Company profile Albartross flies high
In a marketplace as crowded as golf shoe retailing it seems bizarre for any company to claim they have no direct competitors, but that is the situation Royal Albartross finds itself in
R
oyal Albartross originally set out to create the world’s most luxurious
golf shoes. Five years later it offers golfers unrivalled footwear options catering for a real niche in the market. Alex Bartholomew, the
founder and chief designer, explains: “We do not see any other golf footwear brand in the current market as a direct competitor. No one else provides the high standard that we do in materials, comfort, design and service. What we offer is completely different. “Our shoes are designed with
golfers in mind who appreciate the finer things in life. The sort of people who want something that little bit different, know what they like,s and are willing to pay a premium to get it. “Quality in all areas is our USP
and the strength on which we’re building our reputation. “We pride ourselves on
concierge-type service so the Royal Albartross experience is pleasurable from purchase to play.” The brand offers men’s and
women’s ranges with six styles in each, all of which showcase Royal Albartross’ love of impressive design touches
and intricate detailing, such as a subtly branded stainless steel ball marker and polished lace tips.
Style and playability Not only are the shoes finished to stand out on the fairways, they are also developed with playability in mind. All shoes are made with water-resistant materials throughout while the linings are breathable to ensure comfort in all conditions. With the finest Italian
materials, exquisite finishing and the technical expertise to update classic golf shoes Royal Albartross has created the perfect line to appeal to today’s discerning golfer. This unique combination has
produced a shoe of international design status with out-of-this- world comfort and fit. Not content with creating
the most luxurious golf shoes, Royal Albartross then set about delivering the most exclusive. A very limited edition range
of Mooka men’s shoes, retailing at £1,000, featured two designs, Injabulo and Themba, with only 20 pairs of each made. They boast an area of special hair-on nguni leather and, for every pair sold, £200 is donated to purchase shoes for school children in South Africa through the Bobs for Good Foundation. The normal ranges retail at £355 for the men’s designs, with the ladies’ costing £335. While the prices may be
higher than some, they have already proven very popular in America. US brand manager Jon Linton
has built a burgeoning network of retailers, with a combination of high-end country clubs and high street outlets, as well as discerning golfers as brand ambassadors.
Set to grow The success stateside has convinced Bartholomew similar results await in the UK, Europe and further afield. Bartholomew adds: “Our online
sales have seen Royal Albartross shoes worn on fairways around the world and we now have a substantial footprint in America. However we are a British brand and proud of our roots and I honestly believe it is only a matter of time before UK golfers take to Royal Albartross in a big way. “We receive emails from
online UK customers on a daily basis, requesting retailers in their area to try the shoes and this represents a great opportunity. “We’re a niche product and that is our big advantage; people like to wear our shoes because they’re different to
everyone else’s, and the margins for retailers are very worthwhile too. We are fully equipped to expand into other territories and now looking to achieve this by recruiting brand managers and distributors for the UK and continental Europe.
“So far the partnerships we’ve formed have proved to be
20 Pro Shop Europe April 2012
long lasting and we hope that continues. The reason for this is that we offer the level of service people would expect when buying a luxury product; whether it’s a retailer or a direct consumer.” Royal Albartross has big plans
for 2013 when it will be adding to the men’s range with round- toe designs as well as a new diffusion line with moulded soles which will offer men and women a sportier option while retaining the brand’s trademark smart styling.
Beyond footwear In addition, the brand has ambitions beyond the realm of footwear and Bartholomew ultimately aims to include high end accessories and apparel. She explains: “Developing the
new products will be our focus for the next 18 months and should help establish us as a brand right across the golf shoe spectrum. “Once that is in place we want
to take the Royal Albartross ethos and apply it to new clothing products and a range of high- end accessories, but that’s a little way down the line yet.”
• Retailers who are interested in stocking Royal Albartross golf shoes should contact Andy Barwell on 01227 807 563 or go
towww.albartross.com for further information.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56