What HOCKEYSTORE does

Hockeystore, operated by the Swedish private limited company Spobik AB (org. no 559155-6633) since its 2018 restructuring out of the Team Sportia organization, is a multi-brand hockey equipment specialist founded in 2015 in Jönköping, Sweden. The business combines a pan-European e-commerce storefront (hockeystore.com plus country-specific sites for Sweden, Norway, and Denmark) with five physical retail stores across Sweden located in Jönköping, Karlstad, Kungens Kurva, Ängelholm, and Mölndal/Göteborg. Its catalog spans player equipment (sticks, skates, protection, helmets, gloves), complete goaltending gear, referee apparel, roller and street hockey equipment, off-ice training aids, bandy equipment, performance baselayers, lifestyle apparel and NHL merchandise, plus companion services such as skate sharpening, gift cards, and custom equipment configurations via the MyBAUER and CCM Custom programs. The company carries major manufacturer brands including Bauer, CCM, Warrior, TRUE, and Marsblade, and claims to be Europe's largest hockey specialist, supported by an 80,000+ member club database and a 4.7/5 customer rating.

Revenue is generated through direct-to-consumer sales both online and in-store, with unit pricing on equipment (e.g., sticks €149–€309), plus B2B Team Sales bulk orders to 25+ Swedish hockey clubs and one regional federation (Östergötlands Ishockeyförbund), including SHL clubs such as Linköping HC, Djurgårdens IF and Färjestad BK. The technology stack centers on a multi-currency, multi-country e-commerce platform with Adyen payment processing (PCI DSS, 3D-Secure, GDPR-compliant), DHL for pan-European logistics, Volumental for 3D skate fitting, ImBox for customer chat, and Cookie Information for consent management; the marketing engine is built around SEO and an extensive expert hockey blog.

The go-to-market is primarily direct-to-consumer, with content marketing and a loyalty/club program as retention layers, and B2B Team Sales handled as a dedicated sub-brand (Hockeystore Teamsales). Geographic reach covers 26 European countries, while all physical retail remains concentrated in Sweden, indicating that international growth is e-commerce-led rather than store-led.

Name

HOCKEYSTORE

Legal name

Spobik AB

Website

https://hockeystore.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

Hockeystore is a Swedish multi-brand hockey equipment specialist operating a pan-European e-commerce storefront in 26 countries and five retail stores in Sweden, serving individual players, goalkeepers, hockey clubs, and lifestyle consumers with sticks, skates, protective gear, apparel, and custom equipment programs.

Ownership category

akta.pro rank

Product category

Hockey Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

akta.pro primary industry

Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE)

akta.pro secondary industries

Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Team Sports Equipment & Uniforms Retail (CRAMABAE), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

Keywords

• Ice hockey equipment
• Goalie protective gear
• Hockey lifestyle apparel
• Roller hockey supplies
• Team uniform supply

Headquarters

HQ city

Jönköping

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from direct retail sales at 5 physical store locations in Sweden (Jönköping, Karlstad, Kungens Kurva, Ängelholm, Göteborg)
2. E-commerce Sales: Online sales through hockeystore.com with delivery throughout Europe, supporting multiple currencies (EUR, SEK, NOK, GBP)
3. Team Sales / Club Shop: Bulk orders and customization services for hockey teams and clubs, including printed team textiles with initials, numbers, and club logos
4. Gift Cards: Sale of gift cards for hockey equipment

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Hockeystore sells ice hockey, roller hockey, bandy and related equipment, apparel and accessories through both e-commerce (hockeystore.com) and 5 physical retail stores in Sweden. The offering covers the full hockey equipment spectrum from sticks, skates, protective gear, helmets, gloves and goalie equipment to accessories (bags, tape, pucks, training aids), lifestyle apparel, performance base layers and NHL merchandise, with customization available through MyBAUER and CCM Custom programs and dedicated team sales for hockey clubs.

Product overview

Hockeystore is a multi-brand e-commerce and retail hockey equipment specialist offering Europe's largest selection of hockey gear. The platform operates as a unified shopping destination combining an e-commerce website (hockeystore.com) with physical retail stores across Sweden. The product portfolio centers on core hockey equipment (sticks, skates, protective gear, goalie equipment) complemented by accessories (bags, tape, pucks, training aids), apparel (lifestyle, performance baselayer, team uniforms, NHL merchandise), and specialized categories (roller hockey, street hockey, bandy). Key brands include Bauer, CCM, Warrior, TRUE, and Marsblade. The business model combines direct consumer sales with B2B team sales through the Hockeystore Teamsales platform, and offers customization services via MyBAUER and CCM Custom programs. Additional services include skate sharpening, a hockey blog with expert buying guides, and gift cards. The company is structured as part of Spobik AB and was founded in 2015 in Jönköping, Sweden.

