Ecoles de Saint-Cyr Coëtquidan

What Ecoles de Saint-Cyr Coëtquidan does

The Association des Amis du Musée de l'Officier (AAMO) is a French nonprofit association, governed by the loi 1901 and founded in 1985, that supports and operates around the Musée de l'Officier — a military history museum located at the Académie Militaire de Saint-Cyr Coëtquidan in Guer, Brittany. Inaugurated in 1912 by President Fallières as the Musée du Souvenir and renamed to Musée de l'Officier in 2018, the museum houses approximately 2,000 historical objects spanning the ancien régime to the present day, including paintings, bronzes, weapons, uniforms, emblems, and trophies. The AAMO finances the museum's operations and collection enrichment through three revenue streams: recurring membership fees and tax-deductible donations (under French tax code articles 200-1 and 238 bis), and a merchandise boutique.

The association's commercial activity is centered on an online boutique (museedelofficier-asso.fr) and a physical museum shop, selling books on French military history and officer training (€5–€40), CDs and DVDs (€15), military insignia representing various graduating classes (€10–€28), textiles including Made-in-France silk accessories, gifts, souvenirs, and educational products such as the 'Jeu du Casoar' family board game. Shipping is postal-based with weight-tiered fees (€4.95–€8.80) and payment is via online credit card or check. The AAMO employs 19 people and operates under the presidency of General Vincent Le Cour Grandmaison, with Lieutenant-colonel Pierre Garnier de Labareyre serving as museum curator.

Distribution is purely domestic (France), with marketing conducted through the official website and a Facebook presence. The AAMO coordinates with a broad alliance network including Fondation Saint-Cyr, La Saint-Cyrienne alumni association, multiple veterans and patriotic heritage associations (Souvenir Français, Souvenir Napoléonien, ASCVIC, ANCCORE), regional tourism bodies (Destination Brocéliande, Bretagne and Morbihan tourism committees), and the broader French Army museum network (Musée de l'Armée at Les Invalides and related regimental museums). Technology infrastructure is limited to Coral CMS for the website; there is no API, mobile app, or AI capability.

Name

Ecoles de Saint-Cyr Coëtquidan

Legal name

Association des Amis du Musée de l'Officier

Website

https://museedelofficier-asso.fr

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

The Association des Amis du Musée de l'Officier (AAMO) is a French nonprofit founded in 1985 that supports the Musée de l'Officier at the Académie Militaire Saint-Cyr Coëtquidan, financing its operations through tax-deductible donations, membership fees, and an online and on-site boutique selling books, military insignia, and memorabilia to French military heritage enthusiasts, alumni, and families.

Ownership category

akta.pro rank

Product category

Military Heritage Museum Services

NAICS

Museums (712110), Historical Sites (712120), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

Specialty Museums (e.g., Maritime, Aviation, Sports, Music, Film) (THAJADAF)

akta.pro secondary industries

Museum, Zoo & Attraction Gift Shops (CRALAJAG), Historical & Military Collectibles Retail (CRALAGAM)

Keywords

• Military heritage preservation
• Museum association operations
• Military history publications
• Museum merchandise retail
• Nonprofit cultural organization

Headquarters

HQ city

Guer

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Membership fees and donations: The association collects membership fees (cotisations) and accepts donations from supporters. As an organisme d'intérêt général (public interest organization), the AAMO is authorized to issue tax receipts for memberships and donations under French tax code articles 200-1 and 238 bis.
2. Online boutique sales: The association operates an online store selling military-themed merchandise including books, DVDs, insignia, textiles, gifts, and souvenirs. Products are shipped via postal service or available at the museum shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

The Association des Amis du Musée de l'Officier (AAMO) operates and financially supports the Musée de l'Officier, a military heritage museum at the Académie Militaire de Saint-Cyr Coëtquidan in Guer, France. It sells museum merchandise (books on French military history, DVDs, CDs, military insignia, textiles, gifts) through an online boutique and physical museum shop, and sustains the museum via membership fees and tax-deductible donations.

