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20% of F&G Direct sales to be donated to Golf Educational Programs
Apr '08
Fairway & Greene, the No. 1 luxury golf apparel brand of choice for men and women, has launched a direct- to-consumer e-commerce website, "F&G Direct".

The company has distributed its products exclusively through private and resort golf shops since 1995. The 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.

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