Differentiator

Problem solved

Functional benefit

Brands

• Hockeystore Teamsales: A dedicated platform for hockey teams to purchase equipment, jerseys, and team apparel in bulk.

Products and services

• Ice Hockey Player Equipment Comprehensive category covering ice hockey sticks, skates, protective gear (shoulder pads, elbow pads, shin guards, pants, neck guards, jocks), gloves, helmets and referee equipment across senior, intermediate, junior and children's sizing from leading brands Bauer, CCM, Warrior and TRUE. Targeted at individual hockey players across all skill levels from elite competition to beginner hockey school.
• Ice Hockey Goalie Equipment Complete goaltending equipment including leg pads, catchers, blockers, masks, skates, sticks, chest protectors, pants and accessories in senior, intermediate, junior and children's sizes. Includes custom configurations via the CCM Custom Goalie and MyBAUER Custom Goalie programs. Targeted at hockey goalkeepers requiring specialized protective gear.
• Hockey Accessories Wide assortment of hockey accessories including tape (shin guard, stick, grip, wax), skate guards, socks, water bottles, bags, pucks, mouthguards, tactical boards, training pucks, game pucks, street hockey pucks, and roller hockey wheels and chassis. Targeted at hockey players seeking supporting gear and consumables.
• Hockey Lifestyle Apparel Hockey-themed lifestyle clothing including jackets, sweaters, hoodies, pants, t-shirts, caps, NHL merchandise and the Bauer Golf Collection (golf caps, pants, shorts, sweaters, t-shirts, golf pique). Targeted at hockey fans and lifestyle consumers seeking branded apparel beyond on-ice play.
• Performance Baselayer Performance base layer clothing including sweaters, pants, neck guard shirts, jock pants and recovery wear from Bauer, CCM, Warrior and Aycane. Targeted at hockey players seeking technical on-ice and recovery apparel.
• Hockeystore Team Sales / Club Shop Dedicated B2B platform enabling hockey clubs, federations and teams to place bulk orders for team apparel and equipment at competitive pricing, with customization including jersey printing with club logos, numbers and initials. Delivery times for club wear orders can extend up to 2 weeks. Targeted at team equipment managers, club administrators and federation officials outfitting amateur through professional/elite (SHL) organizations.
• NHL Merchandise Official NHL-branded merchandise including jerseys, t-shirts, knits and caps. Targeted at ice hockey fans seeking licensed league apparel.
• Roller Hockey Equipment Inline roller hockey skates for all ages including senior, intermediate, junior, children and goalie-specific skates from Bauer, CCM and Marsblade, plus replacement wheels and roller frames. Targeted at roller hockey players and ice hockey players training off-ice during summer/off-season.
• Street Hockey Equipment Street hockey equipment including pucks, balls, goals, goalie kits and masks for off-ice play. Targeted at hockey players and casual players engaging in street hockey.
• Bandy Equipment Complete bandy sport equipment including sticks, skates, gloves, protective gear, goalie equipment, referee gear, apparel and bags. Targeted at bandy sport participants requiring equipment similar to ice hockey.
• Skate Sharpening Services Professional skate blade sharpening and replacement services using Prosharp equipment. Targeted at ice hockey and roller hockey players purchasing skates who require ongoing maintenance and blade customization.
• Hockey Outlet & Sale Discounted and clearance items across player equipment, goalie equipment, accessories, lifestyle, performance, roller hockey, off-ice and bandy gear. Targeted at value-seeking hockey consumers across all categories.
• Gift Cards Digital and physical gift cards available for purchase on the e-commerce platform, redeemable across the full hockey equipment, apparel and accessories catalog. Targeted at consumers and organizations purchasing gifts for hockey players and enthusiasts.
• MyBAUER Custom Sticks & Goalie Equipment Bauer custom stick and goalie equipment program allowing personalized specifications including flex, pattern, and color options. Targeted at serious ice hockey players and goalkeepers seeking individually configured equipment.

Named customers9 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

28 partnerships are on record, tiered core and minor.

