Left to Right - Shoya Yata, Business Operation Officer, Lionel Caron, Chief Operating Officer and Julian Palmer, Chief Financial Officer.

The European subsidiary of the Srixon group has a new UK headquarters located in Ash Vale, just south-west of London. The brand-new building will enable Srixon Sports Europe Ltd (SSE) to meet its ambitions in golf by pursuing the growth of its three brands: Srixon, Cleveland Golf and XXIO.

Twenty years after setting foot in Europe, Srixon has set up a new headquarters in Ash Vale, England*. Located about forty miles south-west of London, and about ten miles away from the former Alton office, the building of more than 2200 square meters will accommodate about thirty employees divided by departments: sales, finance, marketing, logistics, IT, management, and not forgetting the workshop where the Japanese-crafted clubs are assembled.

“This is a very important milestone for Srixon Sports Europe Ltd,” says Sean Hanafusa, Chairman and CEO of Srixon Sports Europe and Dunlop Sports America.

“Europe is a growing market and we needed to equip ourselves with structures better able to meet this demand and anticipate it for the coming years,” he explains.

In Ash Vale, the Srixon club assembly workshop will double in size. The teams have been strengthened and trained and are therefore ready to honour the rising orders in this sector. A few months ago, Srixon Sports Europe also recruited a new workshop manager and a new IT manager to take a step forward in terms of digitalization and customer services.

Following this reorganisation, Lionel Caron and Shoya Yata have been respectively promoted Chief Operating Officer and Business Operation Officer.

“The quality of our products is the key to our success, but we also place our retailers at the centre of our concerns,” says Lionel Caron, the day-to-day manager of Srixon Sports Europe Ltd whilst Sean Hanafusa is now based in California. “Our new HQ in the UK will be equipped with new digital tools, new assembly machines, a storage warehouse and a showroom where we will be happy to welcome our customers from all over Europe.

With Ash Vale and the talents we have welcomed, we are excited to be able to considerably improve and accelerate our customer support”.

For the Japanese equipment supplier of Shane Lowry, Brooks Koepka and Hideki Matsuyama -which also has an office in France to support retailers in Continental Europe and relies on several warehouses in the UK and Germany for the storage and delivery of clubs, balls and accessories – 2023 therefore mises to be particularly exciting. The Srixon Sports Europe Ltd new Ash Vale HQ has welcomed employees since February, starting first with club builders who will benefit from a new setting to fulfil orders for the Srixon ZX Mk II collection of woods and irons launched in March.

Image Caption: Left to Right – Shoya Yata, Business Operation Officer, Lionel Caron, Chief Operating Officer and Julian Palmer, Chief Financial Officer.

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As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.