Global Edition

Direct Golf strengthen Senior Management Team

11.34pm 4th November 2014 - Corporate

Neil Bell and Peter Riordan
Neil Bell and Peter Riordan

Direct Golf has announced two new appointments to their Senior Management team in their quest to become Europe’s number one specialist golf retailer.

The recent investment from global sports retailer Sports Direct has allowed Direct Golf to put exciting plans to grow the company into action, with the appointments of Lee Brown and Peter Riordan in consultancy roles.

Lee Brown will be working closely with direct sales director James Toase, focusing solely on Direct Golf’s digital offering – with the goal to improve the already award-winning website and expand into Europe.

Brown is best known as the man behind the successful website Online Golf. After launching in 1999, he built the site into a business with annual revenues of £14 million, before selling it to American Golf in 2010, where he was appointed Ecommerce Director.

After leaving American Golf in May 2011, Brown set up his own Ecommerce consultancy business. Ellegra Limited.

Direct Golf Chairman John Andrew said: “Lee brings a wealth of experience and knowledge in Ecommerce and with his expertise in the golf industry he is a great addition to our senior management team.

“It goes without saying we are very excited to be working with Lee and look forward to taking our website to the next level.”

Direct Golf also has exciting plans to expand its retail offering by investing in new stores across the UK – with plans to expand its portfolio from twenty to forty stores over the next three years.

Neil Bell, Managing Director is to concentrate on the store expansion plan and will be working with Peter Riordan who also joins the team on a part-time consultancy basis.

Riordan was the Retail Director at American Golf and played a major part in growing their store portfolio, and is now the Managing Director of specialist retail services company Wise Old Dog Ltd.

Bell said: “Our stores have always been the main pillar of our growth over the last 24 years and plans to expand our store portolio have always been in the pipeline.

“With our recent investment from Sports Direct and market opportunities in front of us, we believe now is the time invest in new stores. Peter has great experience in the retail market and I’m looking forward to working closely with him to deliver the new store rollout plan over the upcoming months.”

Direct Golf UK has enjoyed massive growth in 24 successful years of trading. Starting with one small shop in Huddersfield, it now has 20 retail outlets nationwide and a significant portion of the web and mail order golf market.

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