Agena Astro
Agena Astro is a US-based direct-to-consumer e-commerce retailer founded in 2003, selling 5,000+ astronomy products including telescopes, cameras, mounts, and accessories from 20+ premium brands to hobbyist and astrophotography customers across North America.
- Company typePrivate
- Founded2003
- HeadquartersCerritos, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Agena Astro does
Agena Astro, operated by Stellaron, Inc. (DBA Agena AstroProducts), is a US-based direct-to-consumer e-commerce retailer of amateur astronomy equipment, founded in 2003 and headquartered at 13100 Alondra Blvd, Suite 106, Cerritos, California. The company sells more than 5,000 SKUs spanning telescopes (refractor, reflector, catadioptric, smart, and solar), astrophotography cameras and mounts, filters, eyepieces, adapters, and accessories, sourced through authorized dealer relationships with 20+ premium brands including ZWO, Celestron, Sky-Watcher, William Optics, Askar, Takahashi, Tele Vue, and Pegasus Astro. Product pricing spans roughly $159 entry-level telescopes to $10,000+ professional astrophotography rigs, with featured bundles, sale promotions, and unit pricing as the primary billing model.
The company's go-to-market is purely online, with no retail storefront; orders ship directly from Cerritos with free US (lower 48) shipping over $50 and international orders accepted. Marketing is content-led through Agena Academy (educational articles, buying guides, astrophotography tutorials) and an organic presence on Instagram, Facebook, and YouTube, supplemented by email newsletters and SEO-optimized product pages. The company emphasizes a service differentiation: a support team of practicing astronomers with over 200 years of combined experience who use the equipment they sell, distinguishing Agena from generic e-commerce fulfillment.
Agena Astro is privately held, founder-owned, and bootstrapped, with no disclosed external funding. It operates with 11-50 employees and maintains sister sites OpticalCleaners.com, AgenaSupply.com, and AstronomyConnect.com under common ownership. Founder and President Manish Panjwani leads the company. Customer segments are horizontal across beginner observers, hobbyist astronomers, and serious astrophotographers, with no enterprise or institutional accounts, resulting in a highly distributed individual buyer base across North America and select international markets.
Agena Astro firmographics
Firmographics- Name
- Agena Astro
- Legal name
- Stellaron, Inc.
- Website
- https://agenaastro.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Agena Astro is a US-based direct-to-consumer e-commerce retailer founded in 2003, selling 5,000+ astronomy products including telescopes, cameras, mounts, and accessories from 20+ premium brands to hobbyist and astrophotography customers across North America.
- Ownership category
- akta.pro rank
Agena Astro industry classification
Industry- Product category
- Amateur Astronomy Equipment
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Electronics and Appliance Retailers (4492)
- SIC
- Optical Instruments & Lenses (3827), Photographic Equipment & Supplies (3861)
- akta.pro primary industry
- Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders) (CRAMAKAC)
- akta.pro secondary industries
- Consumer Electronics & Appliances Online Retailers (CRAFADAD), Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF)
Keywords
Where Agena Astro is headquartered
LocationHeadquarters
- HQ city
- Cerritos
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Agena Astro business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Agena Astro generates revenue through the direct sale of astronomy equipment including telescopes, cameras, mounts, eyepieces, filters, and accessories. The company acts as an authorized dealer for multiple brands (ZWO, Celestron, Sky-Watcher, William Optics, Askar, and many others). Products range from entry-level beginner telescopes ($159-$500) to advanced professional equipment ($1,000-$10,000+). They offer bundled packages and have regular sales promotions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tiered product pricing across 5,000+ astronomy products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Agena Astro product offering
Product offeringCore offering
Agena Astro operates an online retail storefront selling more than 5,000 astronomy and astrophotography products, including smart telescopes, refractor and reflector optical tubes, dedicated astronomy cameras, equatorial and alt-azimuth mounts, solar telescopes, eyepieces, filters, and accessories. The company is a multi-brand authorised dealer for manufacturers such as ZWO, Celestron, Sky-Watcher, William Optics, Askar, Optolong, Lunt, and DwarfLab, and ships orders across the U.S. (with free shipping over $50) and internationally with a 30-day return policy.
