This year, we started carrying Maui Jim and Mizzen+Main, adding an elevated element to the selection in the golf shop. We are known for our bright colors and patterns from companies like 1764, Sunday Swagger and Waggle, so these new lines add more diversity to our shop, which we are always looking for. We started with Maui Jim in March after meeting with them at the PGA Show, and we started with Mizzen+Main, known for woven shirts, in April. Seeing that some of our members who still work are wearing dress shirts we thought, they are buying it somewhere, why not here? We have had more initial success with Maui Jim, which is more recognizable, and we’re on our third refill order for that display. Mizzen is still growing; it’s about getting members to try it, and once they do, we’re seeing returning customers. In terms of merchandising, the Maui Jim display is next to our feature wall in the center of the golf shop – you can’t miss it – and we had the Mizzen+Main on the front table for a few weeks and now have moved it to a different location next to our pants. These are the main two brands, and we are also doing Graham Luxe pants. We will continue to monitor it and are looking for a women's line now as well.
Adding these elevated lines to our product mix has had a positive impact, not only for revenue but for variety and selection in the shop. Maui Jim sales have generated an extra $3,500 in revenue in a few short months, and Mizzen+Main has generated about $2,000. The additions also make people see the shop in a new light. We have always been known for being louder and wild – and we always will be – but adding diversity to that mix is important. It’s about trying to get new customers and introducing current ones to new things.