Garnet & Gold

Name

Garnet & Gold

Legal name

Garnet & Gold

Website

https://garnetandgold.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Licensed Collegiate Apparel & Fan Merchandise Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro industry

PRIMARYCRAMABAO

Sports Collectibles, Fan Gear & Licensed Merchandise Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

Keywords

• Collegiate fan apparel
• Licensed sports merchandise
• Florida State Seminoles gear
• University branded apparel
• Fan accessories retail

Headquarters

HQ city

Tallahassee

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail merchandise sales: One-time product sales of licensed Florida State University fan apparel, accessories, and merchandise through physical retail locations and e-commerce platform. Revenue generated through individual transaction purchases with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Garnet & Gold sells officially licensed Florida State University Seminoles fan apparel, headwear, gifts, and accessories through three physical retail stores in Tallahassee and a Shopify-powered e-commerce website. Its inventory spans men's, women's, and kids clothing across brands such as Nike, Antigua, Columbia, Champion, League, and Retro Brand, complemented by specialty collections including vintage (Vault), athlete-branded (NIL), graduation, sport-specific, autographed memorabilia, and military/veteran merchandise.

Product overview

Garnet & Gold is the premier Florida State University fan merchandise retailer, operating as a multi-channel e-commerce and retail platform offering licensed FSU branded apparel and accessories. The product portfolio centers on three core pillars: Men's, Women's, and Kids apparel collections featuring major athletic brands (Nike, Antigua, Columbia, Champion, League, Retro Brand) with official FSU Seminole imagery; Hats and Headwear; and Gifts + Accessories spanning automotive, home, outdoor, gameday, and memorabilia categories. Supporting collections include the exclusive Vault (vintage archival pieces), NIL (athlete-branded merchandise), Graduation (diploma frames, alumni gifts), Sports-specific sections (Football, Baseball, Softball, Basketball), Autograph Shop (signed memorabilia), and Military Appreciation merchandise. The company also operates a physical gift card program and loyalty rewards (Gold Bucks). The business operates three retail locations in Tallahassee, FL alongside its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Apparel Comprehensive men's clothing line featuring Florida State University Seminole branding from Nike, Antigua, Columbia, Champion, League, and Retro Brand, including T-shirts, jerseys, polos, dress shirts, shorts, pants, hoodies, sweats, outerwear, loungewear, sleepwear, hats, shoes, socks, belts, ties, and accessories, sold to FSU fans, students, and alumni.
• Women's Apparel Women's fan apparel featuring Nike, League, Champion, Zoozatz, and Retro Brand lines with FSU Seminole branding, including tops, T-shirts, tanks, jerseys, business casual, dresses, bottoms, hoodies, sweats, outerwear, athleisure, athletic wear, loungewear, sleepwear, jewelry, hair accessories, shoes, socks, purses, bags, and hats, sold to female FSU fans, students, and alumni.
• Kids Apparel Children's clothing from infant (0-18M) through youth (YXS-YXL) sizes featuring FSU Seminole branding, including infant onesies, rompers, toddler tops, bottoms, sets, sweats, outerwear, girls' selections, youth tops, bottoms, sweats, hats, accessories, toys, and games, sold to FSU parents and family gift buyers.
• Hats Wide selection of Florida State University branded headwear including adjustable hats, flex-fit, one-fit, fitted hats, trucker hats, visors, knit hats, and branded caps from Nike, Columbia, Legacy, and New Era, sold to FSU fans and alumni.
• Gifts + Accessories FSU-themed gift items and accessories including automotive products (license plates, frames, decals, magnets, keychains, lanyards), home items (drinkware, barware, kitchen, dining, blankets, room decor, pet), outdoor accessories (flags, banners, games, toys, rain gear), school/office/travel items, gameday/tailgate supplies, holiday items, and memorabilia/collectibles, sold to FSU fans, gift-givers, and households.
• Vault Collection Exclusive vintage and archival Florida State University apparel collection featuring retro designs and hard-to-find items for dedicated FSU fans and collectors.
• NIL Collection Name, Image, and Likeness (NIL) collection featuring athlete-branded merchandise supporting Florida State University student-athletes, sold to FSU fans.
• Graduation Collection FSU graduation-themed merchandise including diploma frames and alumni gifts for celebrating Florida State University graduates, sold to families and alumni.
• Sports Collections Sport-specific FSU fan merchandise including football, baseball, softball, and basketball apparel and accessories, sold to FSU fans by sport.
• Autograph Shop Autographed FSU memorabilia and collectibles featuring authentic signatures from Florida State University athletes, sold to memorabilia collectors and dedicated fans.
• Veteran's Alliance Collection Military appreciation merchandise supporting FSU veterans and active-duty military personnel, with proceeds benefiting veteran's causes.
• Gift Cards Physical and virtual gift cards available in variable denominations (starting around $10) for purchase by gift-givers and redeemable at Garnet & Gold.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• NikecoreChannel Partner/ Reseller/ DistributorNike is a major brand partner providing officially licensed Florida State University athletic apparel and accessories. Garnet & Gold resells Nike FSU merchandise including polo shirts, t-shirts, hoodies, jackets, and headwear.
• AntiguacoreChannel Partner/ Reseller/ DistributorAntigua provides officially licensed FSU collegiate apparel including polo shirts, woven tops, and performance wear sold through Garnet & Gold.
• ColumbiacoreChannel Partner/ Reseller/ DistributorColumbia supplies FSU-branded outdoor and athletic apparel including fishing-themed PFG gear, golf apparel, and performance shirts sold through the store.
• ChampioncoreChannel Partner/ Reseller/ DistributorChampion provides FSU-licensed athletic apparel including shorts, hoodies, t-shirts, and jackets available at Garnet & Gold.
• LeaguecoreChannel Partner/ Reseller/ DistributorLeague brand offers FSU collegiate apparel including tri-blend t-shirts, coach's jackets, and fleece items sold through the store.
• Retro BrandcoreChannel Partner/ Reseller/ DistributorRetro Brand provides FSU vintage-style and retro-themed apparel including player jerseys and commemorative items.
• ZoozatzminorChannel Partner/ Reseller/ DistributorZoozatz is a brand partner offering FSU-themed women's apparel sold through Garnet & Gold.
• New EraminorChannel Partner/ Reseller/ DistributorNew Era provides officially licensed FSU headwear including fitted caps and adjustable hats available at the store.
• Cutter & BuckminorChannel Partner/ Reseller/ DistributorCutter & Buck offers FSU-branded outerwear and polo shirts sold through Garnet & Gold.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• BreakingT: Sports merchandise company producing apparel and merchandise tied to trending sports moments and athletes. Adjacent competitor in officially licensed sports apparel with an emerging, social-driven go-to-market motion.
• Homefield Apparel: DTC collegiate apparel brand focused on school-specific, vintage-inspired designs sold online. Comparable as a digitally native competitor targeting the same licensed collegiate fan gear category with a differentiated design-led approach.

