FIELDREPORT
established brands – with products priced higher than them – might seem a courageous move. “It will certainly be hard work,” Waddicar concedes. “But we are bringing in something unique, a product with a difference. It costs more than three wheels to produce, and we would argue it outperforms three-wheelers. We also feel it is easier to close, handle and adjust, while the lack of lead acid helps its perception as a premium brand. So far, every single one of our significant retail accounts has ordered them, and if it gets five per cent share in the UK it will be significant for us.” The Quad range follows hard
on the heels of the Autofold FF, Big Max’s new Fold Flat trolley. The brand introduced Fold Flat in 2013 in the form of the Blade, a trolley with wheels that clicked and released as it was folded to create a stored height of just
12.5cm. “Blade was very successful in Germany, less so in the UK because of its £279 price point,” Waddicar concedes. “But at £239, Autofold FF is more
competitive in UK markets. It doesn’t fold quite as flat as the Blade – around 23cm – but its folding action is utterly simple; you close the handle and shut the product, just those two movements. In this sense it has better functionality and is £40 cheaper, though it has one foot brake while Blade had two.” Autofold comes in white, white-
cobalt, black-red and black – four colour options to complement the brand’s well-received waterproof Aqua bag range that has itself expanded. The 9.5in Tour (RRP: £219) is joined by
the 8.5-inch Sport – with sleek styling accents – and the powered trolley- oriented Drive, which has its own battery pocket. All three feature the
secret fabric that gives the Aqua range impressive levels of waterproofing as well as making each bag very light. Even with its eight pockets, Tour weighs in at just 2.8kg. “The material actually comes from a fabric
SGBGOLF 25
used in the distribution industry,” Waddicar explains. “It allows us to keep the weight down and the rain out; some waterproof suits operate to a standard of 5,000mm water resistance, but this material will deliver 10,000mm.” The scope of these launches
represents the growing confidence Big Max is feeling for the UK market. The brand is now sold through some 600 UK accounts – around a third of all retail outlets – and is a supplier to Foremost Golf, with 120 of the group’s 350 Elite Marketing Programme professionals stocking Big Max product. Brand awareness has been built through a liaison with
Medi8 Marketing and Communications, with some 200 press releases and adverts sent out throughout 2015. “There are more recognised
brands out there,” Waddicar accepts. “But I believe the new product Big Max is bringing to the UK market demonstrates we have a special blend of quality and innovation, one that will see the brand’s profile and reputation continue to rise throughout 2016.”
www.Bigmaxgolf.com
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