Global Edition

‘Customer First’ strategy helps Abacus Sportswear post 10% sales increase

6.01pm 27th May 2014 - Corporate


Sven-Olof Karlsson Owner and Managing Director of Abacus Sportswear
Sven-Olof Karlsson Owner and Managing Director of Abacus Sportswear

Abacus Sportswear, a pioneer of stretch waterproof fabrics and Official Licensee of The 2014 Ryder Cup, has reported a 10% rise in Europe sales for the first half of 2014, a performance driven by a highly focused ‘customer first’ retail strategy.

The increase comes after the Swedish technical clothing brand made a series of important strategic decisions, highlighted by the expansion of its sales force in Europe – including the creation of a new Key Account Manager role in the UK – and the appointment of a new distributor, Golfers World, in The Netherlands.

Owner and Managing Director, Sven-Olof Karlsson, commented: “Our goal has been to inspire our retailer network, and to do so we are developing strong partnerships and offering as much support as possible. We have also invested in working with only the best distributors in new and growing markets, so retailers are able to see clear and measurable benefits from their relationship with abacus®.”

Abacus Sportswear has also strengthened its Asia-Pacific distributor network with Affinity Golf serving the Australia, New Zealand and Fiji markets, an appointment that will also help the brand activate its partnership with The Asian Tour.

“Developing trusted and progressive relationships with key partners like The European Tour, The Challenge Tour, The Solheim Cup and The Asian Tour is crucial to our on-going success and demonstrates our commitment to the professional game. These important partnerships also help fuel our success at green-grass level, as our early 2014 sales results demonstrate,” added Sven-Olof.

Abacus Sportswear has also announced the expansion of its brand ambassador programme with the signing of Legends Tour player and winning 2013 Solheim Cup captain, Liselotte Neumann and Challenge Tour player, Steven Jeppesen. They join current European Senior Tour player, Steen Tinning, and European Tour professional, Richard S Johnson.

Abacus Sportswear


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