Smart personalization: How Criquet Shirts doubled revenue per recipient

Imagine a world where style meets comfort - Criquet Shirts does just that. I got the chance to sit down with Zach Scheimer, Sr. Marketing Operations Manager at Criquet Shirts to learn more about his journey and Criquet Shirts’ origin story in preparation for our upcoming fireside chat. 

What struck me was their astute way of redefining classic sophistication with a modern twist. Born from a love of timeless craftsmanship and quality, Criquet Shirts delivers premium shirts that not only look sharp but feel incredible. Whether on the course or out on the town, these shirts effortlessly blend tradition and contemporary flair.

In constant pursuit of a good time

Criquet was started to make high-quality threads for the guys who like to take it easy. We wanted to pay homage to the legends, give reverence to the irreverent, and to be in constant pursuit of a good time. The mission? To bring back classic style with a fresh twist, crafting vintage-inspired threads that feel as good as they look.

They believe in high-quality clothes that strike the perfect balance—laid-back but not careless, timeless but not outdated. That’s why they take the best of old-school menswear and update it with modern fits and fabrics, designed for guys who appreciate a well-made shirt but don’t want to overthink it. Whether you’re kicking back at a dive bar, sneaking in a twilight round, or just trying to track down your golf ball in the weeds, they’ve got you covered. “Because style should be effortless, and comfort should never mean compromise. That’s why we like to champion living comfortably off-course”.

Timeless style with modern fits and fabrics

Co-Founders, Hob and Billy, are lifelong friends from way back in their boarding school days. They reunited for a round of golf after going their separate ways for college, and both showed up in some old thrifted golf polos from the 80’s. Frustrated with the ratty options available for this style of shirt; hard collar, deep placket, front pocket flap, they decided it’d be pretty cool to rehash this timeless style with modern fits and fabrics, and the Players Shirt was born. 

“We’ve come a long way since the conception of the Players Shirt, and have made, remade, and unmade a boatload of other products outside of the polo-sphere”. The Criquet lifestyle is alive and well, Hob and Bill are still heading the operation, and they’re growing by the day. 

A distinct brand voice and a cohesive team

“I think I’d say there are two different things that excite me about Criquet Shirts: one externally and one internally. Externally, the brand has such a distinct brand voice and brand identity. As a marketer, having that strong sense of self as a brand makes my job so much easier. Internally, I would say the brand has the most cohesive team I’ve ever been a part of. From graphic design to product design to analytics to our wholesale team – everyone works so well together and so well to improve as a brand. It’s exciting to be a part of a team that executes at this level”.

What’s next for Criquet Shirts?

“What’s next for Criquet Shirts? It’s hard not to say quite simply growth. Organizationally we are growing – having almost doubled in staff in the past 4 years. We’re proud that we’ve been growing in revenue and have been able to add the staff to help continue that growth. Our product mix is growing too. We started with the Players Shirt polo and have expanded into so many new categories. We also launched our first ever Women’s Capsule last year. Our customer base is growing as well and so are their LTV’s. We are adding another tier to our loyalty program to help reward some of our most loyal customers.  Our investment into Klaviyo is growing too. A big goal of mine for 2025 was consolidating our tech stack into using Klaviyo primarily and I continue to be excited about the results of this.”