Interlachen’s merchandising strategy aims to innovate the country club lifestyle by offering a selection of high-end products that combine luxury with functionality. Following the completion of our shop renovation in the spring of 2021, our primary objective has been to establish ourselves as a comprehensive “one-stop shop” for our members.
Our goal is to offer our members a place to buy their golf equipment and clothing, while providing them the opportunity to find lifestyle apparel and accessories. Items such as Hestra winter gloves, cashmere scarves and unique giftable items like candles, cribbage boards, cologne and wallets bring this idea to life. To tie our operations together, we launched a “From the Kitchen” line, offering limited edition products such as honey harvested on the golf course and our signature coffee spice rub.
Strategically, the team balances tradition with innovation, honoring classic brands while embracing new trends and designers that resonate with members’ evolving tastes. We strive to incorporate new trends but with a sophisticated twist to maintain our brand standards and vision. With a growing number of young members and most members living within a five-mile radius of the club, it is crucial for us to continuously introduce new and exciting products to keep them engaged and motivated to buy.