Cover Story:Dwyers & Co
Dwyers & Co Freedom Programme has changed the way Pro Shops buy golf trousers…
Since introducing the FREEDOM PROGRAMME sales for the men’s trouser/short brand have doubled year on year. That trend looks set to continue for Winter ‘15 and through to Spring ‘16
T
he Dwyers & Co brand has had a really successful year, their best since launching, however the major leap forward came when
Dwyers & Co introduced the Freedom Programme in the UK and Ireland. ‘In truth The Freedom Programme has been the
turning point for the Dwyers & Co brand. We have doubled our turnover and secured a large number of new customers. The Freedom Programme in the UK and Ireland has allowed us to introduce new styles like the Titanium Chino and sales has soared says Alan Dwyer, PGB ‘This gave Dwyers & Co customers the freedom to replace stock at any time. It means customers can replace winter trousers with summer trousers in spring, bring in shorts for summer and at the end of the summer season, replace summer stock with winter trousers again. All at no extra cost. On top of that we offer frees shipping, free hangers and free POS’. Charles Casson together with brothers Alan and
Peter Dwyer run the Dwyers & Co business from their Premium Golf Brands HQ in Cork City, Ireland. The Dwyer family have been involved in the clothing industry in Cork since their great (x3) grandfather started Dwyers & Co in 1820. Dwyers re-launched the brand into the golf market in 2008 with some innovative products and designs while the fresh
marketing has help breathe life into the heritage brand. As a brand that has survived almost 200 years, it is
happy to reference the past but always looks to the future. Dwyers & Co 2016 collection is all about performance, cuts and fabrics and essentially about innovation for golfers. Stretch features in all trousers and shorts, a must for our sport. The 2016 collection sees the all new Titanium Chino come to the fore, together with classic bright Micro Tech trousers. New accessories like the one size fits all woven belt add the finishing touches. ‘The biggest hurdle we have had to overcome is the
idea that the freedom programme is too good to be true. We have been asked on many occasions, what is the catch? And honestly, there is no catch’ continues Dwyer. The reason we introduced such a radical Freedom Programme is because we know that Dwyers & Co products sell really well when we get them in store but golf shops were conservative when stocking trousers. They were fearful to be stuck with unsold styles at the end of a season, fearful of the quantity of stock they have to buy with leg lengths etc. So essentially with the Freedom Programme we have taken away that fear factor. The Freedom Programme is a simple idea that works really well for the shop and in turn grows Dwyers & Co sales, so everyone is happy.’
Woven Belt 28 SGBGOLF
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