In 2017, Betsy Rittenhouse and Lynne Kaltman founded Belyn Key, hitting a sweet spot in the marketplace with fresh, wearable golf fashion that performs on or off the course. Since then, the line has made its way into more than 1,500 golf shops, resorts and other specialty stores with its collection-based approach involving a new drop every 60 days, as well as a strong essentials program.
Belyn Key is also known for supporting customers in-shop, emphasizing communication with staff and focusing on “sell-through, not sell-in,” according to Rittenhouse, who provides some insight into why the brand continues to thrive in a crowded marketplace.
1 What is the most significant trend in women’s golf apparel right now, and how is Belyn Key addressing it?
Betsy Rittenhouse: The evolution in women’s golf has been dramatic. Fueled by increasing female participation in the sport, there has been a shift toward athletic fashion and toward premium brands. The consumer is exceptionally well-informed and understands the difference between “fast fashion,” which may not hold up season after season, and better brands that invest in premium fabrications and innovative design. Both shifts are part of our brand DNA; our tag line is “feel the difference.” We’ve always been committed to using only premium fabrics and trims, so it’s incredibly rewarding to see consumers recognize and appreciate that dedication.
2 What would you say is the biggest differentiator for Belyn Key in this competitive marketplace?
Rittenhouse: I think what really sets us apart is the broad assortment and variety of styles we offer in each fashion collection. Our brand is designed and merchandised by women, and we know that no woman wants to look exactly like everyone else. Our accounts have been ordering a broader assortment with fewer units per style, allowing their customers to shop from the same collection while expressing their own unique take on the look.
3 Nearly a decade after your launch, what has surprised you the most about the golf industry?
Rittenhouse: Wow, it is hard to imagine that it has been almost a decade! One thing I can say with certainty is that the last nine years have been full of surprises. I think the biggest revelation has been the resiliency of our sport. There have been a lot of obstacles over the past decade, yet the game of golf, club memberships and participation have grown. Another big surprise has been the shift in women’s golf apparel from being super traditional to more fashion forward, which has been exciting.
4 What is the thinking behind your collection-based approach involving a new drop every 60 days?
Rittenhouse: We have had this launch cadence since we started the brand, and it has worked for us. So, we continue to offer six unique color and print stories every calendar year. A lot of our buyers/merchandisers tell us the “snowbird” effect is still a big concern. Northern accounts want to bring in fresh looks in the spring, and Southern accounts want fresh drops during their season. Offering more options seems to work for our customer base.
5 As we ring in 2026, what is the most exciting thing on the horizon for Belyn Key?
Rittenhouse: We are excited about our new manufacturing partners, as they have really opened up new product categories for us. Fresh luxe fabrics and innovative styles will hit the shelves early in 2026, continuing throughout the calendar year. We cannot wait for our loyal customers – and new customers – to see what is in store as our brand continues to evolve.
