- Golf Retailing caught up with
Helen Willsmer, Brand Director of Callaway Apparel, at the PGA Show, to find out about how the brand is growing, and enhancing its service in 2025.
How has the PGA Show been?
There’s been a real buzz and it’s full of positivity. There are a lot of strong brands fighting for business. But despite that It’s the busiest I’ve been in years. I’m having to squeeze people in between appointments, as there has been so much interest.
What is Callaway Legacy?
We’re launching a very special, all-new product capsule called Legacy. It’s a very tight collection, and for this first season we are working with a select group of retailers across Europe. Using the strength of the Perry Ellis fashion design team, we have crafted a lifestyle collection that is very different to anything we have done before. This is true on course and off course golf apparel. It shows off what we can do. More on this very soon!
How do you balance tradition and modernity in golf fashion?
Golf has a traditional uniform, and many golfers like that. While there’s a push for more casual wear, especially for women, most golfers still want apparel that looks and feels like golf clothing. The key is creating modern designs with classic influences.
Are you seeing a resurgence in knitwear?
Absolutely. Knitwear is having a revival, and while technical apparel is still crucial, a good knit piece remains a golf staple. Fewer brands are doing knitwear now, which gives us an opportunity to innovate – perhaps with a technical wool V-neck that’s water-repellent.
How does layering fit into the collections?
Layering is key, especially for retailers who prefer to focus on outerwear rather than polos. We’ve designed pieces with different weights and technical properties, like water-resistant but breathable fabrics. Our collections are built around a navy and black palette, ensuring a clean, versatile look.
Why should retailers consider stocking Callaway Apparel?
Callaway Apparel isn’t just about great products and innovation, we also offer valuable add-on services that can make life easier for retailers. While we’ve always focused on pre-booking and product development, we’ve recognised that in-season opportunities are just as crucial for retailers looking to drive sell-through. Golfers play in all conditions, whether it’s a monthly medal or a club tournament, so having the right apparel is essential.
What are some of the services Callaway Apparel offers to retailers?
One of the key areas we’ve invested in is our embroidery service. We’ve significantly upgraded our capabilities to provide a more efficient process. We’ve also expanded our facilities, now operating four embroidery houses, two in the UK and two in Europe, to accommodate different logistical needs, particularly post-Brexit.
How has the embroidery service been enhanced?
We’ve streamlined the entire process to make it as simple as possible for retailers. We know that for many professionals, apparel can feel like a hassle, they’d prefer to focus on coaching or custom fitting. However, they also recognise that teamwear and logoed apparel offer great margins. Our goal has been to make ordering as easy as possible so that pros can maximise their revenue without extra effort.
Can you explain how the new system works for retailers?
We’ve redesigned our system to be intuitive and efficient. Later this year, retailers will have access to a B2B platform where they can upload their club logo, select apparel, and choose embroidery placements, left chest, right sleeve, collar, etc, with just a few clicks. Once the order is placed, the retailer gets a confirmation, the embroidery house receives the details and a few days later, the order is ready.
What turnaround times can retailers expect?
If the logo is already in our system, we can turn orders around in as little as five days. If a new logo needs to be set up, the timeline depends on how quickly the retailer provides approval. In peak season, turnaround times may extend slightly to 10 days, but we’re working to maintain our five-day standard whenever possible. Our turnaround times are highly competitive, aligning with industry standards of five to ten days. The key difference is that we’ve designed our system to be as retailer-friendly as possible, removing unnecessary steps and ensuring a smooth experience.
How does Callaway Apparel cater to golf clubs specifically?
Our approach is all about supporting golf clubs and their members. The embroidery service isn’t just about adding a Callaway logo, it’s about making club branding easy. For clubs that buy into our in-range apparel, we offer left-chest embroidery free of charge, ensuring they get a professional look without added costs. The goal is to be a true one-stop shop, where retailers know they can come to Callaway for both quality products and top-tier service.
What’s the main message for retailers considering Callaway Apparel?
It’s simple, Callaway wants to make life easier for retailers. We provide the right products, an enhanced embroidery service, and the logistical support needed to keep operations running smoothly. Whether a retailer is looking for teamwear, club-branded apparel, or a reliable apparel partner, we’re ready to help. GR
