What Perry Miniatures does

Perry Miniatures is a Nottingham, UK-based specialist manufacturer of historical wargaming miniatures, founded in 1999 by brothers Alan and Michael Perry after their careers as in-house sculptors at Games Workshop and Foundry. The company's core product is 28mm (and to a lesser extent 40mm) metal, plastic, and resin figures covering a broad range of military history periods, from the Napoleonic Wars and American Civil War through to World War 2, the French Revolutionary and Vendéen conflicts, the Franco-Prussian War, and earlier eras such as the Wars of the Roses and the Crusades. The firm sells exclusively direct-to-consumer through its own e-commerce website (perry-miniatures.com), shipping worldwide, and bundles figures into "army deals" for dedicated hobbyists. It has also developed a companion game system called Valour & Fortitude (rules, army sheets, and scenarios), extending the catalog beyond physical miniatures into a complete hobby ecosystem.

The underlying production craft is precision hand sculpting by the two founders, with metal figures cast in tin alloys (making the business sensitive to commodity tin prices, as evidenced by a recent 50p price increase across all metal lines) and plastic/resin lines produced through traditional injection molding and resin casting. Pricing is per-pack at modest unit prices (e.g., £5.42 per infantry pack, £9.58 per cavalry/command pack), with free shipping thresholds above £200 in the UK/Europe and £250 elsewhere. Revenue mechanics are pure one-time retail sales with no subscription or licensing layer. The customer base is the global historical wargaming hobbyist community, served through DTC e-commerce supplemented by a Facebook page for community engagement; there is no third-party retail, B2B, or institutional channel. EU distribution is supported by an appointed Authorized Representative in Madrid under the General Product Safety Regulation, indicating formal compliance infrastructure for cross-border sales.

The business remains privately held, founder-operated, and small-scale (11-50 employees), with no external funding, no parent company, and no disclosed revenue. Its competitive positioning rests on the founders' personal reputation as sculptors and on a long-standing catalog depth across historical periods that larger hobby conglomerates have not replicated at comparable quality. The principal strategic priorities evident in recent activity are catalog expansion through new period-specific ranges, ecosystem extension via the Valour & Fortitude rules system, and website infrastructure investment to support global DTC conversion.

Name

Perry Miniatures

Legal name

Perry Miniatures

Website

https://perry-miniatures.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Perry Miniatures is a Nottingham, UK-based manufacturer of 28mm and 40mm historical wargaming miniatures in metal, plastic, and resin, founded in 1999 by sculptors Alan and Michael Perry. It sells directly to global hobbyists through its own e-commerce website, with a companion Valour & Fortitude rules system.

Ownership category

akta.pro rank

Product category

Tabletop Miniature Wargaming Figures

NAICS

Doll, Toy, and Game Manufacturing (33993), Doll, Toy, and Game Manufacturing (339930)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Wargaming Miniatures (Tabletop Armies) (CRALAKAC)

akta.pro secondary industries

Miniatures & Figurines (Display/Collectible) (CRALAKAB), Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming) (CRALAFAH), Miniature Gaming Accessories (Dice, Mats, Tokens, Measuring Tools) (CRALAKAL)

Keywords

• Historical miniatures
• Wargame figures
• 28mm miniatures
• Plastic model soldiers
• Tabletop gaming

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Miniature Figure Sales: Direct sales of unpainted 28mm metal and plastic miniature figures to hobbyists and wargamers. Products sold individually or in army deal bundles across multiple historical periods including Napoleonic, American Civil War, World War 2, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Perry Miniatures designs, manufactures, and sells historical and fantasy miniature figure ranges in 28mm and 40mm scales, including hard plastic, metal, and resin sets for use in wargaming and hobby painting. The company also produces allied accessories such as rule books, transfers/decals, painting guides, and hobby tools (e.g., painting workbenches).

