American Golf Plan To Open 30 New Stores

Golf superstore american golf has reported record sales in the 12 months to 31 January 2013, with growing sales of 3% to £133m. 

In the same period, the group’s club card membership rose by more than 160,000 to pass the one million mark, representing 25% of all UK golfers and underlining its dominant position in the market. 

The group, which employs a PGA Pro in every store, said the results were even more impressive given the challenging backdrop for the retail sector and the impact of adverse weather conditions on the number of rounds played, which fell by 13%.

Despite these difficulties, american golf’s share of the UK’s retail golf market increased to 28%, meaning the business is now more than five times bigger than its nearest competitor.   

The brand also opened its 100th store in Gateshead last month and is set to open up to 30 new stores over the next three years, including 10 during the first quarter.

This, alongside further significant investment in its UK and European e-commerce business – which currently delivers around 12% of total sales – is expected to increase revenue by 40%. 

It said its growth plans will create around 250 new jobs, taking its current headcount of 775 to over 1,000. 

New innovations planned in the year ahead include the introduction of iPad capability, which will enable all stores to sell customers any product in the entire range and have it in-store or at the customer’s home by noon the next day.

The group will also be introducing a new ladies “store within a store” concept, creating 11 centres of excellence across its estate as a destination for the growing number of female golfers, which currently represent around 15% of all players. 

Kevin Styles, who joined as CEO of american golf in June last year, said: “Last year was a game-changing one for the business. We delivered record sales and, more importantly, made some major improvements and investments to get the platform right for our next growth phase. 

“This included strengthening our e-commerce business, developing the best golf retail store format in Europe, further strengthening our merchandising & range authority and investing in our people.
 
“What didn’t change was our focus on helping customers improve their performance, by providing them with the best advice, expert fitting and the kit that’s right for their game. It’s all about saving our customers more shots.

“Performance is our proposition, and this is backed up by the expertise of our team, state of the art club fitting technology, the widest product choice, great value and the best multi-channel experience in the sector.”

During the year, the company’s best performing stores were Braidhills in Edinburgh, Clydebank in Glasgow and New Malden in Surrey.