Designed for the Way Women Play: The Story Behind ERIN BAILEY

ERIN BAILEY was founded on the simple belief that women shouldn’t have to compromise when it comes to golf apparel. Inspired by founder Erin Barney’s lifelong connection to the game and nearly two decades in the apparel industry, the brand was created to deliver thoughtfully designed pieces that combine fit, function, and style without sacrificing practicality. In this Vendor Spotlight, Erin shares the inspiration behind the brand, the challenges she’s set out to solve, and why meaningful partnerships with golf shops remain central to the company’s mission.

AGM: What inspired the creation of ERIN BAILEY, and what opportunity did you see within women’s golf apparel?

As a child, I was my grandmother’s guest at her Municipal Tuesday morning ladies’ golf league. There was something about watching a group of impeccably dressed women drink 10am highballs and play below average golf that made me feel like I was getting a preview of my future. I have achieved the “playing below average golf” part, but I struggled to find apparel to make me feel impeccably dressed like those ladies.

Ultimately, I want more women and girls to have access to and play golf. ERIN BAILEY was born from a desire to honor my grandmother, Eileen Bailey, who introduced me and so many other women to golf, and create truly functional and stylish apparel for women.

The marketplace is evolving quickly, but the women’s category still has a lot of opportunity for woman-led and -designed brands. Of course, pockets matter; that’s low-hanging fruit. The product also needs to have a point of view, fit properly, and flatter the wearer, all while being retail-friendly. That means giving clubs the ability to serve their membership without requiring dozens of SKUs.

AGM: How has your perspective as both an apparel industry veteran and a golfer influenced the kinds of problems you set out to solve?

Having spent most of my career with large apparel brands, I learned how important it is to be consumer centric. I have the advantage of being one of the consumers I’m looking to serve with ERIN BAILEY.

Rather than creating fashion for golf, we designed product for women who play. Every seam, fabric choice, and silhouette has a purpose. If a feature doesn’t improve the experience for the consumer, it doesn’t make the garment.

AGM: How do you determine whether a garment is truly ready for market?

We obsess over the details, but prior to production, we fit everything on actual golfers, not runway models. I’ve played golf in every prototype before final approvals. That includes a fun stretch as I was heading into my third trimester pregnant with my daughter. When I tell you the waist on our TITLE skirt is “no dig,” I mean it.

AGM: How do you help golf shops tell the ERIN BAILEY story once the collection arrives on the sales floor?

We want our partners to succeed. The brand has to help clubs tell its story to their membership. How is the brand introduced? Do women know there’s something new in the shop? Can the staff speak to how the collection would meet the needs of a member looking for direction?

Helping our partners answer those questions is part of our job.

Every partner receives a concise, five-minute product overview focused on the key things every associate should know about the collection. In addition, we provide digital assets, lifestyle photography, social content, in-store signage and merchandising support. We intentionally built a streamlined collection that’s easy to merchandise, making it simple for golf shops to tell a cohesive brand story.

For us, the purchase order is the beginning of the relationship, not the end.

AGM: Looking ahead, what opportunities are you most excited to explore as ERIN BAILEY continues to grow?

The opportunity is twofold.

First, we believe there’s room to build a true golf wardrobe, not just golf outfits. Women don’t only need apparel for the four hours they’re on the course. They want pieces that work for a range session, travel to a golf trip, lunch at the club, or wherever the rest of their day takes them. We’ll always design through a golf-centric lens, but we’re excited to continue expanding what that wardrobe looks like.

Second, we’re excited to continue partnering with more clubs across the country. Our mission has always been to help more women and girls play golf, and green-grass facilities are at the center of making that happen. If we can continue creating products that solve real problems for women while making it easier for clubs to serve their membership, we’ll be accomplishing exactly what we set out to do.

Conclusion

Through thoughtful design, consumer-first innovation, and a genuine commitment to growing the women’s game, ERIN BAILEY is redefining what women can expect from golf apparel. By focusing on fit, function, and long-term partnerships with golf shops, the brand is creating products that inspire confidence while helping retailers better serve one of the fastest-growing segments of the game.

AGM members are encouraged to learn more about ERIN BAILEY by visiting their website at https://erinbailey.com or by contacting +1 440-487-8842. For more contact information, check out their AGM vendor page. 

To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.