\t\t\t\t\t\t![\"The](\"https:\/\/wwd.com\/wp-content\/themes\/vip\/pmc-wwd-2021\/assets\/public\/lazyload-fallback.gif\")
<\/p>\n
\t\t\t\t\tThe PXG store in Aoyama, a neighborhood in Tokyo.<\/p>\n
\t\t\t\t\t\t\t\t\tcourtesy<\/p>\n
\n\tRenee Parsons said prior to the pandemic, PXG had operated only a handful of stores, at its headquarters at the Scottsdale National golf club as well as Minneapolis, Atlanta and a suburb of Chicago.<\/p>\n
\n\t\u201cWe wanted to open more imminently but then the pandemic hit,\u201d she said. \u201cBut as 2020 wore on and golf boomed, we said we have to open our own stores again.\u201d<\/p>\n
\n\tSo she and her business development manager put together a five-year retail expansion plan targeting locations with strong golf-per-capita numbers that she presented to her husband. His response: \u201cHow fast can you open?\u201d she said with a laugh.<\/p>\n
\n\tSo between the summer of 2021 and today, PXG has added 20 stores.<\/p>\n
\n\t\u201cThe last frontier for us was California,\u201d she said. With two now open, a third unit in the state will open in San Diego by June.<\/p>\n
\n\tGoing forward, her plan is to continue to open stores in other communities, with Florida tops on her wish list. \u201cWe\u2019ve been in Orlando for close to a year but we really want to open on the coast: Palm Beach and Boca are on my hit list.\u201d<\/p>\n
\n\tWhen selecting locations, she said the first criteria is that it has to be a golf-friendly community and be close to high-traffic retailers such as supermarkets or Starbucks. Malls don\u2019t really work because customers are often carrying their clubs to use in the store or get a fitting.<\/p>\n
\n\t\u201cIt\u2019s really location and traffic patterns,\u201d she said. \u201cAnd parking, that\u2019s a big one.\u201d<\/p>\n
\n\tOutside the U.S., PXG has a \u201chuge presence in Korea,\u201d where it works with Kane Co. as its local partner. There are currently TK stores in that country and \u201cthey\u2019ve really developed the brand on the apparel side as well,\u201d Renee Parsons said.<\/p>\n
\n\tKorea is the third-largest golf market outside of the U.S. and Japan, and golf is considered an elite sport there because it\u2019s a small country and there\u2019s not a lot of land on which to build courses, she said. \u201cIt\u2019s about status and luxury.\u201d<\/p>\n
\n\tKane Co. designs its own collection of PXG apparel, and it\u2019s more fashion-forward than the U.S. offering.<\/p>\n
\t\t\t\t\t\t<\/p>\n
\t\t\t\t\tPolos for men continue to be the top-selling apparel item.<\/p>\n
\t\t\t\t\t\t\t\t\tcourtesy<\/p>\n
\n\tIn the stores as a whole, equipment still represents a higher percentage of sales, but the apparel is growing in importance. \u201cIt\u2019s doing quite well at retail and performing at or slightly above our forecasts,\u201d she said.<\/p>\n
\n\tThe spring collection just hit and it offers five capsules of 52 performance and lifestyle pieces for men and women. Each offers a mix of PXG\u2019s trademark black, white and gray palette complemented by exclusive patterns and prints in brighter hues.<\/p>\n
\n\tMenswear still represents a higher percentage of sales but women\u2019s is growing. Renee Parsons said that when apparel launched in 2018, men\u2019s was 90 percent of sales. Today\u2019s it\u2019s 60 percent.<\/p>\n
\n\tFor the guys, she said the traditional golf polo remains the bestselling style while women are more likely to purchase a coordinated outfit. For both genders, the goal is to create pieces with performance features and materials in designs appropriate both on and off the course.<\/p>\n
\n\tRight now, both the apparel and the equipment is only sold at PXG stores and online. But Renee Parsons said the company has done trunk shows at some golf clubs and there\u2019s a thought to begin wholesaling.<\/p>\n
\n\t\u201cIt\u2019s a possibility, but it would result in a wholesale change in how we do business,\u201d she said. \u201cSo we\u2019re looking at it and we\u2019re baby-stepping, not sprinting.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Over the last 11 years, PXG has slowly carved out a niche in the lucrative and competitive golf…\n","protected":false},"author":2,"featured_media":16538,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3026],"tags":[730,3137,3136,7050],"class_list":["post-16537","post","type-post","status-publish","format-standard","has-post-thumbnail","category-pxg","tag-golf-apparel","tag-parsons-xtreme-golf","tag-pxg","tag-store"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts\/16537","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/comments?post=16537"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/posts\/16537\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/media\/16538"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/media?parent=16537"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/categories?post=16537"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/golf\/wp-json\/wp\/v2\/tags?post=16537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}