Flags Of Valor

What Flags Of Valor does

Flags Of Valor is a veteran-owned direct-to-consumer e-commerce business that designs, manufactures, and sells handcrafted wooden American flags and complementary patriotic products. Founded by Brian Steorts, a combat veteran who served in the US Army's 82nd Airborne and later as an Air Force special operations pilot across 8 deployments, the company operates from a single workshop in Winchester, VA. Products are produced by American veterans using premium American hardwoods through a documented five-step handcraft process (wood selection, precision cutting and sanding, hand-painting, aligned assembly, and quality inspection) before direct shipment to U.S. customers.

The product catalog is organized into primary collections spanning wooden American flags (Liberty Series starting at $75, Classic/Betsy Ross at $150, Pledge of Allegiance at $225), cloth American flags, military and service-branch flags, challenge coin holders ($85-$175), home and bar accessories ($25-$149), desk and office items, military base maps ($60 each), apparel ($35-$65), and sub-brand collections including Freedom 250, Bourbon Barrel, and Kids Flag Build Kits. Pricing is unit-based with free shipping on orders over $150, and GOVX ID verification gates military, first responder, government employee, and teacher discounts at checkout.

Commercially, the company operates exclusively through its own Shopify storefront (flagsofvalor.com), supplemented by Instagram, Facebook, X (Twitter), email newsletters, and a blog/content marketing motion. Revenue is generated entirely from one-time product sales, with a primary consumer base of veterans, first responders, and patriotic Americans, plus a corporate gifting channel that has produced relationships with named enterprises including Under Armour, DeWalt, UPS, USAA, Navy Federal Credit Union, Southwest Airlines, the New England Patriots, Oshkosh Defense, Fox Business, Jeep, and JLG Industries. The company employs 11-50 people, maintains no physical retail footprint, and discloses no external funding.

Name

Flags Of Valor

Legal name

Flags Of Valor

Website

https://flagsofvalor.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Flags Of Valor is a veteran-owned direct-to-consumer e-commerce business based in Winchester, VA, handcrafting wooden American flags and patriotic products (challenge coin holders, military base maps, home/bar items, apparel) made by American veterans and sold through its Shopify storefront to veterans, first responders, patriotic consumers, and corporate gifting customers across the United States.

Ownership category

akta.pro rank

Product category

Patriotic Home Decor

NAICS

Gift, Novelty, and Souvenir Retailers (459420)

SIC

Costume Jewelry & Novelties (3960)

akta.pro primary industry

Historical & Military Collectibles Retail (CRALAGAM)

akta.pro secondary industry

Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Handcrafted wooden flags
• Patriotic home decor
• Military challenge coin holders
• Veteran-crafted gifts
• Wooden bar accessories

Headquarters

HQ city

Winchester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of handcrafted patriotic wooden products including flags, challenge coin holders, desk accessories, home bar items, apparel, and military base maps. Products are sold at fixed price points with free shipping on orders over $150.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Flags Of Valor manufactures and sells handcrafted wooden patriotic products directly to consumers through its e-commerce store. Core offerings include wooden American flags, military service branch flags, challenge coin holders, military base maps, and complementary home/bar, desk/office, apparel, and personalized gift items. All products are made by American veterans in the company's Winchester, VA workshop using premium American hardwoods.

Product overview

Flags Of Valor is a veteran-owned e-commerce business offering handcrafted wooden American flags and patriotic gifts. The core product portfolio centers on handcrafted wooden American flags (including Liberty Series, Classic, Legacy, and specialty variants like Bourbon Barrel and Freedom 250), complemented by military-themed challenge coin holders, military base maps, and home/bar accessories. The company operates as a single unified Shopify e-commerce storefront with products organized into collections including American Flags, Military & Service Flags, Challenge Coin Holders, Home & Bar, Desk & Office, Apparel, Military Base Maps, Freedom 250 Collection, and Bourbon Barrel Collection. Additional offerings include personalized gift options, kids flag build kits, and Christmas ornaments. All products are handcrafted by American veterans in Winchester, VA using American-sourced materials.

