"I was very happy with Glenmuir," Bough affirms. "In my 13 years I saw lots of changes and worked with some great people. I just felt it was time for a new challenge. The PGB job appealed to me because it gave me the opportunity to get involved in a new, developing project. The business is young and I have the chance again to be at the heart of what we feel could develop into something very special in the industry."
Bough divulges a second reason for his decision; his belief in the strength of PGB's brand portfolio: "I firmly believe the current market place - and what I expect to be its future - is going to be all about strong brands, and brand strength is one of PGB's chief assets."
PGB's current porfolio consists of Calvin Klein Golf, which is distributed under a global license, signed earlier this year; Green Lamb, Dwyers and Co and Cutting Green are owned by PGB; Cutter and Buck is co-designed with the brand's Swedish owners New Wave; and with American companies Fairway and Greene, Zero Restriction and Pukka, PGB selects from the US lines.
As you might expect, going from one strong apparel brand to having to deal with eight presents its own problems; but Bough laughs off the suggestion that it means eight times the work.
"PGB's great strength is that although there is a stable of apparel brands, it's still a brand in its own right, presented by one company. As sales director I am able to have one conversation with the key customers. And those customers appreciate being able to have one conversation about a portfolio of brands. With some we'll have a multi-brand conversation; we even have customers who choose our company as their only clothes supplier and select from all eight brands."
Bough accepts the PGB policy of treating each brand individually and doing what's best for each on an individual basis, could lead to the brands actually competing against each other.
"That's fine; we just have to map our way through that in a professional manner. We just need to ensure we are faithful to the overriding business proposition presented by PGB as a supplier and a company."
PGB's policy of grouping several clothing brands together under one umbrella has many clear advantages. Expertise in design and marketing and can be pooled, and sales strategies focused. Bough also explains the PGB structure has allowed them to help the retailer in a couple of ways. "We don't really have any minimums to buy our brands; we don't demand a pre-book to get delivery. Also last winter, which was effectively the low point of the recent trading difficulties, we ran a program in which customers who pre-booked got a credit markdown to help them sell through any balances they hadn't sold at full price without losing too much margin. It worked well to secure business and allowed retailers to offer a decent autumn program in a manageable way."
Nevertheless, Bough believes the biggest benefit of centralising brands has been in helping the smaller ones.
"The industry has been going through a difficult time, with smaller, independent brands in particular struggling to cope. There are lots of nice brands out there but due to the size of our industry they remain relatively small. It has been very hard for them to create the product and deliver the marketing, customer service and sales support you need to become a good supplier to quality retailers.
"But when you bring those brands together under a brand, you gain strength through size. Brands like Pukka and Zero Restriction are able to offer good service as they sit within the umbrella of the overall PGB offering. One of the reasons I moved was the belief a company like PGB can actually prosper in these trading circumstances."
While Bough believes the brand strength of PGB is particularly strong, he accepts their presence could be stronger in Europe - and this is an area he is looking to address.
"The biggest opportunity is with CK Golf," he argues. "It's only been in the market for 18 months, but the great thing about CK is that while it has a global reach, it is not a niche, quirky fashion brand. It's a global lifestyle brand that sits at the top of the better price points. It can work in good local golf shops as well as premium retailers, and that's its great strength."
CK Golf's Spring Summer 2010 collection is a prime example. Although Calvin Klein's head office in New York dictates colour palates, the PGB designers are able to place their own interpretations on that. The range fuses style and lifestyle, using all the modern technologies, be they luxurious Pima cotton or technical microfibres in the outerwear.
Bough also sees opportunities for Dwyer and Co, the trouser range bearing the family name of PGB co-founders Alan and Peter Dwyer. Launched 12 months ago, the range features classic elements with cotton and wash-and-wear fashion elements such as pinstripes and checks. Manufactured to a high quality, Dwyers sits just below the premium price points with RRPs of £40-60. "Currently Dwyers would struggle on its own," Bough says, "but as it sits within our portfolio we can invest in it and develop it. There are plans to look towards shirts and other tops and ladies' clothing, maybe for 2011."
Despite the recent trading difficulties, Bough sees some signs of hope for 2010. "It's been a time of change, certainly at supplier level among the big brands. At retail level they are working very hard to get through some very tough market conditions, with many having to cut their margins.
"But we do see signs the market is ready to freshen up and do some new things, and our pre-books are healthy at this stage, even though they are taking a little longer to come in.
"It's been a steep learning curve for me here, but hopefully the golf apparel market will kick on again next year, and I can help PGB play its part in that."
The Premium Golf Brands portfolio
Calvin Klein Golf
Polos, knitwear and outerwear high on style and functionality
Dwyers and Co
Trouser ranges allying classic elements with fashion
Cutter and Buck
Technical, vibrant apparel, high on functionality
Green Lamb
Technical, comfortable and stylish ladies' clothing
Pukka
Innovative headwear
Zero Restriction
Advanced performance outerwear
Cutting Green
Value garments mainly for resort customers
Fairway and Greene
Luxury traditional golf attire
