Iconic Wholesale Embroidery

What Iconic Wholesale Embroidery does

Iconic Wholesale Embroidery (DBA "Iconic the Apparel Decorators") is a Calgary, Alberta-based wholesale apparel decoration company founded in 2005 by Michael Sherman. The company offers a comprehensive suite of decoration services for B2B customers, including core wholesale embroidery alongside direct-to-garment (DTG) printing, direct-to-film (DTF/Digiflex) transfers, silk screen printing, vinyl heat transfers, custom patches, signs and banners, decals, and digitizing services. Production equipment includes Tajima embroidery machines (60+ heads across two shifts in Calgary plus 190 heads at a Tennessee facility focused on the golf industry), Roland wide-format printers, and advanced DTF/DTG printers. The company's Tennessee facility, established in 2017, represents a dedicated geographic and vertical expansion serving the golf apparel market.

The technology stack is built on industry-standard decoration hardware (Tajima, Roland) with proprietary software layers, including a visual approval system and a proprietary order management platform. Digitizing is handled through an affiliation with Sunshine Digitizing, which provides access to 125 skilled artists and digitizers and uses handcrafted techniques that produce up to 20% less stitching than common methods. The company operates with a 5-business-day or less standard turnaround and a 2-hour quote response time, supported by a dedicated customer service team trained in embroidery.

The business model is purely wholesale B2B, with no direct-to-consumer sales. Revenue is transaction-based across 8+ service lines, priced per stitch, print, transfer, or patch, with quotes generated on demand. Customer segments span small startups to large corporations, plus marketing companies serving as intermediaries. Pricing is opaque (image-based price lists with quote-based final pricing), and the company is founder-owned with no external investors, no funding rounds, and no parent company. Geographic service areas are Western Canada and the US (specifically the Tennessee golf industry).

Name

Iconic Wholesale Embroidery

Legal name

Iconic Wholesale Embroidery

Website

https://iconicembroidery.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Iconic Wholesale Embroidery is a Calgary-based wholesale apparel decoration company serving B2B customers across Western Canada and the US golf industry with embroidery, DTG/DTF printing, silk screen, patches, and signage services.

Ownership category

akta.pro rank

Product category

Wholesale Apparel Decoration Services

NAICS

Narrow Fabric Mills and Schiffli Machine Embroidery (31322)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Custom Printing & Decoration Services (Screen Print, Embroidery, Laser) (BPAFAMAL)

akta.pro secondary industries

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI), Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF)

Keywords

• Wholesale embroidery services
• Direct-to-garment printing
• Apparel decoration services
• Custom patch manufacturing
• Screen printing transfers

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Embroidery Services: Core revenue stream from high-quality embroidery decoration on apparel and accessories. Operates with over 60 heads across two shifts, serving orders of any size with five business day or less turnaround. Pricing based on stitch count, complexity, and quantity.
2. Direct-to-Garment (DTG) Printing: DTG printing with no setup fees, printing high-quality images up to 600 dpi. Handles both dark and light garments with exceptional detail. Revenue based on print size and quantity.
3. Direct-to-Film (DTF) Transfers (Digiflex): Cutting-edge DTF transfer service using two advanced DTF printers. Offers both direct application onto garments and supply of transfer logos. Revenue per transfer based on size and quantity.
4. Silk Screen Printing: Traditional silk screen printing using metallic and fashion base inks, with transfer options. Revenue based on print complexity and volume.
5. Vinyl Heat Transfers: Heat transfer printing using printable matte vinyl with options including reflective, metallic, glow-in-the-dark, and holographic effects. Quick 5-second heat press application.
6. Patches: Diverse patch manufacturing including embroidered, silicone, TPU, PVC, sublimated, woven, leather, and laser-engraved patches with various border and backing options. Revenue per patch based on type, size, and quantity.
7. Signs and Banners: Wide-format printing up to 50 inches wide and any length using various vinyl colors including reflective at high resolutions.
8. Decals and Stickers: Custom decals for hard goods including window decals and water bottle stickers with precision-cut shapes and vibrant colors.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Iconic Wholesale Embroidery is a B2B wholesale apparel decoration company that applies high-quality embroidery, Direct-to-Garment (DTG) printing, Direct-to-Film (DTF/Digiflex) transfers, silk screen printing, vinyl heat transfers, custom patches, signs and banners, and stickers and decals onto apparel and accessories supplied by customers. Orders are processed on a quote basis with two-hour response times, using Tajima embroidery machines (60+ heads across two shifts in Calgary, 190 heads in Tennessee), Roland wide-format printers, advanced DTF printers, and proprietary order management and visual approval software.

