Global Edition

American Golf opens new flagship store at World of Golf New Malden

11.18am 21st July 2020 - Corporate

Nationwide golf retailer American Golf has reopened its store at World of Golf, New Malden, following an investment of over £500,000 that has led to the creation of 20 jobs.

The investment in the Surrey venue signals the nationwide retailer’s intent to develop a number of stores to ‘Flagship’ status, with several venues across the UK already identified  for similar expansion.

Billed as the ‘Future of Golf Retail’ the state-of-the-art facility will employ up to 20 people and features a wide array of the latest club fitting and swing analysis technology, along with a shopping experience more akin to that of a major high street department store. 

 “The first customers to the store have described the experience like an up market West End shopping experience, and that’s exactly the feel we were aiming for when we designed the store,” commented Iember Gordon, Retail Marketing Manager at American Golf. “We’ve combined open spaces for browsing our widest range of men’s and ladies’ apparel and footwear with the latest golf clubs and equipment from the biggest manufacturers in the game. Add in our two dedicated fitting bays that are filled with the latest technology and the New Malden store really does have something for every golfer.”

American Golf have invested over £500,000 in the renovation of its New Malden store

The store also features two custom fitting bays equipped with Foresight GCQuad launch monitors and linked up to a simulator screen for an immersive club-fitting experience. SAM Putt Lab technology ensures that golfers’ can get the perfect putter for their game, and to complete the shopping experience, in-store kiosks allow customers to browse the whole American Golf range.

Paul Newman, store manager at American Golf New Malden, said: “I’m very proud to be heading up the team responsible for delivering on this huge investment. We started with a staff of 16 working in the store, including several PGA Professionals, and have had to add four more positions. The combination of this unique golf retail experience and the fantastic facilities at World of Golf is a big draw for the area and I’m delighted to be part of such a positive story for the golf industry.”

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