One of Europe’s largest golf distributors, Holiday Golf, is entering the UK market. Who are they, and what brands will they be distributing? Founded in 1991, Holiday Golf has grown from humble beginnings to become one of the biggest distribution groups across Europe. They work with a huge number of premium brands in Europe, including J. Lindeberg, Ecco, Glenmuir, Golf Pride, Ahead, Bridgestone, Oakley, Garmin, Peter Millar, Daily Sport, Black Clover, Bigmax, Callaway apparel and many others. For their UK launch, they are initially concentrating on CaddyTalk, a brand from Korea, as well as Ofelia T, a premium leather goods brand already present in high-end UK golf resorts. They are also introducing the UK market to Black Clover, a premium headwear and apparel brand making its UK debut.
The CEO and owner is Stefan Tjellander, who joined the company in 1995 when there was only one part-time office employee, and today it is a multi-million-euro company with more than 40 direct employees and 10 salespeople in Spain and Portugal, together with independent sales agents worldwide and a world-class distribution centre and showroom in Marbella.
“We distribute 10 of the top golf apparel brands in Spain, controlling around 60-70% of the apparel market in the region,” explained Stefan. “There are stores that exclusively stock our apparel. It’s a traditional UK approach, but we ensure each golf store has the correct brands for their clientele. We invest in redesigning the stores to maximise sales and ensure professional merchandising.”
While Holiday Golf primarily operates as a distribution company for golf products to retail shops, they have over 1,500 corporate customers. The majority of golf clubs and retail shops in Spain and Portugal are supplied by Holiday Golf. They’ve also expanded their operations to include most of Europe, as well as the Emirates and the US.
Over the past 20 years, Holiday Golf has successfully developed its own Spanish handmade leather brand, Ofelia T, manufactured in Jerez. Distributed worldwide, Ofelia T products are now prominently featured at clubs including including St. Andrews, Trump Turnberry, The Ballybunion, Old Head, Hogs Head, Fossil Trace, Wynn, Valderrama and Finca Cortesín, among others.
All in all the luxury leather products can be found in 25 countries around the world. Ofelia T is also an official “proud supporter” of the Solheim Cup, and the brand will be available in the merchandising marquee at this major event coming up in September.
Heading up the newly formed UK operation as UK & Ireland Sales Director will be industry stalwart Steve Grant. Most recently Sales Director at Worldwide Golf Brands, Steve brings an inside-out knowledge of the UK golf market with over 30 years of experience.
“It’s a really exciting company to be working for with a fantastic reputation globally. I’m currently putting together my team, and we are starting with CaddyTalk and Ofelia T, but I think Black Clover, a premium and exciting headwear and apparel brand, will do very well in the UK.”
During the last six years, HG has focused on increasing supply capacity by developing its warehouse and internal administration, and digitalising the company with a B2B ordering system. Without doubt, this efficient operations system will help the company grow its business rapidly in the UK and Ireland.
