Turnover at the Huddersfield-based golf retailer was up 27 per cent for June, compared with the same month last year – the ninth consecutive month this financial year that figures have shown an improvement – as the brand looks to continue its expansion by opening further stores in 2015.
Direct Golf began the year with a flourish after posting record-breaking winter sales figures and now sits 25 per cent up for the whole year, potentially paving the way for a record performance – all at a time when the sector is perceived to be struggling.
Direct Golf, which was set up in in 1991 by PGA Fellow professional John Andrew, has reinvested substantially in the past year to improve the ‘customer experience’ and it is seeing a substantial return on that outlay, picking up a recent accolade for outstanding on-line customer service: the inaugural Oracle Retail Ruby award for ‘best in ecommerce convenience’.
Earlier this year the company opened a new store in Southampton – Direct Golf’s southern-most outlet and part of an expansion plan which will double the number of stores from 20 to 40 by 2018 – with at least one more new outlet scheduled for 2015.
Meanwhile, a substantial investment in refurbishment across the country has seen the introduction of new state-of-the-art apparel and footwear departments plus a ‘brand shop in shop’ experience.
Mr Andrew said: “I’m delighted that Direct Golf is continuing to defy the overall downward trend in the golf industry while outperforming our competitors. It’s a very competitive marketplace and you have to get everything right to flourish and it’s testament to our staff and senior management team that we are able to targeting continued growth of the business in this way.
“It’s also great news for our loyal customers who will continue to reap the benefits of our investment in bricks-and-mortar and on-line retailing, and on the award-winning customer service ethos within.”
Direct Golf UK has enjoyed massive growth in 24 successful years of trading. Starting with one small shop in Huddersfield, it now has 21 retail outlets nationwide and a significant portion of the web and mail order golf market.