Jrotc Dog Tags

What Jrotc Dog Tags does

JROTC Dog Tags Inc., operating as JROTC.com and Ernie's Dog Tags, is a family-owned e-commerce retailer founded in 1999 and headquartered in Elk, Washington. The company sells military-themed uniform supplies and insignia for Junior Reserve Officer Training Corps (JROTC) programs across all six U.S. military branches — Army, Navy, Air Force, Marine Corps, Coast Guard, and Space Force — as well as college-level ROTC programs, the California Cadet Corps, and Naval Sea Cadets. Its catalog spans rank insignia, ribbons, medals, name plates and tapes, guidons, streamers, graduation stoles, cords, medals, OCP uniforms, and field gear, supported by custom engraving, embroidery, and made-to-order manufacturing with multi-location drop-ship fulfillment.

The business runs on a Shopify-based direct-to-consumer storefront with phone and email support, supplemented by a quote-request flow for bulk institutional orders. Technology is conventional e-commerce rather than proprietary software; the company's principal differentiation is deep domain expertise (owner Ernie is a retired Army Captain and former JROTC Senior Army Instructor), 25+ years of category focus, and consolidation of premium category domains (JROTC.com, ROTC.com, AirForceJROTC.com) into a single platform. Three generations of the founding family currently work in the business, with the fourth generation growing up in the operation.

Revenue is generated almost exclusively through one-time product sales at unit and bulk pricing; no subscription, licensing, or recurring contract model is disclosed. Distribution is domestic only (primarily continental U.S.), with no international shipping indicated and no overnight shipping available due to the remote headquarters location. Marketing is largely organic — SEO plus instructor word-of-mouth — with no disclosed paid advertising or social media investment.

Name

Jrotc Dog Tags

Legal name

JROTC Dog Tags Inc.

Website

https://www.jrotc.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

JROTC Dog Tags is a family-owned e-commerce retailer that sells military uniform insignia, awards, OCP uniforms, graduation items, and custom-engraved supplies to JROTC programs across all six U.S. service branches, college ROTC units, and state cadet corps.

Ownership category

akta.pro rank

Product category

Military Uniform Supplies

akta.pro primary industry

School Uniforms (Children) (CRAAAHAE)

Keywords

• Military uniform supplies
• JROTC insignia products
• Military ribbons medals
• Ceremonial military accessories
• Custom military embroidery

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of JROTC uniform items, insignia, ribbons, medals, name tapes, guidons, graduation stoles, and related military supplies through e-commerce website.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

JROTC Dog Tags is a family-owned e-commerce retailer that sells JROTC and ROTC uniform supplies, insignia, ribbons, medals, graduation stoles and cords, name plates, embroidered name tapes, OCP uniforms, guidon flags, streamers, shoulder patches, and field gear across all U.S. military branches. The company also produces made-to-order custom engraved and embroidered items (name plates, name tapes, guidons, streamers, patches, shoulder cords, arc pins) with extended lead times of 3-6+ weeks, and ships direct to JROTC instructors, individual cadets, college ROTC programs, and unit supply rooms primarily through a Shopify-powered online store.

Product overview

JROTC.com is an e-commerce retailer specializing in Junior ROTC and military uniform supplies, operated by JROTC Dog Tags Inc. (also known as Ernie's Dog Tags), a family business with over 25 years of experience. The company offers a comprehensive catalog of uniform items and awards across all military branches: Air Force, Army, Navy, Marine Corps, Coast Guard, and Space Force JROTC programs, plus college ROTC supplies. The product portfolio centers on ceremonial and award items (medals, ribbons, graduation stoles and cords, name plates and tapes), rank insignia, uniform components (OCP uniforms, belts, buttons, patches), and field gear (hydration, first aid, tactical equipment). The company also provides custom-made items including name tapes, guidons, streamers, and shoulder cords with extended production lead times. Products are sold primarily to JROTC instructors and units through their Shopify-based online store.

