Following bumper online and in-store Christmas sales, Europe’s leading multi-channel golf retailer has not only posted record figures for the quarter against a record 2011/2012, but also record first quarter sales for the 21st consecutive year.
John Andrew, Chairman and Class AA PGA Professional, commented: “While Christmas is typically our busiest time of the year, the figures have exceeded all expectations. They demonstrate that consumers buy with confidence from Direct Golf with our 100% satisfaction guarantee and appreciate our mix of World Class customer service, huge stocks, super fast delivery allied with the best prices in the UK.”
Online sales were the ‘shining light’ after some innovative and aggressive marketing campaigns in the run-up to Christmas and the New Year. With over one million emails sent to new data and their award-winning 156-page catalogue mailed to over 220,000 golfers as part of their Christmas promotions, the leading multi-channel golf retailer continued to buck the trend of retailers and drive sales with aggressive marketing initiatives.
As a result, golfers swamped the company’s stores and website www.direct-golf.co.uk, with Direct Golf witnessing a 58 per cent spike in online sales during just one week in mid December. With over 6000 parcels dispatched in one week from its Huddersfield distribution centre, the record week saw customer service and warehouse employees work through the night to ensure consumers got their goods in time for Christmas.
Established in 1991 by British PGA Professional John Andrew, Direct GolfUK remains 100% privately owned by its founder. Now Chairman, Andrew has taken the business from one store in Huddersfield to 21 stores across the UK, over 300 staff including 50 PGA Professionals, a 75,000 sq ft warehouse and the largest, most responsiveness, database of golfers to become the leading multi-channel golf retailer in Europe.
Since 2010, Direct GolfUK has added nine new retail sites taking their portfolio from 12 to 21 stores and posted consecutive record financial years in the process. Now in heading into their 22nd year of business, there are even more aggressive growth plans for 2013.
“We have invested significantly over the past couple of years in expanding our retail coverage and improving all aspects of our business and as a result have taken market share from our competitors, in a very tough market. For 2013, we have some exciting plans for the business and these early results are extremely encouraging for the rest of the year” said the Direct Golf Chairman.
Direct Golf UK’s biggest ever sale is now on, with 20% off while stocks last. Visit www.direct-golf.co.uk for more details.