Callaway’s TravisMathew brand is well known for its menswear and golf apparel, but on Tuesday the company unveiled something new: a line for women.
TravisMathew was acquired by Callaway in 2017 to $125.5 millionand before Tuesday had around 30% of its customer base women buying men’s products – and women on golf courses reached 25% last year, up from 19% 10 years ago.
Women’s product manager Lindsay Browder told Front Office Sports that the company had seen a gap in the market caused by the pandemic – high casual wear.
- The new tees, polo shirts, sweaters and other apparel aren’t golf-specific but can move onto the course, Browder explained.
- In the long term, the line may include performance lifestyle parts, footwear, headgear and accessories.
The “soft launch” is available online and in all 32 physical stores – it plans to have 40 open by the end of the year and a full launch by the end of 2023.
“We’re optimistic about it, but we think women could catch up. 20-25% of our direct-to-consumer sales [sales] in the next two years,” Browder said.
TM momentum
Across four brands, Callaway’s fourth-quarter apparel revenue increased 39.8% to $153.9 million. TravisMathew added Matt Ryan and Jimmy Garoppolo from the NFL, Corey Seager from MLB and Alex Caruso from the NBA as ambassadors.
CEO Ryan Ellis told Front Office Sports that the company will open “partnership doors with key golf courses and retailers in 2022, both domestically and internationally”. It’s already Nordstrom 2nd men’s ready-to-wear brand.