Differentiator

Problem solved

Functional benefit

Brands

• Freedom 250: Commemorative collection honoring 250 years of American pride, featuring handcrafted gifts by American veterans.
• Legacy Series
• Liberty Series

Products and services

• Wooden American Flags Handcrafted wooden American flags built by American veterans for home or office display. Includes Liberty Series, Classic, Legacy, Betsy Ross, and Bourbon Barrel variants priced from $75 to $225.
• Cloth American Flags Durable outdoor cloth American flags including 3x5 sizes and military combat flags for Army, Navy, Coast Guard, Marine Corps, and Air Force.

Quantifiable outcome

• 4.95 star average rating from 3,087 verified reviews

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Allegiance Flag Supply: Allegiance is a direct competitor in American-made flag and patriotic retail—offering American, military, and state flags plus custom products through DTC channels. Directly comparable niche, customer base (veterans, patriotic consumers, corporate gifting), and product overlap with Flags of Valor's core flag business.
• Grunt Style: Grunt Style is a veteran-founded apparel and lifestyle brand selling patriotic graphic tees, hoodies, hats, and accessories to military-affiliated and patriotic consumers. Closely comparable founder/brand narrative, direct-to-consumer e-commerce model, and overlap in the apparel and patriotic gift categories where Flags of Valor also sells.
• Nine Line Apparel: Nine Line Apparel is a veteran-owned DTC apparel and gifts brand serving military, first responder, and patriotic consumer segments. Comparable veteran-brand positioning, target audience, and gift-oriented product mix (apparel, drinkware, accessories), making it a meaningful peer for competitive and customer-overlap analysis.
• Black Rifle Coffee Company: Black Rifle Coffee is a veteran-founded consumer brand built around the military/patriotic identity, scaled to national DTC and retail distribution. Comparable founder archetype (veteran-led), patriotic brand positioning, and DTC-first gtm, though operating in a different product vertical (coffee).
• Ranger Up: Ranger Up is a veteran-owned patriotic apparel and lifestyle brand with a strong Instagram/social-led DTC presence. Comparable GTM (organic social + DTC site), veteran-brand narrative, and overlap with Flags of Valor's apparel and patriotic accessories offerings.
• Hero's Pride: Hero's Pride specializes in police, firefighter, military, and first-responder challenge coins, badges, and recognition products including coin holders/display cases. Direct peer in the challenge coin holders category that Flags of Valor highlights as a core product line, serving a strongly overlapping public-safety/military customer base.

Broad incumbents

• Annin & Co. Annin & Co. is the largest U.S. manufacturer of American flags (founded 1847, the 'Official Supplier' of the U.S. flag). A broad incumbent with overlapping product category (American flags) but at industrial scale, focused on mass-market cloth flags rather than the premium handcrafted wooden flag niche that Flags of Valor occupies.
• Valley Forge Flag: Valley Forge Flag is one of the largest U.S. flag manufacturers and distributors, serving government, military, and commercial customers. A broad incumbent in the patriotic flag category with strong institutional distribution—an indirect competitor for both consumer and corporate patriotic flag purchases.
• Uncommon Goods: Uncommon Goods is a curated DTC retailer offering made-by-hand and personalized gifts, home décor, and novelty items. A broader incumbent in the personalized/handcrafted gift retail category—comparable AOV, gift-occasion seasonality, and personalized-item mechanics that intersect with Flags of Valor's personalized gifts collection.

Emerging players

• Etsy: Etsy is a marketplace for handmade and vintage goods, hosting many small-shop wooden American flag makers, challenge coin displays, and personalized patriotic gifts. An emerging-player channel and partial substitute that competes for search-driven traffic and gift-purchase consideration across Flags of Valor's most commoditized SKUs.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/flagsofvalor
• Facebookfacebook.com/flagsofvalor
• Instagraminstagram.com/flagsofvalor

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flags Of Valor