Celly Hockey Co.

What Celly Hockey Co. does

Celly Hockey Co. is a Boston-based, privately held direct-to-consumer brand that designs, sources, and sells vintage-inspired, officially licensed hockey-themed snapback hats and related headwear. The company operates entirely through a Shopify-powered e-commerce storefront at cellyhockeyco.com, with multi-currency checkout (USD, AUD, CAD, EUR, GBP, CHF, SEK, DKK, CZK, PLN, NZD) and international shipping to more than 20 countries including Canada, the United Kingdom, Australia, Germany, France, Italy, and several Nordic markets; US orders over $85 qualify for free domestic shipping.

The product portfolio spans 152+ SKUs across five core categories: USA Hockey national team collections, NCAA collegiate hockey programs (UConn, Lake Superior State, Ferris State, Bowling Green, Minnesota Duluth, Boston College, etc.), American Hockey League minor-league team merchandise, a Pond Hockey Collection, and a Summer Series of regionally themed limited releases (Cape Cod, Nantucket, Winnipesaukee, Amalfi Coast, Montauk, Daytona Beach, Savannah). All hats use a 5-panel premium construction with 100% cotton, premium stitching, and adjustable snap closures, priced at $36–$38 per unit with occasional sale items at $19.

The business model rests on officially licensed partnerships with USA Hockey, NCAA, the American Hockey League, and Zamboni Company, supplemented by brand-ambassador relationships with NHL players including Jeremy Swayman, Auston Matthews, and Morgan Geekie. Marketing is concentrated on organic Instagram and TikTok channels plus an email newsletter, with a secondary Team Orders service enabling custom bulk purchases for hockey organizations. The company has no disclosed funding, no disclosed revenue, no disclosed management team, and operates with 1–10 employees.

Name

Celly Hockey Co.

Legal name

Celly Hockey Co.

Website

https://cellyhockeyco.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Celly Hockey Co. is a Boston-based, privately held e-commerce brand that designs and sells vintage-inspired, officially licensed hockey-themed snapback hats priced at $36–$38 to hockey fans across Team USA, NCAA, AHL, and regional community segments.

Ownership category

akta.pro rank

Product category

Hockey Headwear

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAMAOAF

Team & League Branded Merchandise Retail (Non-Apparel)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sports Collectibles, Fan Gear & Licensed Merchandise Retail

SECONDARYIMAOAFAI

Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear)

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Accessories Manufacturing (Hats/Gloves/Belts/Scarves)

SECONDARYCRAMAOAJ

Customized & Personalized Fan Gear Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sports Collectibles, Fan Gear & Licensed Merchandise Retail

Keywords

• Hockey headwear
• Snapback hats
• Licensed sports merchandise
• Hockey fan apparel
• Team-branded caps

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Snapback Hat Sales: One-time purchase of premium snapback hats at price points of $36-$38. Direct-to-consumer online sales with international shipping capability.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Celly Hockey Co. designs and sells vintage-inspired, officially licensed hockey-themed snapback hats and headwear through a direct-to-consumer Shopify storefront. Products span Team USA, NCAA collegiate, AHL minor league, Summer Series, and regional/community hockey club collections, with all hats featuring 5-panel construction, 100% cotton, premium stitching, and adjustable snap closures. The company also offers custom Team Orders for bulk purchasers and digital Gift Cards.

Product overview

Celly Hockey Co. is a hockey-themed headwear company specializing in officially licensed snapback hats. The product portfolio centers on snapback caps featuring various styles including standard, corduroy, pinstripe, and washed finishes. Products span Team USA collections, NCAA collegiate hockey teams, American Hockey League (AHL) team collaborations, and location-based regional hockey club designs (Amalfi Coast, Montauk, Cape Cod, Nantucket, Winnipesaukee, Daytona Beach, Savannah). The company also offers custom Team Orders for organizations and Gift Cards. All hats feature 5-panel construction with premium stitching, adjustable snap closures, and 100% cotton materials. Key partnerships include USA Hockey, NCAA, American Hockey League, and Zamboni Company.

