Atlanta, GA – Former WSOP Day 3 chip leader Dmitri Nobles told reporters this weekend that his brand is not performing as well as he and investors had initially hoped.

The 44-year old poker pro had launched an All-Dmitri online store and clothing brand late in 2016 to capitalize on his celebrity, but six months into the venture sales have been nearly non-existent.

Dmitri Nobles online

The site was designed to be a one-stop shop for all things Dmitri Nobles, but so far customers have been largely ignoring the site’s vast offering of poker paraphernalia.

Products include:

  • Dmitri-themed visors exclusively designed to be worn backwards and upside-down
  • Send ‘Em Out on a Stretcher! labeled mugs, shirts and stickers
  • Nobles’ self-published autobiography with a forward from George Danzer
  • Autographed photos of Nobles standing in line to register for Rio Deepstacks Events
  • And somehow much more

Nobles, to his credit, still sounded optimistic when speaking to reporters, saying that “just like poker it only takes one hand to win the tournament. And that’s what I’m hoping to do.”

Nobles’ glowing poker résumé

Nobles eventually finished 76th in the 2006 Main Event – good for $66,973. However, he has been unable to find much tournament success since. He is currently ranked 151,559th on the Global Poker Index – just 151,558 spots behind David Peters.

Ever since going public, Dimitri Enterprises (DMTR) has seen its stock plummet. NASDAQ currently has the company valued at only $0.01 per 100,000 shares.

Sadly, this is not the first time a start-up business from Nobles has met with disappointment. His online poker room NobilityPoker also closed its doors in 2007 following the passage of the UIGEA. The site was forced to cut ties with their two pros – Dmitri Nobles’ mom and Jamie Gold.

“Yeah, it’s disappointing,” added a clearly frustrated Nobles. “But hey, at least it’s not IveyPoker.