Selling: Darts


Women on the Oche?


Harrows have introduced a new product; the Diva range solely for women. But can retailers actually profit from the women’s game? SGBinvestigates …


D


arts. The quintessential mans game. You think of brash jewellery, dodgy tattoos and downing booze as portrayed in the famous ‘not the 9 o’clock news’ sketch. But is this changing? Russian pin up Anastasia Dobromyslova caused a stir in 2009 by beating Vincent van der Voort in the group stages of the Grand Slam of Darts and reports from grass roots level of the game suggest an upsurge in women playing. Harrows have sought to capitalise on this with their Diva range of darts designed for women players. Robert Pringle, Sales and Marketing Director of Harrows Darts believes that retailers can benefit from the increasing numbers of women playing the game.


“Diva 85% tungstens are super stylish and super chic. With their unique laser engraved barrels, colour coded accessories and coordinated packaging, this range is aimed directly at the growing numbers of female players.” According to Mintel, the market research experts, there are around 6 million darts players in the UK. A ‘player’ is defined as someone who has played in the last 12 weeks, either seriously or recreationally.


The numbers of women darts players are


reported to be around 20%, so 1.2million participants. With women making up one fifth of the darts playing population in the UK, the potential for retailers is there for all to see. With darts continuing to grow overseas, Harrows have sought to invest in the female market abroad. This, Pringle says, highlights Harrows efforts to move with the times and meet the needs of the modern darts market. “Around the world we sponsor 100s of female players and team. In Japan, for example, we run a series of tournaments across the nation, under the title of the Harrows Darts Cup. 50,000 players participate and each of the 20 events is open to both male and female participants.” “In Japan, 35% of players in the country are female, so it is a big market for us.” Other darts suppliers have also acted to enter the female darts market. Unicorn for instance have released their ‘Here Come The Girls’ range and similarly Winmau with their ‘Playboy’ range of female darts.


Pringle adds: “Feedback from retailers has been very positive. They recognise the benefits of a minimum stock investment, the excellent margins we offer and a sport that is evolving.” Darts has certainly started to change from the


‘In fashion’ sponsored by Attack and Defend


With the PDC and BDO World Darts Championships swiftly approaching, SGB looks at what equipment a selection of the stars will be using.


Name: Trina Gulliver Nationality: English Best known for: Trina has lifted 9 World Championship titles, 5 World Masters crowns and countless other major honours Will be using: Winmau 27gms World Championship Series darts with 85% Tungsten.


24 www.sgb-sports.com


Email: info@eurozonebrands.com www.trionz.co.uk


Name: Mark Webster Nationality: Welsh Best known for: Finishing 3rd in the 2010 PDC World Championship Will be using: Winmau 23gms World Championship Series Darts with 90% Tungsten


Name: Phil Taylor Nationality: English Best known for: Being ‘Mr Darts’! Phil ‘The Power’ is 15 times World Champion Will be using: Unicorn 26gms Phase 5 Rosso


Name: Raymond van Barneveld Nationality: Dutch Best known for: Being 5 times World Champion Did you know?: Before turning professional ‘Barney’ used to work as a postman Will be using: Golden Unicorn 22gms Raymond van Barneveld


Name: Adrian Lewis Nationality: English Best known for: Being the current PDC World Champion Will be using: Target Darts 21gms Steel Tip


traditionally


male only pastime and with feedback from these product ranges being positive, it seems that retailers are also starting to realise the potential of women’s darts. Is your business one of them?


Harrows Diva darts tech spec:


 Made from 85% tungsten for the style conscious player


 Comes complete with Supergrip shaft and Diva 6002 dart flights


 Available in Soft and Steel tip  0.53 drag co-efficiency  Colour coded barrels, shafts and flights.


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