eHobbies
eHobbies (operating as Squadron.com) is a US-based online specialty retailer selling scale model kits, accessories, paints, and modeling supplies to individual hobbyists and collectors via a direct-to-consumer e-commerce storefront.
- Company typePrivate
- Founded1968
- HeadquartersBlue Ridge, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What eHobbies does
eHobbies, operating primarily through its Squadron.com storefront, is a privately held US-based online specialty retailer of scale model kits, accessories, diorama supplies, and modeling tools. The company traces its origin in the hobby retail trade to 1968 and is currently based in Ringgold, Georgia, serving individual hobbyist and collector customers across the United States through a single direct-to-consumer e-commerce platform built on BigCommerce. Catalog breadth is a defining feature: the site carries military and non-military kits (aircraft, armor, ships, figures, sci-fi, cars), aftermarket accessories, diorama materials, tools, books, and paints from a wide manufacturer base including Revell, Eduard, Trumpeter, Miniart, ICM, Airfix, and Vallejo, alongside its own proprietary Squadron Colors acrylic airbrush paint line.
The business operates a DTC e-commerce revenue model with unit-level pricing on individual transactions, occasional promotional discounts, and pre-order reservations for upcoming releases. Distribution is domestic-only (United States) with USD pricing, and the company runs no mobile app or public API. Customer engagement is layered through an Eagle Club membership loyalty program, weekly Wednesday Night Live streaming events, and a YouTube content channel branded as Squadron TV, supplemented by active Facebook, Instagram, and X social presences and a Constant Contact email newsletter.
Ownership is privately held with no disclosed parent, investor, or subsidiary structure beyond the 2000 capital events (a $10M round from eCompanies and TMCT Ventures and the acquisition of NextPlanetOver). The team is small (11-50 employees), and there are no disclosed AI/ML capabilities, regulatory actions, M&A activity beyond the 2000 transaction, or management team profiles in the source data.
eHobbies firmographics
Firmographics- Name
- eHobbies
- Legal name
- Squadron.com
- Website
- https://ehobbies.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- eHobbies (operating as Squadron.com) is a US-based online specialty retailer selling scale model kits, accessories, paints, and modeling supplies to individual hobbyists and collectors via a direct-to-consumer e-commerce storefront.
- Ownership category
- akta.pro rank
eHobbies industry classification
Industry- Product category
- Online Hobby and Scale Model Kit Retail
- NAICS
- Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Scale Model Kits (Aircraft, Armor, Ships, Cars) (CRALAKAA)
- akta.pro secondary industry
- Miniature Storage, Display & Transport (Cases, Shelves) (CRALAKAK)
Keywords
Where eHobbies is headquartered
LocationHeadquarters
- HQ city
- Blue Ridge
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
eHobbies business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Retail Product Sales: Direct retail sales of plastic model kits, accessories, modeling supplies, diorama products, and paint. Products are sold at fixed prices with occasional discounts. Revenue generated through individual transaction purchases on their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with occasional discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
eHobbies product offering
Product offeringCore offering
eHobbies operates an online specialty retail store selling scale model kits (military and non-military), modeling accessories, diorama supplies, tools, paints, and reference books to hobby enthusiasts. The catalog spans aircraft, armor, ships, figures, sci-fi, and car subjects from manufacturers such as Revell, Eduard, Trumpeter, Miniart, ICM, and Airfix, complemented by the proprietary Squadron Colors paint brand and services including pre-orders and the Eagle Club membership program.
Product overview
eHobbies operates Squadron.com as a single unified e-commerce platform for hobby model enthusiasts. The core offering consists of Military Model Kits, Non Military Kits, Accessories, Diorama supplies, and Modeling Supplies organized across product sub-categories including Aircraft Models, Armor, Ships, Figures, Sci-Fi, Cars, Tools, and Paint. The platform carries proprietary brands like Squadron Colors (acrylic airbrush paints) alongside hundreds of third-party manufacturer kits from brands such as Revell, Eduard, Miniart, Trumpeter, ICM, Airfix, Vallejo, and many others. Additional services include Pre-Orders for upcoming releases, an Eagle Club membership loyalty program, and Squadron TV video content. The platform uses BigCommerce e-commerce infrastructure and does not offer a public API.
Differentiator
Problem solved
Functional benefit
Brands
- Squadron Colors: Private label acrylic airbrush paint brand sold by Squadron.com
Products and services
- Military Model Kits Scale model kits of military aircraft, armor, naval vessels, and figures sold to hobbyists and collectors across multiple scales and manufacturers.
