Flock It
Flock It! is a Rockford, Illinois-based specialty supplier of flocking fibers, adhesives, and application equipment serving hobbyists, automotive restorers, decoy makers, and screen printers via direct e-commerce and an international distributor network.
- Company typePrivate
- Founded1946
- HeadquartersRockford, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Flock It does
Flock It! (formerly DonJer Products Company) is a Rockford, Illinois-based specialty supplier of flocking materials — short fibers applied with adhesive to create velvet-like textured surfaces. The company was founded in 1946 and acquired by Cellusuede Products in 2017, operating independently since. Its product portfolio is organized around two flagship lines: Suede-Tex, a professional-grade system offering nylon (outdoor/automotive/decoy) and rayon (decorative indoor) fibers with color-matched solvent-based adhesives and applicators; and Soft Flock, a crafter-focused system using rayon fibers with water-based adhesive in small 1/2 oz. packages. The company also sells GI Joe specialty fibers and offers custom fiber manufacturing with Pantone color matching for orders as small as 1 pound.
Flock It! serves a diversified customer base across hobbyist and commercial segments: automotive and motorcycle restoration enthusiasts, tabletop crafters, waterfowl decoy makers, anglers, screen printers, and specialty applications (taxidermy, costume, GI Joe restoration). Go-to-market is dual-channel: direct-to-consumer e-commerce through flockit.com (with a 40+ language translation widget and phone/email support) and a distribution network of 15+ partners across the United States, Canada, the United Kingdom, and Australia — including woodworking/hobby retailers such as Woodcraft, Rockler, and Lee Valley Tools.
Revenue mechanics are unit-based with volume breaks. Standard fibers retail at $13–$36/lb depending on material and quantity; professional adhesives at $102.50–$135/gallon; Mini Flocker kits at $43–$81; the Air-Assisted Spray Applicator at $110. Bulk discounts apply at 5+ bags or 2+ boxes, with custom fibers priced at $125–$175/lb and a $100 one-time color-matching fee. Commercial/bulk orders are handled directly via email with Net 30 terms available. The company is small (1–10 employees), privately held, and operates with no disclosed revenue, funding events, or institutional investors.
Flock It firmographics
Firmographics- Name
- Flock It
- Legal name
- Flock It!
- Website
- https://flockit.com
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Flock It! is a Rockford, Illinois-based specialty supplier of flocking fibers, adhesives, and application equipment serving hobbyists, automotive restorers, decoy makers, and screen printers via direct e-commerce and an international distributor network.
- Ownership category
- akta.pro rank
Flock It industry classification
Industry- Product category
- Flocking Materials and Adhesives
- NAICS
- Fiber, Yarn, and Thread Mills (3131)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)
Keywords
Where Flock It is headquartered
LocationHeadquarters
- HQ city
- Rockford
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Flock It business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Flock Fiber Sales: Primary revenue from selling flock fibers in rayon and nylon variants. Products sold in various sizes from 1/2 oz bags to 25 lb boxes. Not-washfast rayon fibers range from $32.50/lb (1 lb) to $13.50/lb (4+ 25 lb boxes). Washfast rayon ranges from $20.25/lb to $14.50/lb. Nylon fibers range from $36/lb to $14/lb for black nylon. GI Joe specialty fibers sold at $9.00 per 1/2 oz bag.
- Adhesive Sales: Sales of water-based and solvent-based adhesives for bonding flock fibers. Water-based adhesive (clear) priced at $102.50/gallon. Solvent-based adhesive priced at $135.00/gallon. Coverage approximately 350 sq ft per gallon. Professional-grade formulations with color coordination to fibers.
- Applicator and Equipment Sales: Sales of application equipment including Mini Flocker kits, Air-Assisted Spray Applicators, squeeze bottles, and accessories. Mini Flocker kits range from $43.15 (Rayon) to $81.25 (Enhanced Nylon). Air-Assisted Spray Applicator priced at $110.00. Extra canisters at $11.50.
- Custom Fiber Orders: Custom fiber manufacturing for specialized requirements. Custom fibers priced at $125-175/lb with 1 lb minimum. Color matching service at $100 per color. Production lead time 4-6 weeks. Targets screen printers and specialty applications requiring specific fiber characteristics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Not Washfast Rayon Fibers - Tiered by volume from 1 lb to 4+ 25 lb boxes |
| Unit Pricing | Pay-as-you-go | Washfast Rayon Fibers - Volume-based pricing |
| Unit Pricing | Pay-as-you-go | Nylon Fibers (Except Black) - Volume-based pricing |
| Unit Pricing | Pay-as-you-go | Black Nylon Fibers - Volume-based pricing at discounted rates |
| Unit Pricing | Multi-year contract | Custom Specialty Fibers |
| Other | Pay-as-you-go | Shipping and Handling Fees - Order amount-based tiers |
| Unit Pricing | Pay-as-you-go | Adhesives |
| Unit Pricing | Pay-as-you-go | Mini Flocker Kits |
| Unit Pricing | Pay-as-you-go | Applicators and Accessories |
| Unit Pricing | Pay-as-you-go | Consumer-Size Fiber Products |
| Unit Pricing | Pay-as-you-go | Soft Flock Adhesives |
| Unit Pricing | Pay-as-you-go | Suede-Tex Adhesives |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels7 records
Flock It product offering
Product offeringCore offering
Flock It! sells flock fibers (rayon and nylon), adhesives (water-based and solvent-based), application equipment (Mini Flocker, Air-Assisted Spray Applicator, squeeze bottle applicators), starter kits, and specialty products such as GI Joe flocking fibers to hobbyists, automotive restorers, screen printers, and decoy makers. The company also offers a custom fiber manufacturing service that produces custom lengths, widths, and Pantone-matched colors.