Product overview
Agena Astro is an online e-commerce retailer specializing in amateur astronomy equipment, offering over 5,000 products across multiple categories. The company operates as a single e-commerce platform rather than a modular software product, selling telescopes (refractor, reflector, catadioptric/Dobsonian types), astrophotography equipment (cameras, mounts, filters), optical accessories (eyepieces, adapters, binoculars), and smart/automated telescopes. Featured smart telescope products include ZWO Seestar S30 Pro, Celestron Origin Mark II, and DwarfLab DWARF Mini/3. The company provides free shipping over $50, 30-day returns, and expert support backed by over 200 years of combined astronomy experience, serving customers since 2003 from Cerritos, California.
Differentiator
Problem solved
Functional benefit
Products and services
- Smart Telescopes All-in-one automated telescopes (e.g., ZWO Seestar S30 Pro, DwarfLab DWARF Mini, DWARF 3, Celestron Origin Mark II) that combine optics, camera, and tracking for beginner-to-intermediate deep sky and planetary observation and imaging. Sold to amateur astronomers and entry-level astrophotographers.
- Refractor Telescopes Premium triplet and doublet apochromatic and achromatic refractor optical tubes (e.g., Askar 103APO, Askar FRA400/500/600, Sky-Watcher Esprit 100ED, Evostar series) for deep-sky astrophotography and visual observation. Sold to intermediate and advanced amateur astronomers.
- Reflector Telescopes Newtonian and other reflector optical tube assemblies (e.g., Sky-Watcher Quattro series) suited to wide-field deep-sky astrophotography and visual observation, sold to amateur astronomers and astrophotographers.
- Astrophotography Cameras Dedicated cooled and uncooled astronomy cameras for deep-sky, planetary, and autoguiding imaging (e.g., ZWO ASI2600/ASI6200 series, Player One Poseidon series). Sold to astrophotographers building or upgrading imaging rigs.
- Astronomy Filters Light pollution and narrowband filters (e.g., Optolong L-eXtreme, L-Pro, L-Ultimate) used to improve contrast in deep-sky imaging under light-polluted skies. Sold to astrophotographers.
- Telescope Mounts Equatorial and alt-azimuth mounts used to support and track telescopes for visual observation and astrophotography, offered across multiple price points. Sold to amateur astronomers and astrophotographers.
- Solar Telescopes Hydrogen-alpha and other narrowband solar telescopes (e.g., Lunt LS80MT) for safe observation and imaging of the Sun. Sold to amateur astronomers with a dedicated interest in solar observing.
- Optical Accessories and Eyepieces
Quantifiable outcome
- 30,000+ 5-star customer reviews with 4.9 average rating
- +2 more outcomes
Companies that use Agena Astro
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Agena Astro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Agena Astro partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core, major and minor.
- ZWO (Zhongwang Optical)coreZWO is one of the featured and primary brands sold by Agena Astro. The company carries the full range of ZWO products including Seestar smart telescopes, astronomy cameras (ASI series), ASIAir controllers, telescope mounts, and refractor telescopes. Agena Astro prominently features ZWO products on their homepage banners and in sales promotions.
- CelestroncoreCelestron is one of the featured brands offered by Agena Astro. Products include NexStar SE telescopes, EdgeHD SCTs, StarSense Explorer, and Origin smart telescope. Featured in top beginner telescope recommendations.
- Sky-WatchercoreSky-Watcher is a featured brand specializing in Dobsonian telescopes, Esprit APO refractors, and computerized mounts. Agena Astro carries a wide range of Sky-Watcher products and includes them in buying guide recommendations.
- Askar TelescopescoreAskar is a featured brand known for Petzval refractors (71F, 91F, 107PHQ, SQA series). Agena Astro prominently features Askar products in top telescope recommendations for astrophotography.