• Linköping HCcoreChannel Partner/ Reseller/ DistributorProfessional ice hockey club and partner club in Hockeystore Team Sales program for outfitting team members with hockey equipment.
• Djurgårdens IFcoreChannel Partner/ Reseller/ DistributorHistoric Swedish ice hockey club partnered with Hockeystore for team equipment procurement through Team Sales program.
• Färjestad BKcoreChannel Partner/ Reseller/ DistributorSwedish elite hockey club (SHL) partner in Hockeystore Team Sales program.
• IK OskarshamncoreChannel Partner/ Reseller/ DistributorSwedish hockey club partnered with Hockeystore Team Sales for team equipment needs.
• Västerviks IKminorChannel Partner/ Reseller/ DistributorSwedish hockey club participating in Hockeystore Team Sales partnership.
• Tullinge TP HCminorChannel Partner/ Reseller/ DistributorLocal hockey club partner in Hockeystore Team Sales program.
• Varberg VipersminorChannel Partner/ Reseller/ DistributorSwedish hockey club partnered with Hockeystore for equipment procurement.
• HC DalenminorChannel Partner/ Reseller/ DistributorSwedish hockey club partner in Hockeystore Team Sales.
• Östergötlands IshockeyförbundminorChannel Partner/ Reseller/ DistributorRegional ice hockey federation partnered with Hockeystore for member club equipment needs.
• Arvika HCminorChannel Partner/ Reseller/ DistributorLocal hockey club partner in Team Sales program.
• Boro Vetlanda HCminorChannel Partner/ Reseller/ DistributorHockey club partner in Hockeystore Team Sales.
• Borås HockeyminorChannel Partner/ Reseller/ DistributorSwedish hockey club partnered with Hockeystore.
• Forshaga IFminorChannel Partner/ Reseller/ DistributorLocal hockey club Team Sales partner.
• Gislaveds SKminorChannel Partner/ Reseller/ DistributorSports club hockey team partner.
• Grums IKminorChannel Partner/ Reseller/ DistributorHockey club partner.
• Hammarö HCminorChannel Partner/ Reseller/ DistributorLocal hockey club Team Sales partner.
• Kils AIKminorChannel Partner/ Reseller/ DistributorMulti-sport club hockey team partner.
• Motala AIFminorChannel Partner/ Reseller/ DistributorSports club hockey section partner.
• Nor IKminorChannel Partner/ Reseller/ DistributorHockey club partner.
• Nässjö HCminorChannel Partner/ Reseller/ DistributorHockey club partner in Team Sales.
• Skillingaryds ISminorChannel Partner/ Reseller/ DistributorSports club hockey team partner.
• Tidaholm HFminorChannel Partner/ Reseller/ DistributorHockey club Team Sales partner.
• Ulricehamns IFminorChannel Partner/ Reseller/ DistributorSports club hockey team partner.
• Viking HCminorChannel Partner/ Reseller/ DistributorHockey club partner.
• Värnamo GIKminorChannel Partner/ Reseller/ DistributorSports club hockey section partner.
• Åmåls SKminorChannel Partner/ Reseller/ DistributorSports club hockey team partner.
• AdyencoreTechnology or IntegrationPayment service provider handling credit/debit card transactions. Meets PCI DSS requirements for secure payment processing.
• DHLcoreChannel Partner/ Reseller/ DistributorPrimary logistics and delivery partner for shipping packages within Sweden and across Europe. Offers Service Point and Home Delivery options.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Total Hockey: U.S. multi-store hockey retailer with strong online catalog across sticks, skates, protective gear and goalie equipment. Directly comparable as a hockey-only specialist serving elite to beginner levels with team sales.
• Perani's Hockey World: Long-standing U.S. hockey specialist with both retail locations and online sales, plus pro-shop services for teams. Comparable in mission and assortment to Hockeystore's specialist-store-with-team-sales model.
• Hockey Monkey: U.S.-based hockey equipment specialist retailer with strong e-commerce presence. Directly comparable as a multi-brand hockey-only specialist carrying Bauer, CCM, Warrior, and TRUE with team sales and a clearance/outlet focus.
• ProStockHockey: Online hockey equipment retailer specializing in pro stock sticks and equipment. Comparable as a specialist D2C hockey retailer with curated, niche inventory targeting enthusiasts.
• Pure Hockey: The largest ice hockey specialist retailer in North America, operating both a large e-commerce storefront and dozens of physical stores across the U.S. and Canada. Comparable to Hockeystore as a multi-brand, omnichannel hockey-only specialist with team sales and fitting services.

Broad incumbents

• Bauer (Bauer Hockey): One of the two dominant hockey equipment manufacturers whose brands Hockeystore distributes. A broad incumbent whose direct-to-consumer site competes with Hockeystore in core categories like sticks, skates, and protective gear.
• Intersport: Large global sporting goods retail cooperative with strong European footprint across multiple countries. Comparable as a broad incumbent stocking hockey equipment among many other sports, representing the main generalist competitive threat.
• CCM Hockey: Major hockey equipment OEM whose CCM brand Hockeystore carries. Comparable as an incumbent that is simultaneously a supplier and a direct competitor via its own D2C channel.

Regional players

• Sportland: Estonian/Nordic sporting goods retailer with multi-brand athletic and team-sport equipment assortment. Comparable as a regional multi-channel sports specialist competing for the same Nordic consumer wallet.
• HockeyTukku (PowerHockey): Finnish hockey equipment specialist retailer operating both online and physical stores in Finland. Comparable as a regional hockey-only specialist serving the Nordic market with similar assortment and team sales.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

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 HOCKEYSTORE