Product overview
Flock It! is a flocking materials supplier offering a comprehensive product portfolio organized around two core product lines: Suede-Tex and Soft Flock. Suede-Tex is the professional-grade line available in both nylon (for outdoor, automotive, and decoy use) and rayon (for decorative indoor applications), with corresponding solvent-based undercoat adhesives, applicators (Mini Flocker and Air-Assisted Spray Applicator), and complete starter kits. Soft Flock is the crafter-focused line using rayon fibers with water-based adhesive and squeeze bottle applicators, designed for smaller projects like miniatures, models, and greeting cards. The company also offers GI Joe specialty fibers for doll restoration and custom fiber services including color matching from swatches or Pantone numbers. All products are supported by technical documentation including how-to guides and safety data sheets.
Differentiator
Problem solved
Functional benefit
Products and services
- Suede-Tex Flock Professional-grade flocking line available in nylon (for outdoor, automotive, and decoy use, weather- and fade-resistant, 1mm cut) and rayon (softer, indoor decorative use, .75mm cut). Includes matching solvent-based undercoat adhesives, applicators, and pre-packaged starter kits for professional applications such as car dashboards, motorcycle parts, waterfowl decoys, and fishing rod grips.
- Soft Flock Crafter-focused flocking product line using rayon fibers (cut size .030 inch / 3 denier / .75mm / 3.3dtex) packaged in 1/2 oz. bags across 23 colors. Includes a non-toxic, acid-free, water-based adhesive that dries clear and a squeeze-bottle applicator (#965), suited for small craft projects, miniatures, models, doll house carpeting, greeting cards, holiday decorations, and screen printing with a 60-80 mesh screen.
- Mini Flocker Fiber Applicator (#935) and Kits Simple two-cardboard-tube pump applicator that sprays fibers onto adhesive-coated surfaces; easy to clean with a vacuum between colors. Sold standalone (#935, $6.75) and as part of Suede-Tex Mini Flocker Kits (#745, #645, #755, #655) bundling 3 oz. fiber bags with 8 oz. undercoat adhesive cans, covering approximately 10-30 sq. ft. per kit.
- Air-Assisted Spray Applicator (#975) Professional spray applicator used with an air compressor at 15-18 psi; trigger mechanism provides a steady, even fiber coating; includes one 1-qt. metal canister and uses interchangeable extra canisters (#976). Suitable for production-scale flocking of automotive, decoy, and commercial projects.
- GI Joe Flocking Fibers Extra-long, thick nylon fibers cut (.080 inch length / 20 denier thickness) and dyed to match popular colors used by GI Joe enthusiasts. Sold in 1/2 oz. bags (#701-SP at $9.00) for realistic doll restoration and customization.
- Custom and Specialty Flock Fiber Manufacturing Custom fiber manufacturing service that creates custom fiber cuts, lengths, and widths up to 6mm (1/4 inch) and special colors matched from sample swatches or Pantone numbers. Pricing $125-175 per pound with a 1 lb minimum order; one-time $100 color matching fee per color; 4-6 week production time. Used for taxidermy, costumes, scenery, art projects, doll restoration, and other specialty applications not covered by the standard catalog. Orders are handled directly via email.
Quantifiable outcome
- Orders usually shipped within 1 business day
- +3 more outcomes
Companies that use Flock It
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles3 records
Flock It technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Flock It partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship, core and minor.
- Cellusuede ProductsflagshipAcquired Flock It! in 2017. Flock It! continues to operate independently and provides the same outstanding customer service and high-quality flock fibers. Jill Goldman sold the company to Cellusuede Products.
