Luxury golfing garments made in the style of the ‘Big Easy’ are now available in a few selected regions, but we are only getting started and looking to grow!
The collection was launched in his home country, South Africa, and went into stores in early January 2013. Every single store presented with the product was immediately impressed and bought in, and the product sell-through has proven to be some of the best we have seen in any brand. There are now 50 stores in South Africa carrying the Ernie Els collection.
As an exceptionally proud South African, it was important for Ernie Els to have a South African-made collection that characterized his personal taste in quality and style. In a beautiful and diverse African country, with many challenges and opportunities alike, it has always been important for Ernie to be creating opportunity and giving back to the community that he grew up in and loves so fondly. These garments are currently all manufactured in South Africa, but plans are afoot to develop a global footprint over the next few years.
About The Range
The range is built around soft colour pallets, a more conservative, distinguished look to the silhouette, and a luxurious feel with a slight sheen to the fabric comprise the first collections bearing his name.
Having built a successful golf course design business over the last decade and more, his “home bases”, The Els Clubs and the Ernie Els designed golf courses are a priority of Ernie’s. The Els Club at Copperleaf in Johannesburg and Oubaai in George were some of the first outlets to stock the product, followed closely by The Els Club Dubai and Anahita in Mauritius. In time we hope to have every golf course that Ernie has designed around the world featuring an Ernie Els corner showcasing his stable of brands.
As part of the global roll-out plan, Ernie has expressed specific interest in featuring the product lines at PGA Tour and USGA events as well as to his other corporate partners. We also intend to add distributors in several countries around the world as the next year goes on.