreign currencies — an indicator of early adoption and growing international demand. Diamondback has also seen 20% month-over-month growth on Amazon in 2025, mostly driven by Australia and Canada.

Equally important were the insights gained from their engaged global customer base. Diamondback confirmed that in the building trades, customers still prefer a tactile, localized buying experience. While the upgraded e-commerce platform improved accessibility, the physical presence of products in stores remains critical to conversion. That made the South Korean ACE Hardware partnership even more meaningful — it not only confirmed the importance of in-store availability, but also validated Diamondback’s strategy of combining digital growth with traditional retail partnerships.

With key lessons learned and international momentum building, Diamondback continues to expand its reach in overseas markets, combining high-performance digital tools with trusted retail partnerships to meet the needs of global customers.