The PGAs of Europe have signed a new three-year Corporate Partnership with fine clothing and accessory brand, Peter Millar, sealing the deal at the 2014 Ryder Cup Matches at Gleneagles Hotel, Scotland, where the brand were an Official Clothing Licensee.
Founded in 2001, the Peter Millar line of fine clothing and accessories has become the standard bearer for discerning and demanding individuals on and off the golf course. As the brand continues its global growth, the partnership with the PGAs of Europe will allow them to further progress onto the continent:
“It’s a really important relationship for us because of this expansion into Europe,” explained Peter Millar’s Managing Director, International, Brian Dillman. “We’ve always been a grass roots-based company as well so working with the PGAs of Europe and the local golf pros is really going to help us expand.
“The challenge is brand awareness and very simply the business was developed in the US and UK & Ireland through great product, great people, great delivery and great relationships with PGA golf professionals. We’re going to follow the same model in continental Europe…so the PGAs of Europe is a great place to start.”
For the PGAs of Europe, the partnership with Peter Millar is just one of the new additions to the Association’s Corporate Partner roster that reflect the renewed strategy moving forward and the brand’s positioning:
“The timing could not be better to be joining forces with Peter Millar as they continue their success story into continental Europe,” said PGAs of Europe Chief Executive, Ian Randell.
“Peter Millar is one of the fastest growing lifestyle brands worldwide producing classic on- and off-course clothing with a modern approach. This very much mirrors our philosophy of promoting the traditions and etiquette of golf whilst ensuring that we are modern, forward-thinking and engaging to today’s society. I am sure that our Member PGAs and their PGA Professionals will enjoy the benefits of this exciting new partnership.”
The partnership not only coincides with refreshed strategic elements from the PGAs of Europe but also with Peter Millar’s strategic movement into Europe, introducing a new European fit for what is a different market to their norm.
“We’re really quite excited about it, with the new Contemporary Fit we feel it fits into the European mould on sizing,” said Bob Smith, Peter Millar’s Senior Managing Director. “The partnership with the PGAs of Europe will be very important for the Contemporary Fit as we respect their organisation and members enormously.”
Peter Millar were also on site at the 2014 Ryder Cup Matches as an Official Clothing Licensee, having provided clothing for match officials and staff members, whilst also being present in the Spectator’s Village Merchandise Tent:
“Being at the Ryder Cup has been just phenomenal,” said Dillman. “People can touch and see our product, feel the quality, and see why there’s a difference…which is why we’ve supplied some officials’ and some of the Board members’ clothing to make sure people can try our products to really get a feel for who we are and what we are all about.”