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American Golf drives sales up 20% in full year


Total sales at specialist multichannel golf accessories retailer have increased, according to full-year trading results issued today.

Its like-for-like sales grew by an impressive 13.9 per cent in the 12 months to January 31st 2011, as a TV advertising campaign, the success of European players this year and good seasonal weather conditions in the first quarter helped to boost business over the period.

Seven new stores opened in 2010 to increase the company’s portfolio to 83, with six further outlets currently planned for year ahead.

Nick Wood, CEO of American Golf, said: “We’ve made excellent progress with our growth strategy over the last 12 months despite one of the toughest climates for retail for several decades.

“Our clear proposition as a specialist, multichannel retailer - with the broadest range, superior product knowledge, a quality in-store execution and unrivalled value - has helped us achieve strong and sustained growth across both our store and online operations.

“This has enabled us to continue to drive our market share and improve our leading position.”

A 25 per cent rise in members of American Golf represents a significant improvement in customer loyalty over the last year, with the company aiming to be a one-stop-shop for all amateur golfers.

Based primarily in Scotland and the north of England, the firm hopes to spread its business further into the south of the UK and overseas, which now represents 30 per cent of its overall trade.

The company also bought SW Golf Limited, the owner of, further enhancing its online presence, whilst e-tail sales make-up 15 per cent of total trading.

Wood continued: “Looking ahead, we have an excellent opportunity to grow further by expanding our footprint in the south of England where our brand is less well represented.

“Our store rollout strategy, combined with further development potential in Europe through our online channel, places the group in a strong position to continue its growth.”

Published on Monday 23 May by Editorial Assistant

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