Abacus Sportswear Home Sengs


I believe our most important


marketing tool is the product itself, this is the


consistent thing whichever market


we trade in. We also believe a long and healthy business partnership with our agents is crucial.


In January 2002 we were introduced into the French, German, UK and Benelux markets for the first time. This was the first expansion outside of Scandinavia and we are proud to say that we are still with the same agents from these markets today.


Abacus has a history of supporting major golf events like The Ryder Cup and Solheim Cup. Will we see Abacus at The Olympics when golf features in the Rio Games in 2016? I would like to think that Abacus could be there in some way. This may be through partnerships with the Norwegian or Danish Golf Federations but we’d love to be involved. Of course, nothing is finalised because the event is some way off, but to play a part in something of this scale goes way beyond just dressing players.


In my opinion, golf at Rio 2016 will be a great thing for our sport. We need to optimise this fantastic opportunity and make the most from it, supporting federations and the development of golf across the world.


What have been your standout Abacus moments? The Solheim Cup partnership has been spectacular. Standing on the course that first morning in our native Sweden in 2007 and seeing the European players dressed head to toe in authentic Swedish Abacus was a great moment. The Killeen Castle event in 2011 and last year in Colorado, both times a victory for Europe, were also very special.


Another milestone came when we were confirmed as market leaders in Sweden and Denmark – this was significant because it was our original goal when we first formed the company.


The annual PGA Merchandise Show in Orlando is also a


highly anticipated event in the Abacus calendar each year, and I have personally been to every one since 1979. Exhibiting was a dream come true for me, and a quite a surreal moment seeing Abacus as part of such an enormous and important global golf trade event.


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