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The Globe and Mail

Inside hockey memorabilia seller AJ Sports World

With 95 per cent of business hockey-related, the NHL lockout is putting a chill on sales

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Exterior of AJ Sports World in Vaughan, Ont. The company sells signed sports memorabilia, with 95 per cent of business hockey-related. The NHL lockout is affecting business.

Tim Fraser/The Globe and Mail

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Employees make their way up and down a hall lined with autographed sports memorabilia at AJ Sports World. The company sells memorabilia including jerseys, photos, helmets and other goods autographed by current and former athletes.

Tim Fraser/The Globe and Mail

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Autographed sports memorabilia line the walls and shelves of AJ Sports World. The company sells through the store, online and through auctions at arenas and on NHL.com. Because of the NHL lockout, the business hasn’t been able to hold arena auctions, NHL.com sales have dropped, and active players haven’t been recruited to sign items.

Tim Fraser/The Globe and Mail

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Workers package sold memorabilia for shipping to customers inside the warehouse of AJ Sports World. Active players usually account for about half of signings, with retired players accounting for the rest.

Tim Fraser/The Globe and Mail

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Andrew Goldfarb, founder and owner of AJ Sports World, is seen here at his Vaughan, Ont. store. ‘Sales are generated by interest in the sport of hockey,’ he says. ‘If people aren’t watching the players play, they’re not buying product.’

Tim Fraser/The Globe and Mail

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An employee of AJ Sports World in Vaughan, Ont., goes over inventory.

Tim Fraser/The Globe and Mail

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Andrew Goldfarb owner of AJ Sports World, at his store.

Tim Fraser/The Globe and Mail

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