FAIRWAY & GREENE LAUNCHES E-COMMERCE WEBSITE FOR CONSUMERS,
"F&G DIRECT"
20% OF
SALES TO BE DONATED TO GOLF EDUCATIONAL PROGRAMS
The company has distributed its
products exclusively through private and resort golf shops since 1995. The www.shopfandg.com website represents the first time the
product is available outside of the green grass channel.
The user-friendly website
features a wide range of styles, and product categories, for men and women—knit
shirts, woven shirts, sweaters, bottoms, outerwear and accessories—all of which
are either overstock or discontinued items. The new site also includes men’s and women’s sizing charts and, for those consumers
unfamiliar with Fairway & Greene’s product, there’s a Fabric Glossary
detailing the company’s fabrics.
"We have built a tremendous
following with our product line," says Todd Martin, president of Fairway
& Greene. "A significant number of our end-user customers are not
members of a golf club or don’t have steady access to our product. We wanted to
give them a way to purchase our product while controlling the distribution
ourselves. We also have a huge following of ladies customers, and this will now
give them more access to a wider range of our ladies product. We didn’t want to
go off course or mass market. We wanted to make this experience as special for
consumers as we make it for our PGA Club Professional customers."
Fairway & Greene has
gone to great lengths to ensure this new distribution channel does not
interfere with its core green-grass business, Martin stresses. First, the
product the company will sell on www.shopfandg.com will have already been available to
Fairway & Greene’s golf customers for at least 18 months in advance. The
company will price the product at retail prices that complement, not compete
with, its golf-shop customers. And all of the product sold on www.shopfandg.com also will be logo-free.
Fairway & Greene also is
proud to announce that it will set aside 20 percent of its total "F&G
Direct" revenues for Educational Initiatives.
"This will allow us to
augment our financial support to various groups, including PGA of America
Section Offices, PGM Collegiate Programs, Association
of Golf Merchandisers (AGM), AMF Golf Management as well as some unique
promotional initiatives on our own. Initiatives that directly
benefit our PGA Professional customers." Martin says.
"Everything we do as a company is done with our core customer, the PGA
Club Professional, in mind. ‘F&G Direct’ will just be an extension of that,
and will allow us to further increase our support of the PGA Club Professional,
while opening the brand up to more consumers. It’s truly a win/win
proposition."
Founded in 1995, Fairway &
Greene is widely acknowledged as the leader in the high-end green-grass apparel
market. With an unparalleled emphasis on product quality, customer service and
sales support, the company has rapidly grown and is currently sold in over
3,500 of the finest private clubs, resorts and clubs in the world. Proud winner of the AGM Top Men’s Vendor for the past five years.
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For more information contact:
Mary Beth Lacy at 760-346-6942 or
email: mb@mblacy.com