Déjà vu? In some respects, yes; but significantly, not in others. The first American brand Camp led in Europe was Ashworth, until the US head office over-stretched itself under shareholder pressure prior to the global economic crisis, which eventually led to a takeover by adidas-TaylorMade. In 2011, Camp has come into a Canadian company that has not so much lost its way, but has just ended a run of distribution partnerships to take full control of its own destiny in Europe.
“When I left the trade two years it was due to circumstances that were beyond my control,” starts Camp, who has just opened the new Laindon offices for Sunice, a brand owned by Montreal-based Fletcher Leisure Group. “It was a huge disappointment in one respect, but also a massive relief in another, as after nearly a decade in the golf trade it gave me a chance to figure out what I wanted to do next.
“Two years on, the golf trade is exciting again. I am rekindling relationships and it has reminded me what a great industry golf can be.”
Canadian number one
While Sunice has struggled to establish stable foundations in Europe in recent years, this is in stark contrast to the brand’s performance on the other side of the Atlantic, where it dominates 76% of the Canadian golf outerware market and where it is making great strides into the United States, where Sunice is supplying the US Solheim Cup team and is a preferred supplier for the 2013 Ryder Cup.
“We are more or less re-launching Sunice [in Europe], certainly in terms of the set-up,” explains Camp. “I hear the same comments from so many different people: ‘Jon, the product is fabulous; the pricing is great’; but also: ‘Is this rep going to be there is two weeks’ time? When will my order be delivered?’
“I know we have a great brand and product, but we have got to raise the bar in terms of customer service and support. We have to build confidence with our retailers. We have started that process by appointing a new sales team, and I am building a back office structure to support them. We have come a long way in a short space of time and by the end of March we will be fully operational.
“Dave Kinsey has joined as our new UK and Ireland sales director, and he is an immense asset with his enthusiasm, passion and commitment.”
Spearheading the 2011 Sunice range is the Hurricane Collection of Gore-Tex waterproofs, including the Ultimate V3 jacket. Featuring X-static stretch lining and laser cut pockets, the ‘ultra quiet’ Ultimate V3 comes with a lifetime waterproof guarantee. With trousers to match this is a waterproof suit lacking nothing.
The 2011 range includes a variety of complete layering systems, but for 2012 the European ambitions of Sunice are re-confirmed with the promise of another major introduction.
“We are going to launch Sunice Silver into Europe for Spring 2012,” states Camp, “which is the supporting apparel collection to Sunice outerwear. Sunice Silver has a different look and feel to a lot of what is on the market at the moment. A full announcement will follow in June, and we will also have a very exciting licence agreement to announce in the near future.”
So Jon Camp is back where he belongs, and so too is Sunice.
