Devils shop sold these together with a number of other Hoodie styles... There was an end of season clear out/sale though so the stock won't be replenished until next seasons merch is available. Hats of a similar/same quality are around $30 online so £25 is comparable - certainly wouldn't be less than £20!
Branded quality merchandise is going to be more expensive than you want. We should think ourselves fortunate -: NHL store in North America are more expensive. I could only afford NHL woolly hat in their sale last year and even that was £20!