San Leandro, CA— In the competitive world of golf apparel, the biggest asset a company can have is credibility. At the 2006 PGA Merchandise Show in Orlando, Pima Direct laid their credibility cards on the table and the buyers responded, giving Pima Direct their most successful show to date with sales up 128.5 percent over 2005.
"I think one of the keys reasons we had a successful show is that we will be doing private labeling for the next four US OPEN venues and this has created great interest in our business model," explained Managing Partner Bill Sabayrac. "Private labeling has long been the key to successful merchandising for major department stores like Nordstrom and Macy’s. It’s very profitable and just starting to catch on in the golf industry."
Mark Killeen, managing partner with Sabayrac felt there were also other reasons for their overwhelming success.
Pima Direct has built its product line and merchandising around a "Factory Direct" model. The model reduces the inventory risk by selling a pre-coordinated 36 piece presentation called "Professionally Merchandised Assortments" or "PMA"s. The PMA concept takes the time and permutations out of the apparel ordering process which is often an annoyance for the buyer.
"Our PMA program provides a no-brainer buy," said Killeen. "We have a tested, proven, turn-key ensemble package, complete with matching embroidery, that allows the buyer to purchase an entire season (36-144 pieces) in about 15 minutes."
"We have worked very diligently educating our reps who in turn are educating the buyers at a lot more clubs," added Sabayrac, "Golf buyers are becoming more savvy about apparel buying and about today’s lifestyle oriented consumer. Luxury for less is not a trend, it’s here to stay."
Price does not mean having to sacrifice quality. Pima Direct specializes in SUPIMA cotton grown in the USA. SUPIMA is considered one of the finest cottons in the world based on its extra long staple length which provides a wonderful feel, brightness of color and durability.
"Our most popular shirt offering is our 60s two-ply mercerized Supima," said Killeen. "The hand feel and luster of these mercerized garments is equal to the best in the industry at a fraction of the price. Our solids are $17.50 wholesale with a suggested retail of $60.00 and our fancies are $19.90 with a MSRP of $65.00. At these prices, we give every customer an opportunity to make money."
If "Private Label" is not of interest to the customer, Pima Direct offers its own brand under "Smith and Tweed". Both are available in the 36 pre-coordinated piece program. By reducing the inventory risk, Pima Direct allows its customer to realize 65% margins which is close to twice the industry standard.
Killeen said the company is already planning to improve even more in 2007.
"We’re a small company and we’re never happy," he said, "and there are things you learn every year at the PGA Show. We were located in a meeting room and it was filled to capacity all the time. Next year, we’re going to need a bigger space – that’s a great problem."
Contact:
Holly Geoghegan
Golf Marketing Services
407-682-4853
holly@golfmarketinginc.com
