Direct Golf UK has entered into a partnership with global sports retailer Sports Direct to help grow and promote the game in the UK and Europe. The deal sees Sports Direct take an equity stake and provide funding to fulfil Direct Golf’s stated ambition to become Europe’s number one golf retail specialist. John Andrew, owner and founder of Direct Golf, retains majority ownership and day-to-day control of the business.
Direct Golf UK has experienced significant growth over 23 years of trading, beginning with one small shop in Huddersfield. The company now has 20 retail outlets nationwide and major web and mail-order sales. Sports Direct provides best in class experience in relation to supply chain buying and merchandising, logistics, brand building and marketing as well as online capability.
Andrew, stated, “Teaming up with Sports Direct is a fantastic opportunity for us and will give Direct Golf access to many new and attractive market opportunities. This deal gives the company the funding to realise our goal of becoming Europe’s leading golf retail company by expanding our existing store portfolio with the roll-out of a golf superstore concept with eyes on acquisition to accelerate growth. This is my 30th year as a PGA professional and it’s our goal to become the retailer of choice for golfers in Europe, and we believe this new collaboration will make that aim possible.
“The opportunities with the Sports Direct group are endless and being close to such a successful retailer fills me with great excitement. Areas of the golf industry have been in decline now for several years in the UK and I see this move as a massive positive for both the industry and Direct Golf. One of the major comments I hear from people who take up golf is that the game is too hard. They get frustrated and eventually give up because it takes too long to learn. It’s our aim to overcome this by introducing a number of exciting new initiatives.”