Glenmuir, one of Europe’s leading golf apparel brands, is celebrating a ‘summer of success‘ – which includes reporting a sixteen per cent year-on-year increase in sales.
The extensive marketing initiatives implemented by the Scottish based company continue to help contrast recent reports which signalled a general slowdown in the golf industry.
Glenmuir’s greater emphasis on a sport-technical look for 2009 was given massive exposure in the Ryder Cup, as Nick Faldo’s European Team wore the company’s Performance Shirts – featuring the moisture-wicking Coolmax ® fabric.
And a specially-commissioned TV advertisement ran for more than eight weeks on Sky Sports and Setanta in the build-up to the competition and highlighted the drama and excitement of the Ryder Cup and Glenmuir’s proud association with the European team, which will extend to an impressive 23 years at The 2010 Ryder Cup in Wales.
The ad began airing just weeks after Glenmuir reported a highly successful return to The Open Championship after a 12-year absence, where staff experienced a 90% sell through of Claret Jug embroidered items in the Official Merchandise Tent.
An expanded Performance Shirts collection forms the cornerstone of Glenmuir’s new Spring/Summer 09 collection, officially unveiled at Golf Europe, Munich, whilst the new Autumn/Winter 09 range is already on course to be one of the most popular ever produced.
Andy Bough, Glenmuir marketing director, said, “This has been a glorious summer for Glenmuir. This has not only been reflected in sales – we are also delighted with the added brand exposure generated by our TV campaign and our association with two of the biggest golf events in the world in The Ryder Cup and The Open.
“It has been important for us to communicate the branding changes that continue to drive the Glenmuir marque forwards and to make golfers aware of our commitment to ongoing product development, particularly in the field of sport-technical fabric innovation and design.”
As well as raising its profile alongside some of the world’s most-watched golf events, Glenmuir also used 2008 as an opportunity to reinforce its reputation among PGA professionals with additional investment in the Glenmuir PGA Professional Championship, which attracted a record number of entrants this year.
And in July, the company announced that its had signed an agreement with the McSport Group to acquire all rights to the MacWet brand for golf, meaning Glenmuir assumes control of the brand for gloves and all other uses on an international basis.
Glenmuir is preparing to launch a new Winter Glove this autumn, to accompany the Classic Glove already in the market. The winter glove uses the all grip no slip fabric technology in combination with a high tech wind proof and breathable insulating fabric to keep out the cold without compromising performance.
Added Andy Bough, “This year is proving to be one of the most exciting and successful in the history of Glenmuir. Taking a fresh approach to our support for the PGA Professional Championship and acquiring the rights to the MacWet golf brand – alongside all of our rebranding, product development and sponsorship initiatives – help to underpin our status as one of the most popular apparel brands in European golf.”
Glenmuir Ltd www.glenmuir.co.uk