- Non-Military Kits
- Accessories
- Modeling Supplies
- Diorama
- Squadron Colors
- Pre-Orders
- Eagle Club Membership Paid membership loyalty program offering exclusive benefits, early access to new releases, and special pricing for repeat hobby customers.
- Squadron TV
Companies that use eHobbies
Customer profileSegments1 record
Ideal customer profiles1 record
eHobbies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
eHobbies partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
eHobbies competitors and assessment
Company assessmentDirect peers
- HobbyTown: National franchise chain of hobby stores carrying model kits, RC, slot cars, and crafts. While primarily brick-and-mortar, HobbyTown overlaps with Squadron on model kits, tools, and paints and serves the same hobby model enthusiast base.
- MegaHobby.com: Online specialty retailer focused on scale model kits, decals, books, and accessories for military and civilian modeling. Closely matches Squadron's core assortment of model kits, aftermarket detail parts, and reference books for hobby modelers.
- AMain Hobbies: Online hobby superstore specializing in RC cars, planes, and a substantial selection of scale model kits and paints. Comparable to Squadron because both operate direct-to-consumer e-commerce for hobbyist segments with a similar SKU mix spanning kits, tools, and consumables.
- Tower Hobbies: Long-established online and mail-order hobby retailer selling scale model kits, RC vehicles, and accessories. Directly comparable to Squadron.com because of overlapping product categories (military/non-military kits, accessories, paints, tools) and shared target customer of hobby model enthusiasts.
- MMD Models: Related hobby model retailer surfaced directly from Squadron.com's promotional footer, focused on plastic model kits and accessories. Closely comparable SKU mix and audience make it a near-direct competitive channel, possibly sub-brand or partner.
Broad incumbents
- Hobby Lobby: Large US arts-and-hobby retail chain carrying model kits, paints, and craft supplies among broader merchandise. Overlaps Squadron on scale models and accessories but operates much broader assortment and physical footprint.
- Michaels: North American specialty retailer of arts, crafts, and hobby merchandise including select model kits and accessories. Operates at much larger scale and broader category scope than Squadron.com but overlaps on hobbyist craft supplies.
Regional players
- Wonderland Models: UK-based online hobby model retailer carrying scale aircraft, armor, ships, and modeling supplies. Comparable product depth and manufacturer roster to Squadron, but serves primarily UK and European customers rather than the US market.
- Hobby Link Japan: Japan-based online retailer specializing in plastic model kits (Gunpla, aircraft, armor, ships) and modeling supplies. Comparable due to deep scale-model assortment aimed at hobbyists, but serves primarily Asian and international buyers.
Others
- ScaleMates: Online database and community for scale model kit listings, releases, and builds, with links to retailers. Not a direct competitor but ecosystem adjacency relevant to Squadron's hobbyist traffic and product discovery funnel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
eHobbies social profiles
Digital presenceeHobbies financial estimates
Financial estimateRevenue estimate
Valuation estimate
eHobbies leadership team
Management profileNumber of profiles
eHobbies funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
eHobbies M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about eHobbies
What does eHobbies do?
eHobbies operates an online specialty retail store selling scale model kits (military and non-military), modeling accessories, diorama supplies, tools, paints, and reference books to hobby enthusiasts. The catalog spans aircraft, armor, ships, figures, sci-fi, and car subjects from manufacturers such as Revell, Eduard, Trumpeter, Miniart, ICM, and Airfix, complemented by the proprietary Squadron Colors paint brand and services including pre-orders and the Eagle Club membership program.
Is eHobbies a public or private company?
eHobbies is a private company. It is classified as venture growth investor backed and is currently operating.
When was eHobbies founded?
eHobbies was founded in 1968. It employs 11 to 50 people.
Where is eHobbies based?
eHobbies is headquartered in Blue Ridge, United States, in the North America region.
How does eHobbies make money?
One revenue line is on record: retail Product Sales.
Who are eHobbies's main competitors?
Direct peers on record are HobbyTown, MegaHobby.com, AMain Hobbies, Tower Hobbies and MMD Models. Broad incumbents are Hobby Lobby and Michaels. Regional players are Wonderland Models and Hobby Link Japan. ScaleMates is listed as an others.
Does eHobbies have an API?
No public API is recorded for eHobbies.
What industry is eHobbies in?
eHobbies's product category is Online Hobby and Scale Model Kit Retail. Its primary akta.pro industry code is CRALAKAA, Scale Model Kits (Aircraft, Armor, Ships, Cars), with a secondary code of CRALAKAK, Miniature Storage, Display & Transport (Cases, Shelves). Its NAICS code is 45912 and its SIC code is 5945.