Differentiator

Problem solved

Functional benefit

Products and services

• Air Force JROTC Products Complete catalog of Air Force Junior ROTC uniform supplies and accessories including awards and badges, belts, buckles, buttons, cap devices, compass and navigation tools, footwear and socks, guidon flags and streamers, name plates, name tapes, OCP uniforms, rank insignia, ribbons/medals/devices, shoulder patches, and graduation items for AFJROTC programs.
• Army JROTC Products Complete range of Army Junior ROTC supplies including arc pins, belts, buttons, collar devices and pins, compass, gear and field gear, graduation items, guidon flags and streamers, head gear, leadership brassard, name plates and tapes, OCP uniforms, rank insignia, medals, ribbons and devices, shoulder cords and patches, and uniform clothing for Army JROTC programs.
• Navy JROTC Products Comprehensive Navy JROTC uniform supplies including awards, belts and buckles, cap devices, garment bags, guidons, medals, name plates (1x3 and 3/4x3), name tapes (NWU individual and NJROTC), rank insignia, ribbons and ribbon devices, field gear TA 50, shoulder cords, shoulder patches, and graduation items for NJROTC programs.
• Marine Corps JROTC Products Marine Corps JROTC supplies including graduation stoles and medals, guidon flags with USMC EGA, full-size and miniature pin-on rank, shooting medals, chest drapes, ribbons and devices, metal and plastic ribbon racks, color patches, brassards, field gear, and blousing bands for MCJROTC programs.
• Coast Guard JROTC Products Coast Guard JROTC uniform items including awards, rank insignia, ribbons and devices, ribbon racks, graduation stoles and medals, medals, name tapes, and chest drapes for CGJROTC programs.
• Space Force JROTC Products Space Force JROTC supplies including collar devices, ribbon racks, name tapes (hook back), national medals, graduation stoles (new and old style), and graduation medals for SFJROTC programs.
• Cadet Corps Products California Cadet Corps ribbons, JCC ribbons, ribbon racks, name tapes, compass and land navigation items, elastic blousing garters, JCC medals, and medal boxes for state-sponsored cadet programs.
• College ROTC Products College-level ROTC supplies for Army and Air Force programs including guidons, skill badges, patches, ribbons, officer commissioning items, rank insignia, and supply room management items for college ROTC battalions.
• Graduation Stoles Graduation stoles for Air Force (new and old style), Army, Coast Guard, Marine Corps, Navy, and Space Force (new and old style) JROTC programs, plus blank stoles and factory second blemished options.
• Graduation Cords Graduation cords including solid strand double strand cords, intertwined double strand cords, and red/white/blue triple cords available in various colors for JROTC ceremonies.
• Name Plates Engraved name plates for Army (1x3), Navy (1x3 and 3/4x3), and other branches, available blank or with crests, in metal and plastic materials.
• Navy Name Tapes Navy name tapes including NWU individual and NJROTC Type 3 woodland sew-on options, in enlisted and officer styles in navy blue and NWU blueberry colors with U.S. NAVY embroidery.
• Guidons and Streamers Custom and pre-designed guidon flags and streamers for Air Force, Army, Marine Corps, Navy, and college ROTC, with custom options requiring a minimum 4-month lead time.
• NROTC Ribbons Navy ROTC ribbons including Leadership Commendation, Distinguished Achievement, Freshman Orientation, Armed Drill Platoon, Color Guard, Academic Achievement/Excellence, Physical Fitness Excellence, Community Service, and Recruiting awards.
• Medal Sets and Awards N Series medal sets, national medal sets, JCC medals, Army shooting medals, and chest drapes with placement bars (gold/silver/bronze for first/second/third place).
• OCP Uniforms Operational Camouflage Pattern uniforms including patrol caps, coats, trousers, and rigger belts for Army and Air Force JROTC.
• Hydration and Field Gear Field equipment including MOLLE 3-liter backstrap hydration systems, 1-quart canteens with coyote brown covers, paracord, face paint compacts, first aid supplies, and cold weather gear for JROTC field activities.
• Army Shooting Badges Air rifle JROTC badges, marksmanship ladders, custom ladders, and JCLC rifle pins (0-3 star variants) for Army JROTC shooting awards.
• Custom Engraving and Embroidery Services Made-to-order custom items including custom name tapes, custom guidons, custom streamers, custom shoulder cords, custom patches, custom arc pins, and custom ladders with extended lead times of 3-6+ weeks.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Medals of America: Specialty retailer of military medals, ribbons, awards, and insignia. Directly comparable as a fellow niche e-commerce retailer serving the military awards and uniform accessories market, structured similarly around an online catalog targeting individual and unit purchasers.
• Vanguard Industries: Military insignia and accessories retailer offering ribbons, medals, badges, name tapes, and uniform accessories. Overlaps closely with JROTC Dog Tags' product catalog across branches and serves a similar customer base of military personnel and family members.
• Eagle Emblems: Custom patch and military insignia manufacturer/retailer, including military patches, rank insignia, and embroidery. Comparable for the custom patch, insignia, and shoulder patch categories that JROTC Dog Tags sells to JROTC and ROTC units.
• ASAP Uniforms: Retailer of military uniforms, badges, patches, insignia, and accessories across multiple branches. Comparable as a multi-branch military apparel and accessories retailer operating with similar e-commerce model and catalog breadth.
• Armed Forces Gear: Multi-branch military apparel, headwear, and accessories retailer with embroidered and printed items. Directly comparable for the headgear, insignia, and embroidered name tape categories JROTC Dog Tags sells across AJROTC, NJROTC, MCJROTC, AFJROTC, and CGJROTC.

Emerging players

• Military 1st: Online military apparel and equipment retailer focused on tactical and military clothing, boots, and gear. Overlaps with JROTC Dog Tags' field gear and OCP uniform categories but serves a broader (largely non-JROTC) military and tactical consumer base.
• Rally Point Militaria: Online military insignia and accessories retailer offering ribbons, badges, medals, and uniform accessories. Comparable as a niche online peer in the military awards/insignia subcategory but with less specialization in JROTC-specific products.

Broad incumbents

• US Cavalry Store: Long-established military apparel and gear retailer with broader tactical and historical assortment. Comparable as a multi-decade military retailer but with a more general (non-JROTC-specialized) catalog and customer base.

Regional players

• Pentagon Group: Tactical and military apparel manufacturer/retailer primarily serving European markets. Comparable product overlap (tactical clothing, field gear, accessories) but geographic focus differs from JROTC Dog Tags' U.S.-only JROTC customer base.

Others

• Stitch America / Custom Patches companies: Custom embroidery and patch supplier serving military, schools, and organizations. Comparable as an upstream/adjacent supplier for the custom patches, arc pins, and embroidered name tapes that JROTC Dog Tags sells to JROTC units.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Jrotc Dog Tags