American Golf launches Ladies ‘Store within a store’ concept

    American golf, one of Europe’s largest multi-channel retailers of golfing equipment and accessories, has introduced a new ladies’ ‘store within a store’ concept across several stores in its estate to cater for the growing number of female golfers.

    The concept has seen the launch of dedicated ladies stores inside several of the retailer’s bigger sites, offering an extensive range of clothing, equipment and accessories for female golfers.

    Earlier this month Gateshead and New Malden became the latest stores to launch the new format.  This follows a successful roll out earlier in the year across several sites, including Braintree, Milton Keynes, Eastleigh, Southampton and Cork.

    Each ‘store within a store’ offers lady golfers a comprehensive range of products and services designed to help them improve their game.  These include a bespoke club fitting service, specialist footwear, advice from a professional and an extended clothing range from brands such as Nike, Galvin Green and Ping.

    The retailer has plans to roll out its new ladies format in other locations across the UK to cater for the growing number of female golfers, which currently represent 15% of all players.

    Dan Gathercole, Head of Marketing at american golf, said: “We have introduced the ‘store within a store’ concept to help lady golfers improve their performance by providing them with the kit and equipment that is most suited to their game.

    “Traditionally lady golfers have been poorly catered for by many retailers and professional golf shops.  We want to offer them something different – a unique shopping experience combined with expert advice and equipment that will help them save shots when they are out on the course.  Events such as the Solheim Cup are great for raising the profile of ladies golf.  We want to ensure that new and existing players have the right kit to fulfil their potential.”