Broad incumbents

• Fanatics: Dominant vertically integrated online retailer of officially licensed sports merchandise, including collegiate gear for FSU. Operates broadly across all major sports and schools, making it the largest competitive threat and category benchmark.
• Lids: National specialty retailer of licensed sports headwear and apparel with hundreds of mall-based stores. Overlaps with Garnet & Gold on FSU hats and apparel but serves a much broader multi-team, multi-sport customer base.
• Scheels: Large U.S. sporting goods superstore chain carrying licensed collegiate apparel, headwear, and fan gear. Comparable in offering a deep assortment of sports apparel, though far broader in category scope.
• Dick's Sporting Goods: Large-format U.S. sporting goods retailer carrying licensed collegiate apparel and fan merchandise alongside a broad sporting goods assortment. A generalist incumbent that competes for the same FSU fan's apparel spend.
• Hibbett Sports: Regional U.S. sporting goods chain with a meaningful licensed team merchandise and footwear assortment. Comparable in physical-retail, multi-location operating model, though broader in category mix than Garnet & Gold.

Direct peers

• Rally House: Multi-location U.S. retailer specializing in officially licensed collegiate and professional sports apparel, hats, and gifts. Most directly comparable to Garnet & Gold in store-based, school-specific fan merchandise across multiple regions.
• FSU Official Bookstore (Barnes & Noble College): On-campus Florida State University bookstore selling officially licensed FSU apparel, gifts, and memorabilia. Direct competitor for campus foot traffic and the same licensed merchandise SKU base.

Others

• Cutter & Buck: Wholesale apparel brand with a dedicated collegiate line supplying FSU-branded polos, outerwear, and golf apparel. Comparable as both a brand partner and adjacent vendor in the same licensed FSU merchandise ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Garnet & Gold