- William OpticscoreWilliam Optics is a featured brand specializing in apochromatic refractors including RedCat series, FLT, GT, and GuideStar lines. Carried across refractor telescope categories.
- GSO (Guan Sheng Optical)majorGSO is a featured brand offering Newtonian telescopes, Ritchey-Chrétien astrographs, and Cassegrain telescopes. Products are popular for astrophotography and visual use.
- iOptronmajoriOptron is a featured brand for telescope mounts including Harmonic EQ mounts, Cube, and CEM series. Also offers Mak-Cassegrain telescopes.
- TakahashimajorTakahashi is a premium Japanese brand featured across multiple refractor series (FS, FC, FCT, TOA, FSQ, Mewlon) and epsilon astrographs. High-end products for serious astrophotographers.
- Tele VuemajorTele Vue is a featured brand known for premium eyepieces and refractors including NP101is. Products target demanding visual observers and imagers.
- DwarfLabmajorDwarfLab is a brand featured with active sales promotions (currently 15% off sale). Products include DWARF Mini and DWARF 3 smart telescopes, tripods, and accessories.
- VaonismajorVaonis is featured for smart telescopes including Vespera. Products featured in summer deals sales promotions and smart telescope category.
- Baader PlanetariummajorBaader Planetarium is a featured brand with extensive product range including UFC adapters, filters, and accessories. Over 750 Baader items carried.
- Pegasus AstromajorPegasus Astro is a featured brand for astrophotography accessories including motor controllers, focusers, and power management. Products include SmartEye smart eyepiece/camera.
- Antlia FiltersmajorAntlia Filters is featured with active sales promotions (currently 5% off sale). Specializes in narrowband and LRGB filters for astrophotography.
- OptolongmajorOptolong is featured with active L-Series filter sale. Products include narrowband, broadband, and specialized filters. 104 Optolong items carried.
- Blue FireballminorBlue Fireball is a featured brand for astrophotography accessories including power supplies and adapters. 289 Blue Fireball items carried.
- Lunt Solar SystemsminorLunt Solar Systems is featured for hydrogen-alpha solar telescopes and filters. 60 Lunt items carried in solar astronomy category.
- PlaneWave InstrumentsminorPlaneWave Instruments is featured for CDK and RC telescopes. Professional-grade telescopes for serious astrophotography.
- DayStar FiltersminorDayStar Filters is featured for solar filters including Quark H-alpha filters. 45 DayStar items carried.
- QHYCCDminorQHYCCD is featured for astronomy cameras including miniCAM series. Products include cooled monochrome cameras with filter sets.
- Stellaron, Inc. (Parent Company)coreAgena AstroProducts is a DBA (Doing Business As) name of Stellaron, Inc. Sister sites include OpticalCleaners.com, AgenaSupply.com, and AstronomyConnect.com. Also includes corporate affiliates.
Scale indicators5 records
Recent moves1 record
Expansion highlights5 records
Agena Astro competitors and assessment
Company assessmentOthers
- Optolong Filter Store: Optolong is one of Agena's filter suppliers (104 items carried), specializing in narrowband, broadband, and LRGB filters for astrophotography. Comparable in narrow filter category but functions as both supplier and direct competitor to Agena's filter retail offering.
- ZWO (Zhongwang Optical): ZWO is a primary manufacturer partner of Agena Astro and the dominant brand in smart telescopes and astronomy cameras. As ZWO scales direct-to-consumer sales, it is simultaneously Agena's most important supplier and an emerging channel competitor.
- Cloudy Nights: Cloudy Nights is the largest online community and classifieds marketplace for amateur astronomers, where users discuss gear and trade equipment peer-to-peer. While not a direct sales competitor, it shapes purchasing decisions and represents an ecosystem participant affecting Agena Astro's customer journey.
