In the ever-evolving world of women’s golf apparel, Belyn Key has emerged as a brand that seamlessly blends fashion with functionality. Their commitment to creating stylish, comfortable, and high-performance clothing has resonated with female golfers worldwide. Continue reading to learn more about the brand’s journey, popular products, and design philosophy, as well as insights for golf retailers.
AGM: What’s your most popular product, and why do you think it’s been so successful?
BK: We have been having a great deal of success with our Pants. We offer several options in style and fabric. From heavier weight, compression knit to featherweight 4-Way Stretch. Ladies are loving the lighter weight in the Sunny Climates for sun protection. So many companies are focused on sun protection in tops, these pants are stylish with a great fit, with the added bonus of UPF 50+.
AGM: Can you discuss a challenge unique to the golf apparel market?
BK: Because golf is an outdoor sport, we find that weather plays a significant role in what pre-book selling looks like in the next year. Open to Buy dollars are often based upon year-on-year sales history. The weather is an unpredictable factor that often throws a monkey wrench into the mix.
AGM: What’s your approach to inventory management for seasonal golf products?
BK: That seems to be the biggest challenge these days. Having enough, but not too much, product on hand to fulfill the demand, and enable growth. Excess Inventory is never good. Going into the second half of 2024, we are focused on ‘creating scarcity’ with our customers. Our projections and our buys are more conservative. The accounts who submit orders in a timely fashion will have our full assortment to choose from. Those who choose to wait will only have limited styles to choose from.
AGM: What are your upcoming product launches or innovations that golf retailers should look forward to?
BK: Last year we launched a Sweater Program into our collections. The reaction has been overwhelming, and as a result, we have added more styles and colors into SS’25 and FH’25. The yarns that we are using are SO soft, premium and durable. They are machine washable and an exciting new addition for the brand.
AGM: Can you explain the design process behind your golf products?
BK: Our talented team of creative and technical designers pay close attention and draw inspiration from Haute Couture, and runway fashion. While it takes time, these fashion trends set the stage for Active Sportswear. We are active with trending services for color direction and print design. We have a very collaborative process that comes together into dynamic collections that always incorporate new styles, colors and prints.
AGM: How do you handle product feedback and incorporate it into future designs?
BK: We have started rolling Regional Focus Groups into our sales cycle. Key accounts are gathered together to view upcoming color and concept boards. We ask for honest, candid feedback. Then we rely upon numbers. Sales data on the wholesale level.
AGM: What are your top tips for golf retailers when selecting inventory?
BK: Belyn Key offers a wide assortment of styles in each fashion collection. And, we encourage our buyers to broaden their selections, and not go as deep into every style. This variety in the shop is a key to our success. Ladies can shop from the same collection, yet look different.
AGM: What message would you like to leave with AGM members about your brand and products?
BK: Belyn Key is a relevant, comprehensive brand of Golf Apparel that crosses over seamlessly from the course to everyday activity. As a women owned and operated business, we know that ladies come in all shapes and sizes. In every collection, we offer something for everyone. Our aesthetic is classic and refined.
Conclusion
With a focus on versatility, comfort, and quality, Belyn Key continues to empower women on and off the golf course. AGM members are encouraged to explore Belyn Key’s products further by visiting their website at http://www.belynkey.com or emailing Betsy Rittenhouse at betsy@belynkey.com.
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