Global Edition

Cobra resurgent

4.30pm 17th June 2003 - Corporate

Cobra’s much publicised return to the big time has centred on the incredible demand for the 370SS and 430 SS drivers. However, while driver sales have reached unprecedented levels, the new King Cobra SS-i irons have also been earning rave reviews with sales way up on the previous year.

The Acushnet-owned brand, famed for producing high quality game improvement clubs, has reported a year on year iron sales increase of 27% for the first five months of 2003. The new King Cobra SS-i irons have been backed with a heavyweight marketing campaign.

Cobra’s retail partners have been quick to realise the potential, as Doug McClelland, managing director of the Doug McClelland Golf Superstore at Silvermere, points out. “Demand for the Cobra brand is bigger than it has ever been,” he said. “The new iron is such an easy sell at the moment as consumers recognise the brand, the product works, the price point is spot on and the margins are good.”

Over the last decade, King Cobra irons have been closely associated with game improvement, oversize technology and distance and the new King Cobra SS – i is no exception.

Paul Dyer, the head professional at Sandmartins Golf Club. “We have enjoyed rapid sell-through of our Cobra irons,” he said. “The product lives up to its promise of being easy to hit for anyone and the proof of that for any retailer is how quickly it sells. High performance product at sensible price points is always going to sell and that is where Cobra has got it right just now. For these and other reasons, we would put KCSS-i in anybody’s hand and expect it to sell more times than it doesn‘t”

The impressive UK sales figures substantiate this success and the support from the trade. Nick Tempest, Cobra’s UK sales director is delighted. “Of course the drivers have quite rightly taken all the headlines,” he said, “and are no doubt driving the brand forward. However sustained growth comes from maximising sales across the entire product range, so to see such high demand and great feedback for the new King Cobra SS-i is very exciting

“With an extensive demo day programme and continued marketing presence across the summer you can expect to see even stronger results from Cobra in the coming months.”


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