SGBGolf_Oct09_p12:SGBGolf_Sept09_p32 21/09/2009 14:22 Page 12
Head to head
From the feet up
Graeme Stevens, managing director of Worldwide Golf Brands, talks to
Robin Barwick about Stuburt’s expanding product offering
At the beginning of this year you re-located from square-foot stand at the Orlando show to display the new
Uxbridge to Manchester and gave the company clothing, and we are planning to sell to the United States,
a new name. Has the transition been a success? Australia and in the Far East.
The move has definitely worked. A company in Manchester For shoes, we will be replacing the Helium Pro with the
wanted to invest in our business [previously known as UK Golf Helium Tour. We have worked very closely with SATRA over
Services] as a silent partner, and they had existing facilities and the past six months – where they do independent laboratory
infrastructure in Manchester. It was not designed to be a cost- testing – to make sure our quality going forward will be second
cutting exercise as such, but it made sense to move up to to none. SATRA put our shoes through the most rigorous
Manchester. One of the motivations for the move was testing in the industry, for factors such as waterproofing,
that our silent partner has a lot of expertise in the comfort and flexibility. We have invested heavily in our
clothing trade, and we are getting more into quality control and we are very confident that
the clothing side with Stuburt. Stuburt shoes in 2010 will be better than ever.
What we are trying to do with Stuburt is offer
How has 2009 gone for technology and innovation that matches
Worldwide Golf Brands so far? Nike, adidas, Footjoy and Ecco, but at a
The start of the year was a bit slow, but as more affordable price. It is about offering
much as anything that was due to our quality, but making it affordable.
relocation and getting the business
operations set-up, and of course the Looking to grow: Graeme Stevens is excited about Are you continuing with the
recession was also a factor, but since Stuburt's prospects for 2010 Darren Clarke Collection
January and February business has been next year?
very good. Stuburt is around 20% up so far, year-on-year from 2008. Yes. That has been very successful for us, and we have improved the quality,
comfort and technology of the shoes for 2010. Darren wears the shoes on
The golf market in 2009 has remained flat for many Tour and he gives us regular feedback.
companies – at best – so how have you generated such For Autumn Winter 2010 we are also developing a DCC suit that Darren will
significant growth? wear, which will run alongside the DCC shoes.
We are doing extremely well on the continent now, and in the rest of the
world too, and that is where the growth has come from. We are selling What are your plans for Ram, now that Worldwide Golf
throughout Europe, and in countries such as South Korea, South Africa and Brands has agreed a long-term license extension?
Canada. Stuburt is becoming a global brand. We will be launching two new junior sets just before Christmas and a new
range in 2010.
How far has Stuburt extended into apparel so far? Ram sales for 2009 are probably going to be like for like with 2008, and
We have expanded our 2009 Autumn Winter range, which started shipping while we have probably lost a little bit of market share at the top end of our
on September 1. We are offering a lot more rainwear; in the past we had range, we have certainly picked up with our junior kits and boxed sets, and
three or four rainwear lines, but now we have 10 and we have added new clubs at the lower end of the price range, such as SDX.
colours. We have a new higher-end suit retailing at £149, whereas in the
past we had always focused on hitting the £99 price point. www.ramgolf.co.uk
The new suit is made from a very lightweight, four-way stretch material and www.stuburt.com
it is very breathable. We also have a new performance fleece, which retails
at £39.99, and sweaters made from lambs wool and cotton. We have Clarke's: The Classic shoe from Stuburt's
added some lined sweaters, which are doing fantastically well, and we have premium Darren Clarke Collection
launched some base layer products, so we are expecting September to be
one of our best months ever.
What can we look forward to from Stuburt in 2010?
Everything is changing for 2010 - we are out there now showing the new
products, with a view to delivering for February 1. We want to make sure
we deliver nice and early for Spring.
We are launching a full Spring Summer apparel range, and we are looking to
sign up three or four Tour golfers to endorse the range, from head to toe,
but I can’t go into any more detail on that just yet. We are taking a 1,200
12 SGB GOLF OCTOBER 2009
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