Dunning - maker of premium sportswear designed for athletes - confirms significant bookings growth for Spring 2011, driven by increased demand from green grass shops rapidly selling through pieces featuring the brand's proprietary technical fabrics that offer a closer-to-body fit while balancing function, comfort and performance.
Contrasting the struggles of other apparel companies, Dunning has gained considerable golf-market traction by firmly establishing its position as the only apparel line developed, tested and engineered in the world's most demanding proving grounds. These include the triathlons, road cycling events and other endurance races in which company executives have excelled for more than two decades.
"In many of the shops that matter most, we're challenging and even replacing brands who were once dominant, while making it more difficult for younger lines to open these key doors," says company founder Ralph Dunning. "As a result, some of our competitors have openly questioned our commitment to the golf industry. Obviously, they're threatened by the fact that we're extending our leadership position, which is built on superior quality clothes that fit properly and move in unison with a player's body."
Among the industry leaders to have recently expanded their Dunning business are Bayonne GC, Bearpath, Butler National, Chicago GC, Desert Mountain, Doral, Glenwild, Grand Cypress, Isleworth, Kapalua, Liberty National, PGA National, Plainfield CC, Secession, Silverleaf, The Club at Creighton Farms, The Hideaway, The Honors Course, The Madison Club, The Vaquero Club, Trump National and Whistling Straits.
"Dunning is the best technical performance product available," says Rick Bechtold, Membership Director and Retail Manager, The Club at Creighton Farms. "It's the number one selling brand in my shop and accounts for 30 percent of my open to buy. I've increased my orders for the 2011 collection because it's the best colored and best styled that Dunning has done so far."
In 2001, Dunning revolutionized the golf market by launching the very first apparel line comprised exclusively of performance fabrics. The company has continued to set industry standards and evolve ahead of market trends. Recent developments include new fabrics - like a COOLMAX polyester/Merino wool blend - and a slimmer, vintage 1960s sportswear fit. This athletic-based form heralds the game's future and has swiftly advanced Dunning's standing among merchandisers and consumers.
"The things we like most about Dunning are the style and quality," says Dwight Segall, Director of Golf, Bayonne Golf Club. "It really caters to our members, many of whom come into our shop specifically looking for the brand. As a result, the product sells through every season and every year."
Featuring a broad range of proprietary fabrics, fibers and blends, the Spring 2011 Dunning Sportswear collection provides new levels of functionality for golf, business, travel and leisure outings. Tested and trusted by Masters winner Zach Johnson and Ironman world champion Craig Alexander, all Dunning garments are engineered from the yarn-up, meaning performance features are built-in and won't wash- or wear-out after repeated use.
Dunning Sportswear is designed for athletes. Clean and understated, it is ideal for sport, leisure and travel.
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