Global Edition

Direct Golf UK Unveil 21st Store

12.27am 2nd April 2012 - Corporate - This story was updated on Tuesday, April 3rd, 2012

Andrew Mellon and John Andrew.

Direct GolfUK, Europe’s leading multi-channel golf retailer, have continued their national expansion plans by partnering with the world famous Elmwood College and adding the retail site at Elmwood Golf Club and Driving Range, Scotland, to their ever-growing portfolio of stores.

Celebrating their 21st year, Direct GolfUK has moved quickly to secure greater geographical and retail coverage in 2012 with two new sites already in Scotland, in both Dundee and Edinburgh, one in north-east England, on Teesside and now their 21st retail site at Elmwood Golf Club, Cupar, just a few miles outside St Andrews.

Direct GolfUK will take over the range and retail operation at Elmwood Golf Club from May 2012 and a delighted John Andrew, Chairman, commented: “We are excited to be adding another retail outlet in Scotland. With such a great response already by the Scottish public to our new stores in Dundee and Edinburgh– we have actively been looking for new sites north of the border.”

Elmwood Golf Club is owned and operated by Elmwood College, recognised as a national and international centre for golf-related studies and following the recent store openings in Dundee and Edinburgh, where a large number of job candidates had come through Elmwood College, inspired Class AA PGA Professional John Andrew, to want put back into the game and build a closer relationship with the College.

As well as powering the pro shop and driving range, Direct GolfUK will actively be assisting the golf students with their studies as their expertise in retail, club fitting, coaching, customer service and product knowledge allows Direct GolfUK to expand the current curriculum to help students find a rewarding career in golf.

Andrew Mellon, Golf Operations Manager from Elmwood Golf College, said: “The partnership with Direct GolfUK goes a lot further than just taking on the retail side of the golf facility. With over 20 years experience in golf retail, customer service and club fitting they will provide invaluable knowledge and insight for our students.”

The site at Elmwood features a testing Par 71 18 hole pay-and-play golf course, excellent driving range and academy with one of largest grass short game areas in Europe, as well as a restaurant and conference facilities – all overlooking the beautiful Fife and St Andrews countryside.

In addition, to the Pro Shop, Direct Golf UK will also stock the driving range and academy, which includes 6 indoor bays, 16 outdoor grass bays, 12 coaching bays and a teaching, video analysis room – with all the latest products for demo and testing along with  the latest industry-leading Global Play golf simulator. And with Europe’s largest multi-channel golf retailer, offering their mix of world class customer service, huge stocks allied with the best prices in the UK, the site and course are sure to go from strength to strength.

The news follows a hugely successful 2011 for award-winning Direct GolfUK, who has bucked the trend of golf retailers in these tough economic times by not only posting record revenues but also investing significantly in an aggressive retail growth strategy. Opening five new sites in 2011 and a further four stores in early 2012, Direct Golf UK has increased their retail portfolio from 12 to 21 sites across the UK and driven their retail revenues to their highest levels in the company’s 20 year history.

With an improved online shopping experience at, new retails sites and the creation of Direct Golf TV, Direct GolfUK continue to expand and improve every area of their business.

“As we enter our 21st year in business, it is befitting our 21st store should be in the home of golf and at the same time be helping students of the game find a rewarding career in golf,” added class AA PGA Professional Andrew.

Direct Golf UK


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