Peter Millar More than golf buddies
But if Peter Millar met its customer on the course, it’s no longer content to remain just golf buddies. More and more, Mahoney is nudging the brand beyond the course. Using golf as a gateway, he’s convincing that buddy to buy sport coats and shoes, suits and ties, boxers and socks, swim trunks and performance sports gear. Its new Pick Stitch line, featuring finely detailed tailored clothing, takes it all one refined step further. So far, it’s working: Nongolf products now represent more than 60 percent of sales.
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