By Lisa Goulian Twiste
For many years, golf shops carried a limited selection of belts for the members or guests who had forgotten theirs and needed something quick and easy to complete an outfit. More recently, however, an expansion of styles and embroidery opportunities have led to explosive growth in the category – not only in terms of what’s carried in the golf shop, but for tournaments and other special events, as well.
“Belts are one of our best sellers from an accessory standpoint. They’re also great to help merchandise certain areas of the golf shop,” says Morgan Jewell, PGA of America Director of Operations at Floridian National Golf Club in Palm City, Florida, who carries high-end alligator and crocodile belts from L.E.N., as well as wovens from Peter Millar and a selection from Holderness & Bourne.
“I would say the Peter Millar belts are more for on-course, while L.E.N. belts are more formal. The category has definitely become a significant portion of our accessories sales.”
Patrick Crow, PGA, Director of Golf at Chicago Highlands Club in Westchester, Illinois, says belts have also become a strong category in his shop’s accessories sales, as members look for functional yet stylish pieces to elevate their wardrobes.
“High-end leather goods are becoming an increasingly popular part of a golfer’s wardrobe, both on and off the course,” he says. “A premium belt, like an L.E.N. two-tone alligator style, can truly bring an outfit together. The best part is these belts wear exceptionally well, allowing golfers to transition seamlessly from the course to a social setting without worrying about damage from sweat or wear.”
In addition to L.E.N., Crow also carries Peter Millar belts with the Chicago Highlands logo, giving members and guests a unique alternative to the traditional golf shirt for a logoed keepsake. He also stocks Nexbelts, which come in a range of styles and are cut to size, eliminating the need to stock multiple sizes.
“The Peter Millar belts are fantastic because they often complement the patterns and colors of the brand’s apparel, making it easy for members to tie them into their outfits,” Crow says. “And Nexbelts are perfect for golfers who need a belt on the go – whether they’re heading to the first tee or a dinner reservation.”
In terms of merchandising, Crow uses a custom belt display from Signs By the Sea to showcase the Peter Millar belts, which he says is an effective way to highlight the variety of designs he carries.
“L.E.N. and Nexbelt also provide great point-of-purchase displays, which help draw attention to the product and make it easy for members to browse and shop,” Crow adds.
In the Tournaments & Outings area, Jeff Minton, PGA, Director of Golf/Sports at Wild Dunes Resort in Isle of Palms, South Carolina, did custom Peter Millar belts for a recent men’s member-guest, where the belts were cut to size when the players checked in for the tournament. There were three patterns to choose from, and golfers wore them during the event.
“All the belts had the Wild Dunes logo, and many members and guests mentioned they had not received one before as a tee gift,” Minton says. “The fact that the belts were customizable was a big hit, and having the very recognizable Peter Millar brand added to the value the participant received. Everyone needs belts, and these added a sense of style that most golfers look for in their tee gifts.”
Minton also carries a selection of belts in the golf shop, and though the category doesn’t represent a large portion of overall sales, he says it provides a service to customers who want to look sharp or add another logoed product to their wardrobe.
“Another point is that belts can be a great low-cost item to upsell when someone is buying a pair of pants or shorts, as a quality belt is a natural complement as we try to make our golf shops a one-stop shop for our golfers’ apparel needs,” Minton says. “Also, it’s important to display belts in a manner that they are easy to see and allow someone to find a size and style. We have found that a belt rack is the most efficient way to display and sell them.”
Also in the area of tournament gifts, YRI – known for its ribbon belts, from classic wovens to custom dye-sublimation and embroidered options – worked with Monterey Peninsula Country Club in Pebble Beach, California, to provide cut-to-fit belts for a recent senior men’s event.
According to PGA of America Golf Shop Manager Kelsey Jo Holsten, YRI’s craftsmanship, attention to detail and customer service are top-notch, and they are incredibly responsive as an event partner.
“The participants really enjoyed the hands-on experience of getting their belts cut to size,” says Holsten, who also carries L.E.N., Peter Millar and Smathers & Branson belts in the golf shop. “It was a unique experience that allowed them to personalize their belts on the spot. Many members appreciated being involved in the process, and it added a special touch to the event.”
