Squadron
- Company typePrivate
- Founded1968
- HeadquartersEllijay, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
Squadron firmographics
Firmographics- Name
- Squadron
- Legal name
- Squadron
- Website
- https://squadron.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Squadron industry classification
Industry- Product category
- Hobby Model Kits Retail
- akta.pro primary industry
- Wargaming Miniatures (Tabletop Armies) (CRALAKAC)
Keywords
Where Squadron is headquartered
LocationHeadquarters
- HQ city
- Ellijay
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Squadron business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Squadron generates revenue through direct retail sales of plastic model kits, hobby tools, paints, modeling supplies, and accessories. Products are sold at fixed prices with periodic discounts and promotions. Revenue is primarily one-time transactional rather than subscription-based.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with periodic discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Squadron product offering
Product offeringCore offering
Squadron is a direct-to-consumer retailer of scale model kits (military and non-military), hobby accessories, diorama supplies, modeling tools, and paints, sourcing inventory from more than 100 manufacturers and including its own proprietary Squadron Colors paint line. The retailer serves individual scale-model hobbyists and collectors through an e-commerce storefront, complemented by a paid Eagle Club membership program and supporting media such as Squadron TV and Wednesday Night Live.
Product overview
Squadron is a hobby model kit retailer offering a comprehensive portfolio of scale model products. The core offering consists of military and non-military model kits across aircraft, armor, ships, figures, sci-fi, and automotive categories. Supporting product lines include accessories, diorama supplies, modeling tools, and paint products. The company operates as a multi-brand retailer carrying kits from over 100 manufacturers including Eduard, Miniart, ICM, Trumpeter, Hasegawa, Hobby Boss, Special Hobby, Airfix, Revell, Fine Molds, and Clear Prop. Squadron also provides proprietary paint products under the Squadron Colors brand, along with video content through Squadron TV and Wednesday Night Live streaming events. A loyalty program called Eagle Club offers membership benefits. The company was founded in 1968 and is headquartered in Ringgold, Georgia.
Differentiator
Problem solved
Functional benefit
Brands
- Squadron Colors: Company's proprietary line of acrylic airbrush paints for modelers, including skin tone sets and specialty colors.
Products and services
- Military Scale Model Kits
- Non-Military Scale Model Kits
- Modeling Accessories
- Diorama Supplies
- Modeling Tools
- Squadron Colors Paints Squadron's proprietary branded line of acrylic modeling paints formulated for scale-model finishing, sold alongside third-party paint brands.
- Eagle Club Membership
- Pre-Order Program
Companies that use Squadron
Customer profileSegments2 records
Ideal customer profiles1 record
Squadron technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Squadron partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Squadron competitors and assessment
Company assessmentDirect peers
- Sprue Brothers: Sprue Brothers is a US-based online hobby retailer specializing in plastic model kits, accessories, paints, and tools from multiple manufacturers. Directly competes with Squadron in the same D2C e-commerce model serving scale model hobbyists in North America.
- MegaHobbies: MegaHobbies is a long-running online model kit retailer operating a broad catalog of plastic kits, supplies, and tools. Overlaps directly with Squadron on multi-brand D2C model kit distribution to US hobbyists, with comparable SKU breadth.
- HobbyLinc: HobbyLinc is a US online specialty hobby retailer covering a broad set of categories (model kits, RC, trains, etc.) with multi-brand distribution. It overlaps with Squadron in the model kit and accessory categories and shares the US-based e-commerce retailer model.
- Midwest Model Store: Midwest Model Store is a smaller US online specialist retailer of model kits and hobby supplies. Comparable to Squadron as a focused, multi-brand e-commerce model kit retailer serving the US hobbyist market, but with narrower inventory.
Regional players
- Hannants: Hannants is a UK-based online specialist retailer of plastic model kits, paints, and accessories, one of Europe's largest in the category. It mirrors Squadron's catalog breadth and D2C model but serves primarily UK/EU hobbyists rather than the US market.
- Lucky Model: Lucky Model is a Hong Kong/Asia-based online hobby retailer offering plastic scale model kits, accessories, and tools across many manufacturers. Comparable in catalog breadth and D2C model to Squadron, but operates in a different geography.
- HobbyLink Japan: HobbyLink Japan is a Japan-based online hobby retailer with deep access to Japanese manufacturers (Hasegawa, Tamiya, Fine Molds, Fujimi). It overlaps with Squadron's catalog through shared brands and serves Asia-Pacific and international hobbyists.
Broad incumbents
- AMMO by Mig Jimenez: AMMO (Mig Jimenez) is a leading hobby paint, weathering, and finishing brand with global distribution and direct-to-consumer e-commerce. Operates in the paints and consumables category within which Squadron competes with its Squadron Colors line.
- Vallejo Paints: Vallejo is a major global manufacturer of acrylic model paints distributed through hobby retailers including Squadron. As a brand-with-deep-retail-presence, Vallejo is a broader incumbent that Squadron depends on as a supplier and competes with via its Squadron Colors line.
- Horizon Hobby: Horizon Hobby is a large US-based hobby products distributor covering RC, models, trains, and related categories. While broader than Squadron and operating in different hobby segments, it is a comparable specialty hobby retailer/D2C operator at much greater scale.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Squadron social profiles
Digital presenceSquadron financial estimates
Financial estimateRevenue estimate
Valuation estimate
Squadron leadership team
Management profileNumber of profiles
Squadron funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Squadron 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 Squadron
What does Squadron do?
Squadron is a direct-to-consumer retailer of scale model kits (military and non-military), hobby accessories, diorama supplies, modeling tools, and paints, sourcing inventory from more than 100 manufacturers and including its own proprietary Squadron Colors paint line. The retailer serves individual scale-model hobbyists and collectors through an e-commerce storefront, complemented by a paid Eagle Club membership program and supporting media such as Squadron TV and Wednesday Night Live.
Is Squadron a public or private company?
Squadron is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Squadron founded?
Squadron was founded in 1968. It employs 51 to 100 people.
Where is Squadron based?
Squadron is headquartered in Ellijay, United States, in the North America region.
How does Squadron make money?
One revenue line is on record: product Sales.
Who are Squadron's main competitors?
Direct peers on record are Sprue Brothers, MegaHobbies, HobbyLinc and Midwest Model Store. Regional players are Hannants, Lucky Model and HobbyLink Japan. Broad incumbents are AMMO by Mig Jimenez, Vallejo Paints and Horizon Hobby.
Does Squadron have an API?
No public API is recorded for Squadron.
What industry is Squadron in?
Squadron's product category is Hobby Model Kits Retail. Its primary akta.pro industry code is CRALAKAC, Wargaming Miniatures (Tabletop Armies).