Gents Co.
Gents Co. (legal name Gent Supply Co.) is a New York-based direct-to-consumer e-commerce retailer founded in 2012 that curates and sells themed custom playing cards, leather travel goods, and men's lifestyle accessories to collectors, gift buyers, and lifestyle enthusiasts through its own Shopify storefront.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Gents Co. does
Gents Co., operating under the legal name Gent Supply Co., is a privately held direct-to-consumer e-commerce retailer founded in 2012 and headquartered in New York. The company curates and sells men's lifestyle products through its own Shopify-powered online storefront, with two anchor categories: themed custom playing cards manufactured by the United States Playing Card Company (USPCC) on its premium Bee stock, and leather travel goods such as the Leather Adventure Duffel. The playing card line — including Bicycle-branded Mythical Creatures, Creatures of the Fae, Valkyrie, Wizards/Witches/Warlocks, and Day of the Dead editions, often illustrated by artist Gustavo Borboa — is positioned as collectible, art-directed product rather than commodity playing cards.
The company monetizes through one-time unit sales of physical goods, priced at $11.99–$13.89 per deck of playing cards, with a flat $5 U.S. standard shipping fee (waived on orders over $100) and a broad set of payment options including Shop Pay, PayPal, Apple Pay, Google Pay, Amazon Pay, and major card networks. Distribution is entirely direct via the Shopify storefront, which supports six currencies (USD, CAD, AUD, GBP, EUR, JPY) and serves a global consumer base. The target customer is fragmented across four personas — gift buyers seeking premium men's gifts, playing card collectors and magicians, outdoor enthusiasts (cabin, lodge, nautical, BBQ), and home bar/entertaining hobbyists — addressed through themed collections rather than deep segmentation. There is no disclosed wholesale, marketplace, or B2B channel.
Operationally, the company is a small, lean organization (11–50 employees) with no disclosed funding, no parent company, no patents or trademarks on file, no published management team, and no partnership or alliance activity on record. Product differentiation rests on curated, artist-designed SKUs and the use of USPCC's premium manufacturing, while the broader assortment extends into adjacent lifestyle categories (grooming, barware, home décor, carry goods) to drive cross-sell. There is no evidence of AI/ML capability, proprietary technology, or mobile applications; the entire technology footprint is a standard Shopify e-commerce build.
Gents Co. firmographics
Firmographics- Name
- Gents Co.
- Legal name
- Gent Supply Co.
- Website
- https://gentsco.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gents Co. (legal name Gent Supply Co.) is a New York-based direct-to-consumer e-commerce retailer founded in 2012 that curates and sells themed custom playing cards, leather travel goods, and men's lifestyle accessories to collectors, gift buyers, and lifestyle enthusiasts through its own Shopify storefront.
- Ownership category
- akta.pro rank
Gents Co. industry classification
Industry- Product category
- Men's Lifestyle Products
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)
Keywords
Where Gents Co. is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Gents Co. business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Product Sales: One-time purchase model for physical goods including playing cards, leather goods, and lifestyle accessories. Revenue generated through direct consumer transactions on their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Gents Co. product offering
Product offeringCore offering
Gents Co. (Gent Supply Co.) is a direct-to-consumer e-commerce retailer that designs, brands, and sells curated men's lifestyle products, primarily premium custom playing cards with hand-drawn themed artwork and leather travel goods. The company operates its own Shopify-powered online storefront at gentsupplyco.com, ships internationally with multi-currency support, and offers a curated portfolio spanning playing cards, leather duffels, and lifestyle accessories.
Product overview
Gent Supply Co. is an e-commerce retailer offering a curated collection of unique gifts and lifestyle products, primarily specializing in premium custom playing cards and leather goods. The product portfolio centers on two core categories: (1) Themed playing cards featuring Bicycle brand decks with custom artwork including mythical creatures, fantasy themes, and pop culture motifs, many designed by Gustavo Borboa and manufactured by the United States Playing Card Company (USPCC); and (2) Leather travel bags and duffels including adventure-focused duffels with specialized compartments. Additional product lines span outdoor enthusiast gear, home décor, barware, grooming essentials, and novelty items organized across collections including Cabin & Lodge, Nautical Life, BBQ, Design and Decor, and Fun + Games.
Differentiator
Problem solved
Functional benefit
Products and services
- Bicycle Wizards, Witches & Warlocks Playing Cards Themed custom playing cards featuring wizards, witches, and warlock imagery, part of the premium Bicycle playing card collection.
- Mythical Creatures Playing Cards - Black Silver & Gold Edition Premium custom deck featuring mythical creatures from Greek, Norse, Egyptian, and East Asian traditions, with hand-drawn artwork and custom pips, in a black, silver, and gold color scheme.
- Bicycle Creatures of The Fae Playing Cards Custom deck featuring Fae creatures from both Seelie and Unseelie Courts of Faerie, with hand-drawn artwork, custom face cards, and custom pips. Linen finish, USPCC Premium (Bee) stock.
- Gents of Fortune Playing Cards Black Flag Edition Themed playing cards in the Gents of Fortune series featuring a black flag design aesthetic.
- Gents of Fortune Playing Cards Signature branded playing cards featuring pirate-themed imagery and design.
