SGBGolf_May09_p9:SGBGolf_May09_p9 27/04/2009 10:28 Page 9
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You can’t keep a good team down!
The past 12 months have been eventful for premium apparel brand Greg Norman
Collection to say the least. But the company is bouncing back to top form thanks in
part to a marketing initiative that is guaranteed to put a smile on retailers’ faces
well and we will be aggressively rolling it
out to further retail units throughout
2009.”
The company hopes to have 400 retail
units in the UK and Ireland on board by
L
ike the golfer whose name it carries, March 2010, but might this target be too
Greg Norman Collection has proved ambitious in the current economic climate?
over the past year that class is “The acquisition of the GNC licence could
permanent. Six months ago, GNC shook not have been completed at a worse time
off its brief association with MacGregor with the country deep in recession, a
Golf Europe when Severn Brow Holdings, dithering government and inclement
a group of companies run by Midlands weather! This has led me to believe that
businessman Roy Howell, acquired the The launch store for the Greg Norman Experience was the the golf sector is very resilient,” Howell
brand’s European licence.
pro shop at Aston Wood Golf Club in the West Midlands
replies.
Tony Wilkinson, the brand’s director
where director of golf Tim Regan is pictured with local GNC
sales agent David Westwood
“Thus far we have exceeded our
within the new regime, trading as Severn expectations in an overcrowded market
Under, is more excited about the future than at any stage since his place. Our ability to react quickly to customer requirements is
association with GNC began in 1992. apparently a new experience for the pros and after six months I
“Gloom and doom talk is being bounced around at the moment, but believe we have taken a broken business model and made many
golf still has a special place in people’s positive changes.”
lives,” he says. “Leisure activities are To that effect, GNC’s team of eight sales
supported through lean times and golf will agents has been boosted by a purpose-
remain a popular way to unwind. In terms built warehouse/ showroom at Bridgnorth
of Severn Under and GNC, our goal is to be in Shropshire equipped with state-of-the-
Europe’s No 1 independent golf brand art embroidery machinery.
within five years. It’s been a time of The cornerstones of GNE, which will
upheaval, but we’re ready to get the job operate on three escalating levels of
done.” commitment (Essential, Ultimate and
The springboard for this effort is the Signature), include above average margins
Greg Norman Experience (GNE), an for the retailer, innovative point-of-sale
initiative that provides unparalleled value support, between four and six collections
to the consumer and mouth-watering a year, and generous credit terms for
margins to the retailer. unsold stock.
Endorsed by leading buying groups Roy Howell – Chairman, Severn Brow Holdings “Our goal is to deliver consistently good
Foremost & Alliance and TGI Golf, GNE margins,” Wilkinson says. “We also
aims to raise the bar for golf apparel sales and merchandising by understand the importance of reliable service and strong, vibrant
increasing consumer awareness of GNC and improving sales, margin, product. All these elements combine to make an apparel brand
stock and cash flow for the retailer. successful.
Howell may be a newcomer to the golf “Our business is 95 per cent green-grass
trade but he brings a lifetime of business so it’s vital we support the pro shop,
experience to the party. “The retail golf regardless of size or location. We invest
sector has changed very little in the past heavily in merchandising and display, and
20 years and therefore needs a new look at pride ourselves in making
how it operates,” he says. “We believe we virtually any space look
can supply the right incentive to apparel professional. If any
retailers to increase sales and feel secure green-grass outlet is
when dealing with us. GNE will incorporate serious about wanting
latest communication technologies more revenue from
between the retailer and Severn Under to apparel, we can make it
ensure that sales are maximised. happen.”
“The first GNE site (at Aston Wood Golf www.gregnormancollection.com
Club near Birmingham) is performing very The shark carpet at Aston Wood Tel: 01746 762591
SGB GOLF MAY 2009 9
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