Iconic equipment brand’s new range to be sold online and at retail under new licensing deal
Ben Hogan, the golf equipment brand that was founded by one of the most legendary figures in the history of the modern game, and is responsible for some of the game’s most iconic golf clubs, is set to make a welcome return to the golfing world after being brought out of retirement by Las Vegas-based Golf Brands Inc.
For more than 70 years, Ben Hogan golf has been synonymous with making the finest golf clubs and Ben Hogan’s latest range has made a triumphant return after Golf Brands struck a licensing deal to resurrect the company that first introduced the Edge and Apex irons and has more recently launched a premium range of woods, irons, wedges, and putters, as well as a bespoke collection of golf bags and accessories.
Golf Brands Inc has a history of reviving the fortunes of iconic golf brands, having successfully resurrected MacGregor in the USA and Ram and Zebra worldwide, and the opportunity to bring Hogan back to life is something that the company just couldn’t pass up.
“When we found that Ben Hogan had become available, we knew we had to add it to our portfolio and we contacted Perry Ellis immediately to see what we could do together,” says Simon Millington, CEO of Golf Brands, who is excited to bring the brand’s latest range to consumers.
Millington is under no illusions as to how tough the global golf retail market is right now, despite the significant increase in new and returning golfers over the last few years, but he is confident that with the right product, and just as importantly, the right pricing, Ben Hogan can win the hearts and minds of a new generation of golfers.
“We are starting with this massive brand equity,” says Millington. “It’s been chipped away a bit over the years but there are people out there who respect the brand and the quality it stood for. The original Ben Hogan Company was started by Mr. Hogan himself in 1953 with its stated goal to make the finest forged irons and that each club should look like a piece of fine jewellery and it’s our job to follow Mr Hogan’s legacy whilst raising the brand to new levels and to introduce that quality to the next generation.”
“First and foremost, we have to get the product right,” adds Millington. “That’s the thing that drives us. Quality and performance are what matters and then it’s about elevating the brand. But to do that we’ve got to get the product right. We’re getting into a busy market, but our products are absolutely as good as anything out there and, ultimately, we have to prove that and get that message across to the consumer. We want people to be wowed when they receive their products. That’s the respect we want to earn.”
Hogan’s retail proposition will be combination of e-commerce and bricks and mortar retailers, with the equipment split into two sub-brands. The premium Ben Hogan signature range will be the premium range and will be sold both on the company’s website, fully custom built to the golfers’ specifications, and also with select professional custom club builders globally. In addition, there will be the ‘Hogan’ range which will be more commercial grade products that will be sold through leading retailers and distributors around the world.
The golf retail industry will have a chance to check out the latest range of Ben Hogan and Hogan equipment at the PGA Show in Orlando in January, when the company will have the full collection on view.
To find out more, visit www.benhogangolf.com