- Woodcraft Supply LLCcoreUS distributor of Flock It! products through www.woodcraft.com
- Rockler Woodworking and HardwarecoreUS distributor of Flock It! products through www.rockler.com
- Woodworker's SupplycoreUS distributor of Flock It! products through www.woodworker.com
- Lee Valley ToolscoreCanadian distributor of Flock It! products through www.leevalley.com
- Turners RetreatcoreUK distributor of Flock It! products through www.turners-retreat.co.uk
- Carroll's Woodcraft SuppliescoreAustralian distributor of Flock It! products through www.cwsonline.com.au
- Paxton/PattersonminorUS educational/industrial distributor through www.sales.paxpat.com
- Midwest Shop SuppliesminorUS distributor through www.midwesttechnology.com
- Eagle AmericaminorUS distributor through www.eagleamerica.com
- Prime ToolsminorUS distributor through www.primetools.com
- Blue Whale ArtsminorUS specialty distributor specializing in gourds and supplies through www.bluewhalearts.com
- Peachtree Woodworking SupplyminorUS distributor through www.ptreeusa.com
- Klingspor's Woodworking ShopminorUS distributor through www.woodworkingshop.com
- TimberlineminorUS distributor through www.timberlinetools.com
- Small Box HardwareminorCanadian distributor through www.smallboxhardware.com
- KMK Media GroupminorWebsite development and design partner for flockit.com
Scale indicators5 records
Recent moves9 records
Expansion highlights4 records
Flock It competitors and assessment
Company assessmentBroad incumbents
- DecoArt: DecoArt is a leading manufacturer of craft paints and finishes sold through hobby and craft retailers. Comparable target customer (hobbyists and crafters) and overlapping retail distribution channels, though DecoArt's products are paint- rather than flock-based.
- Testors (Rust-Oleum): Testors, now part of Rust-Oleum, supplies model paints and finishing products to the scale modeling and hobby market. Comparable in serving hobbyist finishing applications (model cars, miniatures) and is a potential adjacent entrant into spray-on flock/texture finishes.
- Plaid Enterprises: Plaid Enterprises (FolkArt, Apple Barrel, Mod Podge) is a major US craft supplies brand offering paints, finishes, and decorative craft products. Adjacent category serving the same hobbyist customer base through mass-market craft retail channels.
Others
- Fibre Glast Developments: Fibre Glast is a US supplier of composite materials (fiberglass, carbon fiber, resins) serving hobbyists, restoration, and industrial customers. Adjacent specialty materials distributor with similar D2C + distributor go-to-market and small-quantity specialty fiber focus.
Direct peers
- Cellusuede Products: Cellusuede Products is the parent company that acquired Flock It! in 2017 and is itself a manufacturer of precision-cut flock fibers used in automotive, industrial, and consumer applications. Directly comparable product category and customer base; Cellusuede serves larger industrial accounts while Flock It! targets small-quantity and hobby customers.
- Nationwide Industrial Coatings: Nationwide Industrial Coatings supplies flocking materials, coatings, and application equipment to industrial customers. Overlaps with Flock It! in flock fibers and adhesives, though it tilts more toward industrial scale buyers.
- Claremont Flock: Claremont Flock is a US-based flock fiber manufacturer offering custom-cut nylon, rayon, and polyester flock with color matching services. Directly competes in the same cut-to-length flock fiber category with overlapping customers in decorative, automotive, and industrial applications.
- Creative Results Inc. Creative Results is a custom flocking service and materials supplier serving industrial and decorative customers. Comparable in custom flock application services and flock material supply to automotive, cosmetic packaging, and display segments.
- Spectro Coating: Spectro Coating supplies specialty flock fibers, adhesives, and application equipment to industrial and decorative customers in North America. Comparable offering across the full flock system (fibers, adhesives, applicators) with similar cut-to-spec custom fiber capabilities.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Flock It financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flock It leadership team
Management profileNumber of profiles
Flock It funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flock It 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 Flock It
What does Flock It do?
Flock It! sells flock fibers (rayon and nylon), adhesives (water-based and solvent-based), application equipment (Mini Flocker, Air-Assisted Spray Applicator, squeeze bottle applicators), starter kits, and specialty products such as GI Joe flocking fibers to hobbyists, automotive restorers, screen printers, and decoy makers. The company also offers a custom fiber manufacturing service that produces custom lengths, widths, and Pantone-matched colors.
Is Flock It a public or private company?
Flock It is a private company. It is classified as corporate owned and is currently operating.
When was Flock It founded?
Flock It was founded in 1946. It employs 1 to 10 people.
Where is Flock It based?
Flock It is headquartered in Rockford, United States, in the North America region.
How does Flock It make money?
Four revenue lines are on record. Flock Fiber Sales are the primary driver. The others are adhesive Sales, applicator and Equipment Sales and custom Fiber Orders.
Who are Flock It's main competitors?
Broad incumbents on record are DecoArt, Testors (Rust-Oleum) and Plaid Enterprises. Fibre Glast Developments is listed as an others. Direct peers are Cellusuede Products, Nationwide Industrial Coatings, Claremont Flock, Creative Results Inc. and Spectro Coating.
Does Flock It have an API?
No public API is recorded for Flock It.
What industry is Flock It in?
Flock It's product category is Flocking Materials and Adhesives. Its primary akta.pro industry code is CRAOAMAE, Arts, Crafts & DIY Hobby Supplies Distribution. Its NAICS code is 3131 and its SIC code is 2300.