According to Tony Wilkinson, President of Greg Norman Collection (Europe), the brand has made an impressive turnaround in spite of the challenging trading conditions over the last two years. The business is now firmly on course with projected sales of the new Spring Collection already up 60% on 2010 and an increased accounts base, which has doubled to nearly 400 golf pro shops.
Wilkinson who has restructured the business over the last 12 months, puts its reignited success down to providing a quality clothing range with classic design and easy care appeal, which golfers want and can afford. This reflects the ethos of the range, which focuses on high performance fabrics in traditional styles.
As Tony Wilkinson explained: “The opportunity for golf pros to create an eye-catching fashion story, with a minimum of just six pieces, gaining immediate access and fast delivery to top up stock levels, is a winning formula.
“Pre-orders for the Spring fashion collection will be delivered early February and the new Bondi Beach, Maori Shores and Royal Heritage ranges for men and Newport for women have been particularly well received. Designed for performance with style in mind, complete with FREE origination and embroidery of club crests, the new fashion ranges complement the classic basics range as perfect co-ordinated partners.
“Providing a superior customer service to the golf market is definitely a critical success factor and club embroidery now accounts for 35% of the business and is rising on the back of fast order completion and delivery from 1 – 1000 pieces”, he added.
Expansion plans are also on the horizon with an enlarged regional network of agents to extend the brand’s reach and levels of service across the UK.
Wilkinson and his team are totally focused towards building the shark brand in 2011 and with exciting new collections to be unveiled during the summer and autumn months, together with an expanded team, the future for Greg Norman Collection looks an encouraging one.
Greg Norman Collection www.gregnormancollection.com
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