By: Tim Baines (Big Dog)
Galvin Green’s foundation has long been its use of Gore-Tex in a premium market – and there’s still that, but the company has introduced an apparel line where urban lifestyle meets golf.
It’s called, of course, the Edge line.
“We’re branching off from the typical Galvin Green,” said Steve Hendren, Galvin Green’s President USA. “The name is perfect. Edge. It kind of has that edgy style to it. It’s a little outside the tradition of what you’re used to from our brand and others. It’s something you can wear to dinner, it’s something you make a statement with. It has subtle colouring, but it’s more graphic designs. It’s a really tight line.”
It’s always a battle to pull in consumers. You need somebody to buy your product. Not a problem for Galvin Green.
“There are a lot of people competing in this space,” said Hendren. “But it’s a great business. The key on the apparel side is knowing who your consumer is and staying focused on them. There are a lot of people trying to be everything to everyone. We know who are consumer is, we’re proud of the brand. We’re the premium brand in the golf space. If we stay focused on them, that’s where we’ll have great success.”
The company hasn’t lost sight of its Gore-Tex roots.
“We’re the top supplier of Gore-Tex in golf,” said Hendren. “We have three different layers of Gore-Tex – we’re always pushing the envelope, making it lighter, better, more breathable. All of our Gore has a lifetime guarantee, one of the big differentiators with us and the competition.
“The response I get from a lot of the consumers is that the product quality, the materials we use top to bottom – from polos to Gore-Tex – there’s a noticeable difference over everyone else. We play in that premium market so we spare no expense for time or anything else in the design features of the fabrics we use. It’s sourced from all over the world and it’s all about the best, not the cheapest or easiest.”