American Golf To Open New ‘Concept Stores’ In The South

American Golf has stepped up its expansion plans with three new store openings in the South of England, including two ‘concept’ stores that will combine technological advancements with PGA qualified professionals. 

The new stores at Hedge End and Stevenage are its latest ‘concept’ stores, which combine the likes of virtual reality golf nets and video swing analysis with PGA professionals to help amateurs improve their performance.

The multi-channel retailer will also use its new concept stores to trial the latest products and technology on the market. Its Hedge End store is piloting the K-Vest system, which uses wireless sensors located on a golfer’s body to produce a 3D biomechanical profile of their swing. The information is available in real time via video analysis and can be used to correct faults and improve the mechanics of a golfers’ swing.

American Golf’s Operations Director, Peter O’Riordan, said: “The new concept of stores we are introducing are a direct result of feedback received from our customers. The research we carried out showed they want to understand how the right equipment can help them hit longer, straighter and improve their overall scores.

“This is what we are creating in our new stores. The combination of technological advances, the widest brand offering and expert counsel from PGA professionals ensure that our customers receive the best retail golf experience in Europe.”

The two concept stores will be joined by another shop in Canterbury, under plans to add 30 stores to its portfolio during the next three years, creating 250 new jobs in the process and come after the company posted record sales of £133m for the financial year ending January 2013.  

Kevin Styles, American Golf’s Chief Executive Officer, added: “As the business was founded in the North West our store portfolio is naturally weighted towards the North and Scotland.  We believe there are significant growth opportunities for us in other parts of the country and especially in the South, as there are more golfers in this area than anywhere else in the UK.    

“We help golfers improve their performance by providing specialist advice and the equipment that is most suited to their game.  It is about saving them shots when they are out there on the course.  We are confident this approach will help us break into new locations.’    

The latest store openings have created 30 new jobs and future improvements across the estate include the creation of a ‘store within a store’ concept to cater for the growing number of female golfers, which currently represent 15% of all players.     

Following the latest store openings, Warrington-headquartered american golf has 103 stores nationwide and employs around 800 staff.