Direct peers
- High Point Scientific: High Point Scientific (formerly Astronomics) is one of the largest US online astronomy equipment retailers, carrying telescopes, mounts, cameras, and accessories from the same major brands (Celestron, Sky-Watcher, Tele Vue, Takahashi). It is the closest direct competitor to Agena Astro in scale, category coverage, and target customer.
- OPT Telescopes (Oceanside Photo & Telescope): OPT Telescopes is a long-standing astronomy and astrophotography retailer (founded 1947) carrying refractors, reflectors, mounts, cameras, and filters from brands like ZWO, Takahashi, and Celestron. Directly comparable in product mix, customer segment, and DTC e-commerce focus.
- Woodland Hills Camera & Telescopes: Woodland Hills is a US retailer specializing in telescopes and cameras, carrying many of the same brands as Agena Astro (Celestron, Sky-Watcher, Meade, ZWO). Comparable in product mix and customer base, with a stronger brick-and-mortar presence but smaller online catalog.
- Orion Telescopes: Orion is a heritage US telescope brand and retailer carrying its own brand of telescopes plus accessories and binoculars. Despite ownership changes, it remains a directly comparable specialty astronomy retailer serving beginner-to-intermediate hobbyists.
Emerging players
- Explore Scientific: Explore Scientific is both a telescope/eyepiece manufacturer and a direct-to-consumer retailer carrying its own branded optics alongside competitor products. Comparable in product mix but distinguished by being a hybrid manufacturer-retailer rather than pure reseller.
Broad incumbents
- B&H Photo Video: B&H Photo Video is the dominant US consumer electronics and camera retailer, carrying telescopes, binoculars, and astrophotography equipment as part of a much broader catalog. It overlaps with Agena Astro on astronomy-adjacent products (cameras, optics, accessories) but is not a specialized astronomy destination.
- Adorama: Adorama is a large US camera, electronics, and optics retailer carrying telescopes, binoculars, and imaging equipment alongside a much broader assortment. Comparable to Agena Astro in e-commerce focus and overlap on imaging/camera products, but not specialized in deep-sky astronomy equipment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Agena Astro social profiles
Digital presenceAgena Astro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Agena Astro leadership team
Management profileNumber of profiles
Profiles1 record
Agena Astro subsidiaries and ownership
Company hierarchySubsidiaries3 records
Agena Astro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Agena Astro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Agena Astro
What does Agena Astro do?
Agena Astro operates an online retail storefront selling more than 5,000 astronomy and astrophotography products, including smart telescopes, refractor and reflector optical tubes, dedicated astronomy cameras, equatorial and alt-azimuth mounts, solar telescopes, eyepieces, filters, and accessories. The company is a multi-brand authorised dealer for manufacturers such as ZWO, Celestron, Sky-Watcher, William Optics, Askar, Optolong, Lunt, and DwarfLab, and ships orders across the U.S. (with free shipping over $50) and internationally with a 30-day return policy.
Is Agena Astro a public or private company?
Agena Astro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Agena Astro founded?
Agena Astro was founded in 2003. It employs 11 to 50 people.
Where is Agena Astro based?
Agena Astro is headquartered in Cerritos, United States, in the North America region.
How does Agena Astro make money?
One revenue line is on record: product Sales.
Who are Agena Astro's main competitors?
Others on record are Optolong Filter Store, ZWO (Zhongwang Optical) and Cloudy Nights. Direct peers are High Point Scientific, OPT Telescopes (Oceanside Photo & Telescope), Woodland Hills Camera & Telescopes and Orion Telescopes. Explore Scientific is listed as an emerging player. Broad incumbents are B&H Photo Video and Adorama.
Does Agena Astro have an API?
No public API is recorded for Agena Astro.
What industry is Agena Astro in?
Agena Astro's product category is Amateur Astronomy Equipment. Its primary akta.pro industry code is CRAMAKAC, Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders), with a secondary code of CRAFADAD, Consumer Electronics & Appliances Online Retailers. Its NAICS code is 459 and its SIC code is 3827.