SGBGolf_May09_p6:SGBGolf_May09_p6 05/05/2009 10:33 Page 6
News
Callaway reaches agreement with
Here to stay
Perry Ellis
Eddie Reid (pictured), Managing Director of
TGI Golf, explains why pro shops are here
Callaway Golf has announced that Perry Ellis International is to design, to stay, no matter what some people say
manufacture and distribute Callaway golf and sports apparel in the
United States, Canada, Latin America and the Caribbean.
Our industry
Terms of the agreement have not been disclosed, but the move ends
is as
months of speculation over the future of Callaway Apparel, which was
competitive as
formerly licensed out to Ashworth until the California-based company
any other
was taken over by TaylorMade adidas late last year.
retail sector,
As for the European market, SGB Golf understands the decision of
where the
who will take on the European license is yet to be made. Callaway has taken its apparel stock and
ever more
business in-house for the time being.
sophisticated
In the US, Callaway will continue to manage shipping and servicing of its apparel for the remainder
consumer shops in a buyers’ market. The odds
of this year, with Perry Ellis taking over with the Spring Summer 2010 line. The timing for Perry Ellis
appear to be heavily stacked in favour of the huge
could not be better, because while the company holds licenses for the PGA Tour, Original Premium
retail chains or volume on-line retailers.
Since I first started working with golf
and Grand Slam brands, its long-term partnership with Karsten Manufacturing to run Ping Collection
professionals in the early 1990s there has been one
expires at the end of 2009 and is not being renewed.
reoccurring comment; “the golf pro won’t be here
It is understood that Perry Ellis will work on establishing Callaway as a lifestyle brand as well as a
in 10 years time,” but the reality is quite to the
specific golf label.
contrary.
Despite the backdrop of a recession, Perry Ellis president and COO, Oscar Feldenkreis, claims that the
Statistics from Sports Marketing Surveys show
company’s “golf business grew by almost 20 percent for fiscal 2008”.
that the UK & Irish golf market, in terms of
Nickent launches in Europe
participants, hasn’t grown over the past 10 years,
yet the on-course professional is commanding
more and more percentage share of that static
American equipment brand Nickent has launched into the UK and Ireland, and Phoenix Brands, a market.
County Kildare-based company, has been appointed sole distributor. The first reason for this is that, as a small retailer,
Nickent has brought in John Hoeflich to design some of the brand’s
pros have identified key business differentiators
hardware. Hoeflich has previously worked with Tommy Armour, Titleist and
that allow them to compete.
TaylorMade, and Nickent has particularly high hopes for its new, Hoeflich-
By being aware of how their competitors stock,
designed 5DX Ironwood, which sports wings on the back of the clubhead.
price and market their products, the small
www.nicketgolf.com;
www.phoenixbrands.eu
independent retailer can position itself to offer a
very personal and focussed service to the
Early boost for
discerning golfer, who does not necessarily buy on
price and accepts that quality of service, backed by
Bridgestone
expertise and qualification, is worth a small
premium.
Bridgestone Golf, which had pinned its hopes of resurgence on the
The progression by many brands to very
technologically advanced products, supported by
success of its B330 Series of golf balls, has reported rapid growth in
the need for detailed swing analysis, has helped,
the UK for the first quarter of 2009. Sales for the quarter were up
but ultimately it has been down to the individual
507% on the same time last year – although the brand’s market
pro to move with the times.
presence for the first quarter of 2008 was negligible – but the
They’ve sought expert advice from bodies like
company also claims to be 25% ahead of target.
the PGA, whose training programme has adapted
“We all know trading conditions are challenging so to show sales
to reflect modern needs, or from buying groups
growth versus the previous year and then to actually exceed an
who specialise in retail and marketing solutions
ambitious 2009 plan is an outstanding performance,” says Steve Kettlewell, managing director of
specifically for the golf market.
Bridgestone Golf UK. “Our sales team have really taken the initiative to drive our distribution forward The off-course retailer has grown exponentially
utilising the fantastic B330 series of balls.” over the past 20 years, from high street sports
www.bridgestonegolf.com chains to on-line, price driven retailers. Consumers
have been bombarded with cut-price offers, but
Snake Eyes unleashes
they do not provide what the PGA professional has
in abundance – expertise.
Viper XT
Critically, the consumer has realised the
importance of this, and it is this expertise that will
Snake Eyes Custom has launched the Viper XT driver for Spring 2009.
see pros through this difficult economic climate.
Featuring a bullet-shaped clubhead and contoured crown, the Viper XT has a
Forward-thinking pros are cultivating strong
low centre of gravity and high moment of inertia, and the CNC-milled clubface has
relationships with suppliers and customers, and
been designed to provide fast ball speeds no matter what part of the face strikes the
reaping the rewards.
ball. The club also comes with a screw weight at the rear of the sole that is
That is why the PGA pro can continue to prosper
interchangeable, depending on personal preference.
and why the recurring statement – ‘the golf pro
won’t be here in 10 years time’ – will never ring
The Viper XT will be custom assembled to order, and is available in a variety of lofts and
true.
in left and right-handed models. It has an RRP of £189.
www.tgigolf.com
www.snakeeyescustom.com
6 SGB GOLF MAY 2009
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