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Callaway’s TravisMathew brand is well-known for its men’s clothing and golf apparel, but on Tuesday the company unveiled something new: a women’s line.
TravisMathew was acquired by Callaway in 2017 for $125.5 million, and before Tuesday, counted around 30% of its customer base as women buying products for men — and women on golf courses hit 25% last year, up from 19% 10 years ago.
Director of women’s product Lindsay Browder told Front Office Sports the company saw a gap in the market sparked by the pandemic — elevated casual wear.
- The new tees, polos, pullovers, and other apparel aren’t golf-specific but can transition to the course, Browder explained.
- Long-term, the line may include performance lifestyle pieces, footwear, headwear, and accessories.
The “soft launch” is available online and in all 32 brick-and-mortar stores — it plans to have 40 open by the end of the year and a full launch by the end of 2023.
“We’re bullish on it, but we think women could make up 20-25% of our direct-to-consumer [sales] in the next couple of years,” Browder said.
TM’s Momentum
Across four brands, Callaway’s fourth-quarter apparel revenue increased 39.8% to $153.9 million. TravisMathew has added the NFL’s Matt Ryan and Jimmy Garoppolo, MLB’s Corey Seager, and the NBA’s Alex Caruso as ambassadors.
CEO Ryan Ellis told Front Office Sports that the company will open “partnership doors with golf courses and key retailers in 2022, both domestically and internationally.” It’s already Nordstrom’s No. 1 menswear brand.
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