What The Flag Shop does

The Flag Shop is a woman-owned, family-operated retailer founded in 1985 and based in Whittier, California, specializing in flags, banners, and related decorative products. The company sells a broad catalog spanning USA flags, state and international flags, military and first responder flags, garden flags, house flags, mailbox covers, windsocks, spinners, yard signs, sports flags, and supporting hardware including poles, brackets, and bases, with a custom design service for personalized orders. Pricing ranges from under $1 for small accessories to over $100 for premium items such as cotton casket flags, with most garden and house flags priced between $10 and $25.\n\nThe business operates a dual-channel model. Its primary go-to-market is a direct-to-consumer e-commerce website built on the BigCommerce platform with Authorize.Net payment processing, shipping throughout the United States via UPS and USPS. A physical retail showroom in Whittier, CA supports walk-in customers and curbside pickup; per a March 2025 announcement, the storefront is being downsized to a lower-floor, limited-showroom, curbside-pickup-only configuration, and the company is discontinuing its decorative house flag, garden flag, windsock, mailbox cover, spinner, and yard sign lines. A secondary flag rental service targets customers in the greater Los Angeles area, offering Standard and Colonial Flag Sets plus individual flags for 1-5 day rental periods. The company maintains supplier relationships with major flag manufacturers Annin, Evergreen, and Valley Forge Flag, and is a bootstrapped, independent operation with no external funding or parent company.\n\nThe customer base consists of individual consumers purchasing for personal home, garden, yard, and seasonal decoration needs, plus organizations and individuals in the LA area using the rental service for one-time event flag requirements. There is no disclosed B2B or enterprise customer concentration, no disclosed revenue, and no AI or advanced technology capabilities — the business runs on standard commodity e-commerce infrastructure.

Name

The Flag Shop

Legal name

The Flag Shop

Website

https://www.theflagshop.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

The Flag Shop is a woman-owned, family-operated US retailer founded in 1985 in Whittier, California, selling flags, garden and house flags, patriotic products, hardware, and custom designs via e-commerce and a downsizing retail showroom, plus a regional LA-area flag rental service.

Ownership category

akta.pro rank

Headquarters

HQ city

Whittier

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sale of flags, garden flags, house flags, accessories, hardware, poles, mailbox covers, decals, patches, and related decorative items. One-time purchase model with prices ranging from under $1 to over $100 depending on product type and size.
2. Flag Rentals: Rental of flag sets and individual flags to customers in the greater Los Angeles, California area. Standard Flag Set rental for 1-5 days at $24.50 plus tax and $70.00 security deposit. Colonial Flag Set at $55.00 plus tax and $150.00 security deposit. Individual flags range from $20.00 to $35.00 plus tax and deposits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

The Flag Shop retails flags, banners, garden flags, house flags, sports flags, patriotic merchandise, mailbox covers, windsocks, yard signs, decals, patches, and flag hardware (poles, brackets, bases) through its own BigCommerce website and Whittier, CA retail store, shipping domestically across the United States. The company also rents flag sets and individual flags on a 1-5 day basis to customers in the greater Los Angeles area, with security deposits and in-person pickup/return at the Whittier location.

Product overview

The Flag Shop is a traditional e-commerce retail business selling flags and flag-related products. The product portfolio is organized as a single unified offering with multiple product categories rather than a platform-plus-modules architecture. Core products include Flags (USA, State, International, Military, Religious, Historical, Marine), Garden Flags, and House Flags. Supporting add-on products include Accessories/Hardware (poles, brackets, mounting hardware), Bases, Poles/Garden Stands, Mailbox Covers, Windsocks/Spinners/Door Decor, Yard Stakes & Yard Magnets, Decals/Patches/Lapel Pins, Sports Flags, and a Custom Shop for personalized flags. The company also offers a Flag Rental service for the Los Angeles, California area. Products span themes including patriotic, seasonal, holiday, awareness, sports, and everyday decorative categories. The store operates on BigCommerce e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Flags

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• BigCommercecoreTechnology or IntegrationE-commerce platform provider powering the company's online store with product management, shopping cart, and checkout functionality.
• Authorize.NetcoreTechnology or IntegrationPayment gateway processing online credit card transactions. Merchant services verified and integrated for secure checkout.
• AnninminorOthersFlag manufacturer/supplier - logo displayed as a partner brand
• EvergreenminorOthersFlag manufacturer/supplier - logo displayed as a partner brand
• Valley Forge FlagminorOthersFlag manufacturer/supplier - logo displayed as a partner brand

Scale indicators2 records

Recent moves5 records

Direct peers

• Annin Flagmakers: One of the largest US flag manufacturers and a major supplier to The Flag Shop. Annin sells directly to consumers and institutional buyers across the same product categories (US, state, military, custom flags) and represents the closest direct competitor in the specialty flag retail space.
• Valley Forge Flag: Major US flag manufacturer and supplier to The Flag Shop. Sells flags and patriotic products directly to consumers and the trade across overlapping categories — US, state, military, and decorative flags — making it a direct specialty competitor.
• US Flag Store: Online specialty retailer of US-made flags, flagpoles, and accessories. Operates a similar direct-to-consumer e-commerce model with a comparable product mix (US, state, military, custom flags), making it a close direct competitor.
• Carrot-Top Industries: Specialty US-based retailer of flags, flagpoles, and patriotic products serving both consumer and institutional/government markets. Overlaps with The Flag Shop across US, state, and military flag categories and competes in the same patriotic retail niche.
• Liberty Flagpoles: Direct-to-consumer online retailer specializing in flagpoles, US flags, and related accessories. Competes with The Flag Shop in both flags and the higher-ticket pole/hardware bundle that drives basket size.
• AmericanFlags.com: Online specialty retailer focused on American-made US flags and patriotic accessories. Overlaps directly with The Flag Shop's core patriotic product line and competes for the same digital shopper.
• Flag and Banner (Flagman of Charleston): Long-established (since 1930s) US flag and banner specialty retailer operating both a brick-and-mortar showroom and an online store. Highly comparable heritage-retailer profile to The Flag Shop's 40-year history and similar product breadth.
• Dixie Flag: Texas-based flag manufacturer and retailer serving consumer and commercial/government customers. Overlaps with The Flag Shop in US, state, military, and custom flags and competes in the patriotic specialty space.

Broad incumbents

• Evergreen Flag: Major flag manufacturer and a current supplier to The Flag Shop. Sells into both consumer and wholesale/institutional channels at significantly larger scale than The Flag Shop, competing indirectly across the same product categories.
• Amazon (Patriotic & Flag category): Largest general-merchandise marketplace and the principal price-anchoring competitor for low-AOV commoditized flag purchases. Does not specialize in flags but captures significant share of the same customer search demand The Flag Shop targets via SEO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheFlagShopUS
• LinkedInlinkedin.com/company/theflagshop

Revenue estimate

Valuation estimate

Number of profiles

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 The Flag Shop