Fairway & Greene Launches E-Commerce Website for Consumers, 'F&G Direct'

The company has distributed its products exclusively through private and resort golf shops since 1995. The www.shopfandg.com website represents the first time the product is available outside of the green grass channel.

The user-friendly website features a wide range of styles, and product categories, for men and women-knit shirts, woven shirts, sweaters, bottoms, outerwear and accessories-all of which are either overstock or discontinued items. The new site also includes men's and women's sizing charts and, for those consumers unfamiliar with Fairway & Greene's product, there's a Fabric Glossary detailing the company's fabrics.

"We have built a tremendous following with our product line," says Todd Martin, president of Fairway & Greene. "A significant number of our end-user customers are not members of a golf club or don't have steady access to our product. We wanted to give them a way to purchase our product while controlling the distribution ourselves. We also have a huge following of ladies customers, and this will now give them more access to a wider range of our ladies product. We didn't want to go off course or mass market. We wanted to make this experience as special for consumers as we make it for our PGA Club Professional customers."

Fairway & Greene has gone to great lengths to ensure this new distribution channel does not interfere with its core green-grass business, Martin stresses. First, the product the company will sell on www.shopfandg.com will have already been available to Fairway & Greene's golf customers for at least 18 months in advance. The company will price the product at retail prices that complement, not compete with, its golf-shop customers. And all of the product sold on www.shopfandg.com also will be logo-free.

Fairway & Greene also is proud to announce that it will set aside 20 percent of its total "F&G Direct" revenues for Educational Initiatives.

"This will allow us to augment our financial support to various groups, including PGA of America Section Offices, PGM Collegiate Programs, Association of Golf Merchandisers (AGM), AMF Golf Management as well as some unique promotional initiatives on our own. Initiatives that directly benefit our PGA Professional customers." Martin says. "Everything we do as a company is done with our core customer, the PGA Club Professional, in mind. 'F&G Direct' will just be an extension of that, and will allow us to further increase our support of the PGA Club Professional, while opening the brand up to more consumers. It's truly a win/win proposition."

Founded in 1995, Fairway & Greene is widely acknowledged as the leader in the high-end green-grass apparel market. With an unparalleled emphasis on product quality, customer service and sales support, the company has rapidly grown and is currently sold in over 3,500 of the finest private clubs, resorts and clubs in the world. Proud winner of the AGM Top Men's Vendor for the past five years.

SOURCE Fairway & Greene

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