Product overview

Perry Miniatures is a UK-based miniature figurine manufacturer run by Alan and Michael Perry, former sculptors of Foundry and Games Workshop. The company produces 28mm and 40mm scale metal, plastic, and resin miniatures representing historical military figures from various periods. The core product portfolio centers on Metal Ranges and Plastic Ranges, supplemented by Army Deals (pre-packaged army collections), Large Resin Figures, Pre-Painted Miniatures, Books, Prints, and Transfers. A companion rules system called Valour & Fortitude (V&F) provides gaming rules, army sheets, and scenarios. The company also offers workbench guides for hobbyists working with different materials. All figures are supplied unpainted and unassembled unless cast as a single piece.

Differentiator

Problem solved

Functional benefit

Products and services

• Plastic Miniature Ranges (28mm & 40mm historical figures) Boxed sets of hard plastic, multi-part historical miniature figures in 28mm and 40mm scales, intended for tabletop wargamers and hobbyists.
• Metal Miniature Ranges Traditionally cast metal miniature figures in 28mm scale covering historical periods, designed for collectors and wargamers.
• Resin Miniature Ranges Resin-cast vehicles, accessories, and ancillary figures used alongside the metal and plastic figure ranges.
• Pre-painted Miniatures Factory-painted, ready-to-display miniature figures, aimed at collectors and hobbyists who do not want to paint figures themselves.
• Valour & Fortitude Rule Books Wargame rulebook titles published by Perry Miniatures for use with their figure ranges.
• Decals / Transfers Sheet transfers/decals providing historical flags, unit markings, and insignia for painting onto miniature figures.
• Painting Workbenches Physical workbench devices to assist hobbyists in painting and assembling miniature figures.
• Army Deals and Bundles Bundle offers packaging multiple figure boxes together at a reduced combined price.
• Books and Prints Books and prints including painting guides, historical reference works, and art prints related to wargaming.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Foundry Miniatures: UK historical miniature manufacturer (formerly the Perrys' employer) producing 28mm metal figures across many of the same historical periods. Closely comparable in product, customer base, and UK heritage, making it a natural direct peer.
• Mantic Games: UK-based miniature games publisher producing Kings of War, Deadzone, and historical ranges in plastic and resin. Comparable in product, target hobbyist, and miniatures games publishing model.
• Gripping Beast: UK-based 28mm historical miniatures manufacturer with strong plastic and metal ranges focused on Dark Ages, SAGA, and Ancient/Medieval periods. Directly competes in the same hobbyist segment and product format.
• Battlefront Miniatures: New Zealand-based manufacturer of Flames of War and Team Yankee 15mm miniatures. Comparable in historical wargaming focus, rules-driven ecosystem, and miniature product format, though operates at a different scale.
• Warlord Games: UK-based historical and sci-fi miniature manufacturer producing 28mm figures in metal and plastic. Direct competitor across Bolt Action, Black Powder, and Pike & Shotte ranges, with similar target customer of historical wargamers and overlapping product formats.
• Victrix Limited: UK-based historical wargames manufacturer producing 28mm plastic and metal miniatures, particularly strong in ancient and medieval periods. Directly comparable in product category, materials, and target hobbyist.

Others

• Osprey Games: UK-based publisher of wargames rules, supplements, and miniature game systems. Adjacent comparator to Perry Miniatures' Valour & Fortitude rules publishing arm, serving the same historical wargaming customer.

Emerging players

• Wargames Atlantic: US/UK-based emerging manufacturer of hard plastic historical miniatures. Comparable in product format and historical focus, representing a newer entrant with growing ranges that overlap with Perry Miniatures' plastic catalogue.
• Fireforge Games: European-based plastic historical miniatures manufacturer producing 28mm ranges for medieval, ancient, and feudal Japan. Comparable in product format and target historical wargaming hobbyist.

Broad incumbents

• Games Workshop: UK-based global leader in miniature wargaming. Directly comparable in product category (28mm miniatures for tabletop wargaming) and historically connected to Perry Miniatures through the founders' prior employment, but operates at vastly larger scale with proprietary IP (Warhammer), retail stores, and licensing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/perryminiatures
• LinkedInlinkedin.com/company/perry-plastics

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 Perry Miniatures