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News Commentary Opinion
Abacus apparel: look great – play great
By ED TRAVIS, Editor FrontPageGolf
By ED TRAVIS, Editor FrontPageGolf
| Copyright MMX, Front Page Golf. All Rights Reserved. www.FrontPageGolf.com is a trademark of FrontPageGolf. |
Loiter a while near the first tee of
any course in America and you
quite probably will come to the
conclusion a lot of American
golfers have no sense of style, are
apathetic about what they wear or
both. Men and, truth be told even
some ladies, tee it up in unstylish,
unflattering even ugly attire.
However these unstylish and
unflattering problems can be fixed
and joining the “look great – play
great” movement is only a matter of
paying attention to what’s current.
To make that conversion from
mundane to modern easier a
company popular in Europe has
introduced to America their line of
stylish and what some might say
cutting edge apparel.
Abacus, based in Sweden, is one of
the hottest golf apparel lines in the
world with retail sales in twenty
countries, just not the U.S.; which of
course explains American’s
unfamiliarity but that is changing.
Abacus has now entered the
American golf apparel market via a
distributor from Canadian.
After ten years in business Abacus
has gained kudos primarily for
outwear - think Sweden, any time of
the year - but says the U.S. effort will
also include lifestyle lines. The
brand has styles for men, women
and children with pricing generally
in a given category’s mid-range with
some styles slightly more.
any course in America and you
quite probably will come to the
conclusion a lot of American
golfers have no sense of style, are
apathetic about what they wear or
both. Men and, truth be told even
some ladies, tee it up in unstylish,
unflattering even ugly attire.
However these unstylish and
unflattering problems can be fixed
and joining the “look great – play
great” movement is only a matter of
paying attention to what’s current.
To make that conversion from
mundane to modern easier a
company popular in Europe has
introduced to America their line of
stylish and what some might say
cutting edge apparel.
Abacus, based in Sweden, is one of
the hottest golf apparel lines in the
world with retail sales in twenty
countries, just not the U.S.; which of
course explains American’s
unfamiliarity but that is changing.
Abacus has now entered the
American golf apparel market via a
distributor from Canadian.
After ten years in business Abacus
has gained kudos primarily for
outwear - think Sweden, any time of
the year - but says the U.S. effort will
also include lifestyle lines. The
brand has styles for men, women
and children with pricing generally
in a given category’s mid-range with
some styles slightly more.
A sure sign of acceptance from European golfers is that Abacus was
provider of clothing for the Euro’s two most recent Solheim Cup teams.
Still corporate sales are only around $10 million which makes Abacus
tiny in the overall world market.
But the company points out their growth rate is better than 20 percent a
year for the past five years and now that they are entering into the world’
s biggest golf market that rate will probably accelerate.
Another positive sign indicating potential retail success was the
acceptance (make that enthusiastic acceptance) by the golf retailers
and professionals at the PGA Merchandise Show earlier this year.
Abacus received a lot of attention and walked away with an award as
one of the ten best new products out of the thousands on display.
Shane Brett, divisional vice president at Caulfield Apparel Group Ltd,
the distributor of Abacus in US and Canada said of their experience at
the PGA Merchandise Show, "We met with some of the biggest and
most prestigious golf clubs in the U.S. and heard rave reviews from all
of them. Over and over, people commented that ‘Abacus is the most
exciting brand here’, ‘the product and design looks so fresh’, ‘we
haven't seen anything in the market like this’, and so on.”
Look for Abacus to been a consumer oriented advertising campaign as
more shops around the country begin carrying the brand.
provider of clothing for the Euro’s two most recent Solheim Cup teams.
Still corporate sales are only around $10 million which makes Abacus
tiny in the overall world market.
But the company points out their growth rate is better than 20 percent a
year for the past five years and now that they are entering into the world’
s biggest golf market that rate will probably accelerate.
Another positive sign indicating potential retail success was the
acceptance (make that enthusiastic acceptance) by the golf retailers
and professionals at the PGA Merchandise Show earlier this year.
Abacus received a lot of attention and walked away with an award as
one of the ten best new products out of the thousands on display.
Shane Brett, divisional vice president at Caulfield Apparel Group Ltd,
the distributor of Abacus in US and Canada said of their experience at
the PGA Merchandise Show, "We met with some of the biggest and
most prestigious golf clubs in the U.S. and heard rave reviews from all
of them. Over and over, people commented that ‘Abacus is the most
exciting brand here’, ‘the product and design looks so fresh’, ‘we
haven't seen anything in the market like this’, and so on.”
Look for Abacus to been a consumer oriented advertising campaign as
more shops around the country begin carrying the brand.