Saturday December 9, 2023

PGA TOUR Superstore Leans Into In-Person Retail

  • The PGA TOUR Superstore plans to double its store count to 100 by 2026.
  • The brand has leaned into in-person experiences to lure customers.
PGA Tour Superstore
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E-commerce accelerated across the economy during the pandemic, but the PGA TOUR Superstore is leaning into in-person retail as it charts its growth plan.

Though online retail rose to 20% of the golf equipment and apparel store’s sales during the pandemic, “it’s shifted back to more like 10 or 15%,” CEO Dick Sullivan told Front Office Sports, “which is sort of eye opening because the whole world has changed.”

  • There are 53 locations at present, with plans to grow to 58 by the end of the year.
  • The brand plans to have 100 stores open across the U.S. by 2026.
  • Stores opened recently in Philadelphia and Charlotte, with plans to add three spots in California this year.

The company is looking to grow its retail footprint 20-25% annually. “We believe the wheels will start to wobble beyond that point,” said Sullivan.

Live Experience

The PGA TOUR Superstore offers lessons, putting green, golf technology, and various customizations such as club grips to lure people in.

“We want 85 to 90% of the consumers to come into our stores, because of the experiences that they get,” said Sullivan.

The stores also lean more heavily on apparel than many other golf stores, which are more equipment-focused. Footwear sales grew 67% year-over-year in fiscal 2021, and women’s apparel sales increased 59%.

Much like the growth in athleisure, Sullivan noted that many people are purchasing golf apparel to wear on a day-to-day basis.

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