American Golf like-for-likes rocket as warm weather drives sales

In the 13 weeks to May 1 its like-for-likes “accelerated sharply” to 13.9%. It said the pleasant weather, success of European players in major tournaments coupled with its Sky Sports advertising campaign and new innovations in equipment had stimulated footfall and sales.

Total sales for its year ending January 31 were up 20% to £86.6m. The golf specialist said its store revamp roll-out and growth in online had pushed sales.

Online now accounts for 15% of overall sales for the retailer following its acquisition of SW Golf, which operated as onlinegolf.co.uk, last March. 30% of online sales come from overseas. American Golf plans to invest in its web channel over the next six months to accelerate its contribution.

The 83-store retailer is looking to grow by expanding its store network to the south of England. The retailer, which operates the majority of its stores in the north and Scotland, is opening all six stores in the south of England.

American Golf chief executive Nick Wood said: “Our clear proposition as a specialist, multi-channel retailer – with the broadest range, superior product knowledge, a quality in-store execution and unrivalled value – has helped us achieve strong and sustained growth across both our store and online operations.

“Our store rollout strategy, combined with further development potential in Europe through our online channel, places the group in a strong position to continue its growth.”