Company profile A good fit for everyone
Golfsmith Europe has added the Greg Norman Collection to its distribution service. MD Douglas Poole explains how the company will supply retailers with the brand along with other products
W
e were delighted when Lifestyle Brands agreed
to partner with us on the management and distribution of the Greg Norman Collection. The agreement was signed at the end of 2011 and we have undertaken to bring all the services into our new headquarters in Godmanchester in Cambridgeshire. The agreement will encompass distribution and development of sales to the whole of the UK and major European markets. Tony Wilkinson, president of
Lifestyle Brands UK continues all sales and marketing for the brand and the management of the sales force that comprises 10 agents in the UK and Ireland. Basically, it’s a wonderful
iconic brand and sits well with the rest of our brands such as OGIO and Nike Vision. What we have done is to take
over the day-to-day operation of the business. This includes everything from receiving product, shipping, embroidery, operation of the call centre and accounts. Part of the decision to move
to us was because we have some big customers in Europe. The GNC brand was pretty
much a UK-based operation and this will support growing the brand across Europe, particularly as Europe is a hugely developing market.
How do you and your team plan to do this? We are contacting all our current agents who do not take a clothing line, also we are looking for new agents and distributors across the full
30
breadth of Europe. Any agents who are interested should contact us. What is good about the
GNC is that it’s a good fit for our business. Golfsmith Europe moved premises last year and occupies a warehouse and offices that boast 25,000sq ft. This means we have the infrastructure to do all the servicing of the business.
Why should retailers opt for the Greg Norman brand? It is iconic and has its own design and style. The GNC is all about design and attention to detail. Another advantage is that it appeals to every age category, so retailers feel comfortable that it fits into the whole range of their members’ demographics.
What about Golfsmith Europe’s other brands? This year we’ve got an almost new range of Snake Eyes models. We’ve run our Snake Eyes range for two years. This gives great continuity to retailers so they can top up and keep buying it.
Most of our models came to
an end last year so we’re adding Python XLD2, Viper and we’ve got a new range of wedges 695LZ, along with the new ladies model, the combo set of Indigo2. The company has also taken on the distribution of Infiniti custom club heads for custom club makers.
Then there are OGIO bags for 2012 which are highly
technical and high quality bags. We are enthusiastic about our second year with Nike
Vision Eyewear. The great thing this year is that all models have a Max Golf Tint lens fitted as standard.
This helps golfers to see slopes and burrows much better. Added to which, Golfsmith Europe is also
launching its 2012 catalogue online this month.
Pro Shop Europe April 2012
What does the future hold for the golf trade? Everyone has so many great products out, the golfing economy will look to grow this year. The Ryder Cup at the end of the year is always good for business and creates a lot of excitement in the game. I believe that business will grow this year for the golf industry.
For more information, visit
www.golfsmitheurope.co.uk
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