- Bicycle Valkyrie Playing Cards Norse mythology-themed playing cards featuring Valkyrie imagery, part of the Bicycle premium card collection.
- Bicycle Mythical Creatures II Playing Cards Sequel deck featuring additional mythical creatures with continued hand-drawn artwork and custom designs.
- Creatures of The Fae Playing Cards Black, Gold & Silver Edition Premium color variant of the Fae-themed deck featuring black, gold, and silver design elements.
- Day of The Dead Playing Cards - Gold, Silver & Black Edition Mexican Day of the Dead themed playing cards featuring cultural imagery in gold, silver, and black color scheme.
- Bicycle Mythical Creatures Playing Cards Original deck in the Mythical Creatures series featuring hand-drawn mythical creatures with custom artwork.
- Mythical Creatures II Playing Cards - Black Silver & Gold Edition Premium color variant of the second mythical creatures deck featuring black, silver, and gold design elements.
- Monochromatic Black Playing Cards Minimalist black-themed playing cards with monochromatic design aesthetic.
- Leather Adventure Duffel Premium leather duffel bag designed for travel and adventure, featuring compartments and durable construction.
- Leather Adventure Duffel with Shoe Compartment Travel duffel bag with dedicated shoe compartment, part of the leather travel bag collection.
Companies that use Gents Co.
Customer profileSegments4 records
Ideal customer profiles3 records
Gents Co. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Gents Co. partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights4 records
Gents Co. competitors and assessment
Company assessmentDirect peers
- Theory11: Theory11 is a direct peer — a specialty producer and retailer of premium custom-designed playing cards, with related magic and lifestyle accessories and a similar artist-collaboration model targeting collectors and gift buyers.
- Ellusionist: Ellusionist is a direct peer — one of the original custom playing card brands selling themed, artist-designed decks through a Shopify-style storefront to cardistry and magic enthusiasts worldwide.
- Kings Wild Project: Kings Wild Project is a direct peer — an artist-led playing card brand releasing thematically curated decks and lifestyle accessories, with strong overlap in collector/gift buyer audience and pricing structure.
- Art of Play: Art of Play is a direct peer — a curated retailer of premium playing cards, magic props, and puzzles, overlapping on gift/collector use cases and the same USPCC-style premium stock cues.
- Vanda Playing Cards: Vanda Playing Cards is a direct peer — a boutique playing-card label releasing themed, artist-illustrated decks to collectors, competing for the same enthusiast and gift-purchase occasions.
Broad incumbents
- United States Playing Card Company (USPCC / Bicycle): USPCC is the broad incumbent — the manufacturer behind Gents Co.'s decks and the Bicycle brand itself, with a broad portfolio of playing cards and adjacent games that compete for the same end consumer.
- Huckberry: Huckberry is a broad incumbent — a men's lifestyle DTC retailer covering outdoor, barware, leather goods, and gifts, operating at significantly larger scale and providing a benchmark for category expansion.
- Best Made Co. Best Made Co. is a broad incumbent — a curated men's lifestyle brand selling apparel, outdoor goods, and gifts through DTC, analogous in brand-positioning and gifting use cases.
- Etsy: Etsy is a broad incumbent — a global marketplace where independent artists sell custom playing cards and handcrafted leather goods, competing for the same gift-buyer search intent and artist-collaboration creators.
Emerging players
- Cardistry Touch: Cardistry Touch is an emerging player — a cardistry-focused retailer/community selling curated specialty decks, intersecting with the collector-enthusiast segment of Gents Co.'s audience.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Gents Co. social profiles
Digital presenceGents Co. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gents Co. leadership team
Management profileNumber of profiles
Gents Co. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gents Co. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gents Co.
What does Gents Co. do?
Gents Co. (Gent Supply Co.) is a direct-to-consumer e-commerce retailer that designs, brands, and sells curated men's lifestyle products, primarily premium custom playing cards with hand-drawn themed artwork and leather travel goods. The company operates its own Shopify-powered online storefront at gentsupplyco.com, ships internationally with multi-currency support, and offers a curated portfolio spanning playing cards, leather duffels, and lifestyle accessories.
Is Gents Co. a public or private company?
Gents Co. is a private company. It is classified as unknown and is currently operating.
When was Gents Co. founded?
Gents Co. was founded in 2012. It employs 11 to 50 people.
Where is Gents Co. based?
Gents Co. is headquartered in New York, United States, in the North America region.
How does Gents Co. make money?
One revenue line is on record: product Sales.
Who are Gents Co.'s main competitors?
Direct peers on record are Theory11, Ellusionist, Kings Wild Project, Art of Play and Vanda Playing Cards. Broad incumbents are United States Playing Card Company (USPCC / Bicycle), Huckberry, Best Made Co. and Etsy. Cardistry Touch is listed as an emerging player.
Does Gents Co. have an API?
No public API is recorded for Gents Co..
What industry is Gents Co. in?
Gents Co.'s product category is Men's Lifestyle Products. Its primary akta.pro industry code is CRAOAMAD, Hobby & Model Kits Distribution (RC, Scale Models, Miniatures). Its NAICS code is 45912 and its SIC code is 3944.