Product overview

The Association des Amis du Musée de l'Officier (AAMO) operates an online boutique selling museum merchandise including books about French military history and officer training, DVDs, CDs, military insignia, textiles (silk accessories), writing instruments, keychains, magnets, and other souvenirs. The main products include specialized books (Précis de Cavalerie, Les généraux français, Saint-Cyr dans la tourmente), military insignia representing various graduating classes, and the physical Musée de l'Officier museum itself which houses 2,000 historical objects. The boutique serves as the primary revenue source for supporting the museum's operations and collection enrichment.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Boutique (Boutique du Musée)

Quantifiable outcome

• Preserves the legacy of officers from Saint-Cyr and various military schools who served France in conflicts worldwide

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Ecoles de Saint-Cyr CoëtquidancoreStrategic or Co-development PartnerThe host institution of the Musée de l'Officier. The academy is France's premier military officer training institution, and the museum is located at its Cour Rivoli campus in Guer.
• Fondation Saint-CyrcoreStrategic or Co-development PartnerThe Saint-Cyr Foundation supports the military academy and its activities, including the museum.
• La Saint-CyrienneminorOthersAlumni association for Saint-Cyr graduates, helping connect former students and support the academy.
• ASCVICminorOthersAssociation of Saint-Cyr graduates from the Indochina war period.
• L'EpauletteminorOthersA publication focused on military heritage that helps promote the museum to its readership.
• L'ANCCOREminorOthersNational association for reserve officers, supporting military heritage and memory.
• Association pour le souvenir des cadets de la France Libre (A.S.C.F.L.)minorOthersAssociation dedicated to preserving the memory of Free French cadets.
• Souvenir FrançaisminorOthersNational association for preserving French military memory and heritage sites.
• Souvenir NapoléonienminorOthersAssociation dedicated to Napoleonic memory and history, relevant given Napoléon founded Saint-Cyr in 1802.
• Destination BrocéliandeminorOthersRegional tourism organization for the Brocéliande area, helping promote museum visits to tourists.
• Comité régional du Tourisme BretagneminorOthersBretagne regional tourism council, promoting the museum to visitors to the region.
• Comité département du Tourisme MorbihanminorOthersMorbihan departmental tourism board, promoting local heritage sites including the museum.
• Musée de l'Armée (Invalides)minorOthersNetwork of French Army museums including Musée de l'ALAT, Musée des transmissions, Musée de l'artillerie, Musée de la cavalerie, Musée des blindés, Musée des troupes de montagne, Musée des troupes de marine, Musée de la légion étrangère, Musée de l'infanterie, Musée des sous-officiers, Musée des enfants de troupe, Musée des parachutistes, Musée du génie, and Musée du train.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Historial de la Grande Guerre: Museum of the Great War located in Péronne, France, focused on WWI history with permanent collections, temporary exhibitions, and a museum shop. Similar non-profit-supported model and curatorial focus on French military history.
• Mémorial de Verdun: World War I memorial and museum at Verdun, combining battlefield interpretation, a museum collection, and a gift shop. Comparable in being a heritage site focused on French military memory with mixed ticket, retail, and donation revenue.
• Musée des Blindés: Tank and armored vehicle museum in Saumur, France, that operates a similar model of a specialized military museum with on-site boutique and online merchandise sales. Highly comparable in scope, audience, and monothematic military focus.
• Musée du Débarquement (Utah Beach): D-Day landing museum on Utah Beach in Normandy, France. Comparable in running a regional military heritage museum with a curated collection, paid admission, and on-site retail targeting French and international military history enthusiasts.

Regional players

• Musée de l'Air et de l'Espace: French aerospace museum at Le Bourget airport, focused on aviation history. Comparable as a specialized military-themed museum with a curated collection and merchandise operations, though centered on aviation rather than officers.

Others

• Fondation Saint-Cyr: Foundation supporting the Académie Militaire Saint-Cyr Coëtquidan through patronage and scholarship. Already a formal partner of AAMO; complementary rather than competitive, as both serve the Saint-Cyr alumni and heritage ecosystem.
• La Saint-Cyrienne: Alumni association for graduates of Saint-Cyr Coëtquidan, connecting former students and supporting the academy. Currently a mutual partner of AAMO and a primary feeder for the museum's membership base.
• Souvenir Français: National association dedicated to preserving French military memory and maintaining war memorials across France. Partner of AAMO; shares an overlapping mission of preserving French military heritage through volunteer-driven initiatives.

Broad incumbents

• Musée national de la Marine: National naval museum with locations in Paris, Toulon, Brest, and Rochefort. Operates a museum gift shop and shares AAMO's positioning as a French military heritage institution, though focused on naval rather than army officer history.
• Musée de l'Armée (Hôtel des Invalides): France's flagship military museum located at Les Invalides in Paris, housing one of the world's largest military history collections. Already a network partner of AAMO; overlaps directly on subject matter, but at vastly larger scale and with state funding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/museedelofficier-asso.fr
• LinkedInlinkedin.com/company/ecoles-de-saint-cyr-co%C3%ABtquidan

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Ecoles de Saint-Cyr Coëtquidan