Flagship ARCHIE jacket helps drive Q1 performance
Leading golf apparel brand Galvin Green has reported an increase in its value share of the UK outerwear market for the first three months of 2019 to top the sector with 35.4% - up from 30.1% in the same period last year. This share is greater than the next three brands combined*.
“Galvin Green has been the leading outerwear brand since Golf Datatech records began on apparel back in 2008. To maintain that number one position for more than a decade and to be out-performing the next three brands combined is a great achievement and testament to the brand’s reputation and our partnership with our valued customers,” said Greg Pearse, UK&I Managing Director.
“It speaks to the level of design innovation and fabric technology that the brand continues to deliver year after year. Having experienced the performance benefits during Ryder Cup matches, it’s why a number of elite Tour players have chosen to wear Galvin Green outerwear garments to help them perform at their best in difficult playing conditions,” he added.
The latest Golf Datatech audit showed that the average selling price for Galvin Green Outerwear garments was also up in Q1 at £185 (compared with £179 in 2018). In contrast, the average price of the nearest competitor is £73, while the highest other average price is just over £100.
“Our stockists will testify that we deliver more cash margin per sale and double that of most brands in the sector,” said Pearse. “Our Q1 on-course share remains the same as last year at 38%, while our off-course share has grown significantly from 17.4% in 2018 to 29.3% this year. This shows that core golfers are continuing to seek out and buy our brand,” he added.
Leading the growth in market share this year has been the flagship ARCHIE full-zip GORE-TEXâ waterproof jacket with super-stretch inserts and the smooth ‘slide & glide’ C-KNITä backer lining. “Jackets like the Archie have performed incredibly well and we’ve just launched the exciting new ASHTON ShakeDry jacket, which at 174 grams is the lightest GORE-TEX® jacket we’ve ever made. It’s already won awards from Golf Monthly, Todays Golfer and Golf Digest and we’re excited to see the impact it makes in Q2 and the rest of the year”, said Pearse.
The current Part One collection also features an expanded range of INTERFACE-1 jackets, the brand’s most versatile garment designed for golfers that can be worn on 95 of 100 rounds of golf. The full range can be found at www.galvingreen.com.