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About Us

Our mission is simple: deliver an unbeatable product and an experience that leaves our customers fully satisfied. From our friendly employees to our fast production time, we know from the experience, you’ll enjoy working with us.

SoftReflector was not the first reflector producer in the world, but definitely the first successful one, because we’ve done things differently from the beginning. Our first production began in August of 2003, and we’re located in Estonia, Europe. One of the main things that sets us apart from our competitors is our commitment to quality. To guarantee a seamless experience, we control our entire production process. From making custom molds all the way to packaging the final product, we do it all ourselves, "in-house". And we’re the first reflective product factory to do so too.

This has the added benefit of making us fast, especially when compared to other options you may consider. We don’t outsource anything, so we don’t have to wait on other businesses to finish your order. Our customers regularly remark on how refreshing our speed is. We also strive to provide a wide variety of designs. Reflectors used to be nothing more than a safety requirement, but they’re now an important expression of a person’s lifestyle as well. You’ll find designs that range from classic to modern and trendy. Don’t let the stylish designs fool you - they’re all made with the same commitment to quality. Every single reflective product we produce meets the EU regulations and is made from high-quality 3M Scotchlite material.

  • 15 Years Experience
  • 80M Products Sold
  • Over 45 International Fairs & Conventions Attended

We’re here to serve you

Customer satisfaction is important to us, so we’ve built a team of like-minded people who are committed to helping you achieve your goals. We like to say that our employees have the friendliest faces in the reflective industry.

If you need any help at all, please reach out to us. We’re here to help with any part of the ordering process, including choosing designs and developing custom models. We can also help you determine what regulations you need to comply with and how to go about doing so. Regardless of what it is you need help with, one of our employees will gladly assist you.

Our happy customers include Universal, MTV, and even Washington DC

There is no job too big or too small for SoftReflector. We’ve worked with some of the biggest companies in the world and have no problem producing large quantities or meeting strict deadlines. Bigger clients tend to have more requirements, and that’s just one more reason to choose SoftReflector. We’ve been tested and have proven ourselves to be capable of even the most demanding jobs. We offer the same quality service to the small businesses we work with as well. You can expect the same fast turn-arounds and helpful service that the big guys get. If you need custom designs, you’ll find that our minimum order quantities are very reasonable.

Our service comes with

The number one thing included with our service is peace of mind. We don’t want our customers to have to worry about anything, so we go above and beyond to deliver a simple process for obtaining high-quality reflectors. On top of this simple process, we also offer fast shipping, white label options, and strict regulation adherence. Our packaging is dashing, giving this product a fair, gift value!

We’re hoping this makes your life easier. Our goal is to help you keep your clients happy, and ideally make you more money in the process.

Fast Shipping

Shipping options range from 6 to 14 days. End customer deliveries are available.

Better packaging

Customers say our good packaging makes the reflectors much easier to sell.

Legal Compliance

Most of our reflective products are EN13356 certified. We meet additional standards as well.

White Label Options

You’ll be proud to put your label on our products, and we make it easy to do.


“As a CEO of New-Tech-Products I see a lot of innovative, often highly technical products. But sometimes the small(er), not so technical items are those we really need. The small reflectors and stickers of the Estonian company SoftReflector are a perfect example here. For security in our daily lives – especially in the dark and especially for children – there is no better solution than this to protect yourself and your beloved ones from being accidentally driven over. “Seen” with Softreflector!”
Mr Rolf Olejniczak-Burkert
CEO of New-Tech-Product GmbH, Germany
“Product safety is highly prioritized at Wackes. Choosing the right producer is essential, specially when it comes to personal protective equipment (PPE). Softreflector has compliant products, a smooth ordering system, service minded staff, affordable prices and last but not least, reliable supplies (Softreflector delivers good quality products on time)”
Mr Johan Mansson
Purchase Manager of Wackes AB, Sweden
"We are amazed to learn that they change the reflective materials for industry use innovatively, smartly and KAWAII like that! So, we see that it is not like rough-cut products for traffic safety. Softreflector's product feel that want to pick up it as fashionable accessories naturally and become feel glad!"
Satoru Fujii
CEO of Seeds Co. Ltd, Japan
"Best prices, good quality on products, very helpful and fast customer service. And most important thing, all deliveries are on time."
Jani Mattila
Sales Director of IdeHunt Liikelahjat OY, Finland

Upcoming Tradefairs

Participated Conventions