Differentiator

Problem solved

Functional benefit

Products and services

• Snapback Hats (overall product line)
• Team USA Hockey Snapback Collection
• NCAA Hockey Snapback Collection
• American Hockey League (AHL) Snapback Collection
• Summer Series Snapback Collection
• Regional Hockey Club Snapback Collection
• Team Orders (Custom Bulk)
• Gift Cards

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• American Hockey League (AHL)coreStrategic or Co-development PartnerOfficially partnered with the American Hockey League, producing officially licensed merchandise for AHL teams including Texas Stars, Rochester Americans, Grand Rapids Griffins, and Springfield Thunderbirds.
• NCAAcoreStrategic or Co-development PartnerOfficially partnered with NCAA, producing officially licensed collegiate hockey merchandise for universities including UConn, Lake Superior State, Ferris State, Bowling Green, Minnesota Duluth, and Boston College.
• USA HockeycoreStrategic or Co-development PartnerOfficially partnered with USA Hockey, producing officially licensed merchandise celebrating the US national hockey team and its heritage.
• Zamboni CompanyminorStrategic or Co-development PartnerPartnership to produce Zamboni-themed merchandise including the Zamboni Snapback hat featuring the iconic Zamboni brand.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• American Needle: American Needle is an Illinois-based headwear company producing officially licensed sports caps for MLB, NFL, NHL, NBA, and NCAA teams with a vintage/heritage design focus. Comparable to Celly Hockey Co.: both are heritage-leaning, officially licensed headwear brands with sports-license depth and a similar aesthetic positioning around throwback team designs.
• Mitchell & Ness: Mitchell & Ness is a heritage sports apparel brand specializing in officially licensed throwback jerseys, snapback hats, and headwear for the NHL, NBA, NFL, and MLB. Directly comparable to Celly Hockey Co.: both sell vintage-inspired, officially licensed headwear targeting passionate fans, leaning on nostalgia and authentic league partnerships.
• '47 Brand: '47 Brand is a licensed sports headwear and apparel specialist selling officially licensed MLB, NFL, NHL, NCAA, and MLS caps and apparel. Directly comparable to Celly Hockey Co.: both focus on league/team-licensed headwear sold DTC and through retail, with vintage-inspired and throwback aesthetics as a core design language.
• HOMAGE: HOMAGE is a vintage-inspired apparel brand producing officially licensed T-shirts, hats, and accessories celebrating sports teams, retro eras, and pop-culture moments. Directly comparable to Celly Hockey Co.: both sell officially licensed, vintage-leaning sports headwear via DTC e-commerce with nostalgia-driven design at a premium $30-$40 price point.
• Pro Standard: Pro Standard produces officially licensed NBA, NFL, MLB, and streetwear-inspired headwear and apparel with a fashion-forward, premium aesthetic. Comparable to Celly Hockey Co. as a sports-licensed headwear brand pursuing a premium DTC price positioning and lifestyle crossover with younger fan audiences.

Emerging players

• BreakingT: BreakingT produces officially licensed sports apparel and headwear tied to trending in-game moments, player storylines, and team slogans for the NFL, MLB, NBA, NHL, and college sports. Comparable to Celly Hockey Co. as a DTC-first, officially licensed sports merchandise brand targeting passionate fans with timely, story-driven drops.
• Ebbets Field Flannels: Ebbets Field Flannels is a heritage sportswear brand reproducing vintage jerseys, caps, and apparel from historical baseball, basketball, hockey, and football leagues. Comparable to Celly Hockey Co. as a vintage/throwback sports headwear brand with strong storytelling and a niche position anchored in licensed heritage designs.

Broad incumbents

• Fanatics: Fanatics is the dominant global platform for officially licensed sports merchandise, holding master rights to produce and distribute apparel, headwear, and memorabilia for the NFL, MLB, NBA, NHL, NCAA, and most major leagues. Comparable to Celly Hockey Co. as the gravity well of officially licensed sports headwear — Fanatics sets the floor on competitive intensity and license economics that any niche DTC hockey headwear brand must operate within.
• New Era Cap: New Era Cap is the dominant global headwear company and official on-field cap supplier for the MLB, NFL, NBA, and hundreds of collegiate and minor-league teams. Comparable to Celly Hockey Co. as a licensed-sports headwear incumbent with much broader scale, deeper league relationships, and a wider category footprint across multiple sports.
• LIDS: LIDS is the largest US retailer of officially licensed sports headwear, apparel, and accessories, operating thousands of mall-based stores plus a robust e-commerce channel. Comparable to Celly Hockey Co. as an officially licensed sports headwear merchant serving the same fan buyer, though at vastly larger scale and across all major US sports leagues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/cellyhockey.co
• TikToktiktok.com/@cellyhockeyco
• Xx.com/cellyhockeyco
• LinkedInlinkedin.com/company/celly-hockey-co

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 Celly Hockey Co.