Product overview

Iconic Wholesale Embroidery is a wholesale apparel decoration company offering a comprehensive suite of decoration services primarily for business-to-business customers. The core product portfolio includes Wholesale Embroidery as the primary service, supplemented by Direct to Garment (DTG) Printing, Digi-Flex (DTF) Transfers, Silk Screen Printing, Vinyl Heat Transfers, Signs and Banners, Patches (in various materials including embroidered, silicone, TPU, PVC, sublimated, woven, and leather), Stickers and Decals, and Digitizing and Artwork Services. The company operates Tajima embroidery machines (over 60 heads across two shifts) and Roland wide-format printers for various applications. Orders are processed through internal systems with digitizing services handled via the affiliated Sunshine Digitizing website.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Embroidery High-quality wholesale embroidery decoration on apparel and accessories using Tajima embroidery machines with Madeira thread and backing. Operates over 60 heads across two shifts in Calgary with a standard turnaround of five business days or less, serving orders of any size for B2B customers.
• Direct-to-Garment (DTG) Printing Direct-to-garment printing with no setup fees, printing high-quality images up to 600 dpi on both dark and light garments. Daily capacity ranges from 2 to 1,200+ prints, with pricing based on print size and quantity for B2B wholesale customers.

Quantifiable outcome

• Standard turnaround time of 5 business days or less
• +4 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators11 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• CustomInk: Custom apparel and accessories company offering embroidery, screen printing, and DTG decoration to businesses and groups. Directly comparable to Iconic in terms of decoration services and customer use cases (branded apparel, corporate merchandise), though with a more tech-enabled, direct-emphasis model.
• Underground Printing: Custom apparel decoration company offering screen printing, embroidery, DTG, and heat transfer services to businesses, teams, and organizations. Comparable to Iconic across multiple decoration methods and B2B customer segments, with a larger U.S. footprint.
• Staton Corporate: U.S.-based corporate apparel and decoration specialist with embroidery, screen printing, and laser decoration services. Closely comparable to Iconic in the B2B custom decoration model, particularly for corporate clients and marketing agencies.

Broad incumbents

• SanMar: One of North America's largest apparel and accessories wholesale distributors, offering in-house decoration services (embroidery, screen printing, DTG) across multiple regional DCs. Comparable to Iconic as a multi-decoration wholesale platform serving B2B customers, but at materially larger scale and broader geographic footprint.
• Alphabroder: Major U.S. wholesale apparel distributor supplying decoration-ready blanks and offering in-house decoration services. Comparable to Iconic along the decoration/services layer of the wholesale apparel value chain, though with a much broader blank-apparel distribution business.
• 4imprint: Large North American promotional products distributor offering decorated apparel and accessories (embroidery, screen print, etc.) to businesses. Comparable to Iconic along the promotional/branded merchandise value chain, but with a much broader product catalog and customer base.
• TSC Apparel: Wholesale apparel supplier with on-site decoration services including embroidery, screen printing, and heat transfer. Comparable to Iconic as a wholesale B2B decoration provider, with a larger U.S.-focused catalog and customer base.
• Cimpress: Parent of Vistaprint and other mass-customization brands, operating large-scale custom printing and decoration facilities globally. Comparable to Iconic in the broader custom decoration services market, with significantly different scale, ownership, and channel mix.

Emerging players

• Printful: Print-on-demand and fulfillment platform offering embroidery, DTG, DTF, and other decoration services with API-driven ordering. Comparable to Iconic in the decoration technology stack, with a more digitally native, self-serve model that increasingly overlaps with small-batch B2B wholesale.
• Scalable Press: DTG and apparel printing service targeting small to mid-sized brands with on-demand production. Comparable to Iconic along the digital garment decoration lane, though currently stronger in DTC and e-commerce integrations than traditional wholesale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/iconic-wholesale-embroidery-ltd

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 Iconic Wholesale Embroidery