The PGA Show is the quintessential spot for PGA of America Golf Professionals and buyers to discover new and emerging brands that can make a real difference in the look, breadth and profitability of their golf shops.
This year’s Show had no shortage of first-time displayers across categories – 240, to be exact – looking to make a splash in this booming marketplace.
“This industry is 100 percent healthier than it’s ever been, and you have to figure out what your vision is and stick to it,” said Todd Wakefield, Owner of Inward Half, a more recent entry into the golf apparel space with performance polos and midweight hoodies. “Our motto is, keep the patterns bold but the collections simple; do fewer SKUs, but make sure they’re extremely well done.”
Salty Cali displayed jewelry in the $40 to $50 retail price range with both golf- and non-golf themes. Last year was actually its first at the PGA Show, and the company went from having 20 to 30 on-course accounts to almost 300. “We’re still small enough to listen to people’s suggestions and put them into action,” owner Miriam Siefken said.
On the men’s side, Zipelly (pictured) introduced its Scottish Highlands-inspired brand where polos can be customized with prints that celebrate the unique features of a facility, while women’s brand LemonRose made its golf industry debut with a unique customizable collar that can be changed out from traditional golf to a more lifestyle or evening look with studs, pearls, rhinestones or piping.
Up and comers can take heart from the experiences of A. Putnam and Williams Athletic Club (both pictured), women’s apparel brands that offer sophisticated statement wardrobe pieces that started with small presentations three years and one year ago, respectively, and have both achieved notable success with large, bustling booth this year.
“My best advice to a new business is, show up,” Williams Athletic Club Founder Susi Proudman said. “The first year, you might not get many orders, but it’s about consistency. In a discerning market with educated buyers, you need to show up again and again and continue to put out great product. Repetition is reputation.”
A. Putnam Founder Ali Putnam attributes the quick rise of her brand to finding a niche that was underserved: women’s apparel that extended beyond the course to professional settings. “We left the first PGA Show with 40 customers; now we have 280 and 102 more scheduled appointments at the Show,” Putnam said. “It’s evidence that you can be successful as a new brand if you have a product that works for the industry.” —Lisa Goulian Twiste