Global Edition

Hole19 launches new e-commerce store

8.32am 21st June 2024 - Retail

Online golf apparel and accessories retailer Hole19 has announced the launch of an innovative new e-commerce store.

Designed to connect the best brands in golf to the Hole19 audience, the platform leverages best of breed technologies and a business model that is revolutionary in the golf space.

“Our promise to golfers is an unmatched customer experience, leveraging our bespoke tech stack to provide every visitor with their own personal pro shop, and a completely unique on-site experience,” says Chris Somerton, Head of E-Commerce at Hole19. “We do so by considering the unique personal preferences of each golfer, and reflect these preferences in a much more relevant and engaging shopping experience. The result is unlike anything offered in golf retailing today.”

The platform operates as an extension of Hole19’s partner brand’s direct-to-consumer channels. This means that brand partners have full control over the product assortment offered on the platform, as well as the pricing. The benefit of this model to golfers is that it allows allows Hole19 to offer a much wider range of products than traditional retailers, from tees to simulators and every category in between.

Initially, the platform launches in the UK, with expansion into the EU planned by the end of 2024, and the US in Q2 2025.

”Empowerment is key part of our purpose at Hole19, both for golfers, and our brand partners”, says Somerton. “Our new e-commerce platform empowers golfers with a completely personalised shopping experience, and our partners, by leveraging a commercial model that puts control firmly back where it belongs, in the hands of brands.”

There is no cost to brands to integrate with, or trade on, the platform, which is a key point for Anthony Douglas, CEO and founder of Hole19. “Our platform is designed for all, from the most well established brands, to those taking their first steps in the industry. We recognise the difficulty of achieving growth in golf, and so we have actively removed all barriers to entry in reaching our audience, so we can provide brands the means of new growth in our game.”

2024 sees the Hole19 group undergo a significant strategic shift, with brand partnerships a key focus. “E-commerce allows us to build on the strength of our partnerships with key players in the industry”, adds Douglas. “In 2024, we are focussed on doing more with less, which means working more closely with select partners, across the Hole19 group, to create more meaningful and relevant experiences for our golfers.”

Brands working with Hole19 can expect to receive unique holistic customer insights, from marketing engagement through to shopping behaviour. This 360° view of customers, at a time where the golfing audience is at its most diverse, is invaluable to brands who seek to make informed, data driven decisions when building commercial strategy.

The Hole19 store is available at


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