Ashworth Golf is returning to the UK & Ireland golf apparel market following the signing of new distribution agreement between Ashworth owners YGM Group and ProQuip Golf.
The UK distribution deal also coincides with Ashworth’s reintroduction into the US market.
Grahame Jenkins, Ashworth license manager, said: “Ashworth is making a long-awaited comeback in the UK and Ireland. The brand enjoyed tremendous success during the 1990’s and 2000’s and was the original, authentic luxury lifestyle choice for discerning golfers.
“We’ve been away too long and now is the time to re-establish Ashworth as must-have golf wear in the UK and Ireland. ProQuip is the perfect distribution partner to help us reach our legacy audience, as well as win new market share. YGM and Ashworth is delighted to sign a long-term license agreement with ProQuip.”
Founded in 1981, ProQuip is one of the UK’s best-selling golf outerwear and apparel brands, and will now stock Ashworth polo shirts, quarter zips, hoodies, shorts and trousers.
Russell Brooks, general manager at ProQuip Golf, said: “Everyone remembers Freddie Couples winning The Masters in 1992 wearing the original soft cotton Ashworth polos and the way the Golfman evolved into more than a brand. Ashworth became a lifestyle movement and a philosophy that golf is more than a game, it’s a way of life.
ProQuip is excited to be part of the next chapter in Ashworth’s golf heritage story and will reconnect British and Irish golfers with its modern aspirational clothing.”
The brand unveiled its newest collections at the 2023 PGA Show in Orlando last month and has re-signed PGA Champions Tour player Fred Couples and two-time PGA Tour winner Tom Hoge to staff apparel contracts.
“I am thrilled to be back with Ashworth Golf and once again wearing the Golfman logo as I represent this legendary apparel line,” said Couples. “Ashworth was right there with me when I won the Masters and it was part of my success during so many memorable victories. Golfers the world over love this brand.”
Ashworth’s new lines feature a modern-day version of the original cotton polos from Ashworth, combining technical fabrics with natural fibres. Blending the highest quality cotton with performance microfiber enables Ashworth to enhance fit and all-day comfort, as well as the optimal amount of stretch as players move and swing.
ProQuip’s sales team will work across both territories to market Ashworth products to green grass retailers, hotel and resort courses and off-course accounts.
Ashworth UK and Ireland clothing collections will be available at retail from April. Retailers interested in stocking Ashworth should contact their ProQuip Sales agent or company Head Office via proquipgolf.net/contact-us/