Slazenger’s sporting heritage is certainly colourful ...
Slazenger was founded in 1881 as a military clothing company. It then became integral to the growth of tennis by being the first company to sell boxed tennis sets. The brand eventually went on to sponsor some of the all-time greats of sport, including Fred Perry and Seve. In golfing terms, Slazenger is most famous for being worn by Seve when he won the Open at St Andrews in 1984, and so it is somewhat apt that Slazenger Heritage is being introduced in the year of the 150th anniversary of the Open, as it returns to the Old Course. James Bond also wore Slazenger when he played golf at Stoke Park against Goldfinger.
Slazenger golf balls were involved in that scene too, but back in the 21st century, has Slazenger Heritage reached retail yet?
The Slazenger Heritage project began at the beginning of 2009 and the first collection has been exclusively launched at Urban Outfitters. We have a limited amount of Spring Summer stock for a March delivery, but predominantly we are looking ahead to our Autumn Winter Collection, and retail delivery in July/August to exclusive accounts across the country.
What can we look forward to for Autumn Winter?
We are talking about classic retro designs that have been inspired by the likes of Ballesteros, Perry and Bond. We have updated those classics with a modern slim fit, luxurious fabrics, and it is being branded as The Heritage Collection, complete with the gold panther.
Initially we are offering classic v-neck sweaters, cardigans and polos, as well as a small selection of trousers, jackets and accessories to complete the look, and we have included the trilby James Bond wore in Goldfinger. There will also be limited edition garments including the blue lambs wool v-neck jumper with the white panther, exactly like the one Seve wore when he won the Open.
Where do you intend to sell the range?
Even though we are offering a fashionable, high-end look, we are aiming mid-market in terms of prices, with polo shirts at £39.99, through to knitwear at £64.99. We are looking to see Harrods, Selfridges and other exclusive accounts such as Wentworth and Stoke Park stock the collection, and also country clubs and stores that promote a modern-day lifestyle. Venues such as The Grove and Gleneagles would be ideal, with their hotels and health clubs that complement the golf courses.
How has the renaissance been received so far?
A lot of people are very happy to see the Slazenger panther back, and of course a lot of consumers remember wearing Slazenger fondly. People are seeing the huge potential for Slazenger Heritage, particularly when you consider the success of Lyle & Scott’s Vintage Collection. And it’s not like we need to remind people what Slazenger is – everyone recognises the panther logo immediately.
What are your hopes for Slazenger Heritage in 2010?
We want to establish key, selective distribution, and open up the market in Europe. Currently we own the European rights so we are looking to expand, either by selling directly or by incorporating distributors. Overall we are looking to establish Slazenger Heritage as a new, cool fashion and lifestyle brand – we want people to wear the clothes on and off the course.
