SGBGolf_Feb09_p16 25/1/09 15:36 Page 16
Field Report
Return of the
Great White Shark
Despite turbulence at Greg Norman Collection’s parent company MacGregor
Golf, the new licensee of Greg Norman Collection in Europe, Severn Under Ltd,
is promising fast service and an expanded range. Robin Barwick spoke to
Severn Under’s Tony Wilkinson and Roy Howell
I
t was a period of rapid re-shuffle and retreat at only privately funded brand in our sector,” adds Howell.
Greg Norman Collection and parent company “Therefore we can act quicker than bigger companies that
MacGregor in 2008. In the summer, John Ennis, need approval through usual chains of command. We intend
president of MacGregor Golf Europe for the best to increase out market share quite substantially.”
part of 20 years, parted company with the troubled They have had to act fast too, because while most of their
manufacturer. Greg Norman Collection’s European competitors were launching complete Spring-Summer ranges
boss Tony Wilkinson was appointed European general in the autumn, Wilkinson was dashing around to source new
manager for both MacGregor and Greg Norman products such as woollen garments, trousers and socks – the
Collection in July, but no sooner had the ink dried 25% of GNC’s expanded European range that has not been
on Wilkinson’s signature that MacGregor’s European designed and sourced from the United States.
operations were scrapped altogether, with the GNC’s target market remains more traditional golfers,
exception of the isolated German market. perhaps aged 40 and over, or in other words, golf’s ruling
Then in October, newly formed company Severn Under became the majority. GNC’s core Play Dry Performance line is aimed at them. “We start
licensed distributor of Greg Norman Collection (GNC) in Europe. Taking on with high-quality, moisture-wicking polyester which is very comfortable,”
his third job title in four months was Severn Under’s brand director says Wilkinson. “Then we blend it with Egyptian cotton and Lycra, so the
Wilkinson. As for MacGregor, SGB Golf understands that - apart from in garment is high performance but also nice to touch. The older golfer
Germany - it is a ‘dormant’ brand in Europe, while it continues to trade in believes a good shirt must have that cotton feel, so our top-end shirts feel
the United States, continues to have Greg Norman seated as chairman and like cotton, but have performance characteristics. Those shirts will account
major shareholder, and continues to own the GNC brand worldwide. for about 40% of our business.”
“MacGregor pulled the European operation last year mainly due to the So far the signs are promising. With GNC shirts retailing between
MacGregor situation, as opposed to the Greg Norman Collection situation,” £25 and £50, Howell claims that bookings so far in 2009 have made up
explains Wilkinson. “That gave me the opportunity to re-invest in the for lost time and are up 30% on this time in 2008. The UK remains GNC’s
business and secure the license, which is where Roy Howell got involved.” strongest European market, with supporting strongholds in Portugal
Howell is new to the golf trade. The Shropshire-based businessman has and Denmark.
enjoyed success in the gaming industry, and part of the attraction to Howell “Once we have developed our range and won back the confidence of our
of backing GNC is a synergy with his embroidery company, Corporate Togs. customers – who were waning because of the difficulties the head company
“Basically it is business as usual,” says Wilkinson, “except we are going to was facing - there is huge potential,” says Howell. “So we are delighted all
be servicing customers a the experienced GNC sales agents have
lot quicker than we had joined the new company. As mergers go
done previously. We will on elsewhere, those brands will distance
have all our stock and themselves from customers, whereas we
embroidery on one site.” are getting closer to them,” says
“We will provide the Wilkinson when considering the effects
fastest turn-around of of the slow economy.
any golf apparel supplier “People are more likely to buy a golf
in the UK,” adds Howell. shirt than a golf club in this climate.
The decision-making Corporate bookings at clubs are in line
process at GNC Europe with 2008 golf shirts are still selling. I
will also be faster, as believe the market is driven more by
it no longer stretches weather than economics, so if we see
across the Atlantic and good conditions in Spring, I think we’ll
into the ravines of a have a good year.”
US conglomerate. Greg Norman Collection has set out its
“I like that we are the stall for 2009. Now it must deliver.
16 SGB GOLF FEBRUARY 2009
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