Seasons Greetings From SUNICE

Black Friday has come and gone for another year and what did we learn? For one, there is always a consumer out there looking for a deal…. witness the 4AM mob scenes across the country last week!! But when you peel back the onion and get to the core, we learned that premium companies with new and unique offerings did extremely well over the weekend. Companies like Tiffany, Mont Blanc, Zegna, Burberry and even an auto manufacturer, Audi, all tweeted that sales were very brisk over the weekend and they are decidedly optimistic for the holiday.

So how does this impact us in the golf business? This should be very encouraging news for your own shop business. Why? Well, it’s important to recognize that the above products and those like them are not sold everywhere. Their distribution is very targeted, the product is well presented and sales associates on the floor are well educated on the merits of these products. These specialty retailers know their customers, their tastes and market directly to them. They are not ‘all things to all people’.

Your golf shop and your membership mirror these premium specialty retailers and their consumers. Your members want to see the newest and most unique products and they want their purchases to be different from what everyone sees in all of the big box and discount retailers down the street, where every store seems to have a golf department with the same three or four brands in it. Just by belonging to your club, your member acknowledges being unique and their purchases usually reflect this. Your retail assortment should ‘quench’ these tastes.

We run our business at Sunice in much the same way as these premium brands….product, partnership and support. The backbone of our Sunice brand is our high performance product range with innovative design and style. Our proprietary technologies leverage our Gore-Tex and X-Static relationships and lead the market in innovation. Our product strategies demand targeted, best-in-class distribution which is why we have aligned ourselves with AMF and the PGA of America. Our team stands ready to assist you and your staff during the holidays with free freight special orders as well as demo day, trunk show and holiday party support and education. The result is the leading performance outerwear brand in the green grass marketplace.