Ashworth is back in the U.K. and Ireland golf stores for 2023 and beyond following a new agreement between Ashworth owners YGM Group and ProQuip Golf.
Grahame Jenkins, Ashworth license manager, said, “Ashworth is making a long-awaited comeback in the U.K. and Ireland. The brand enjoyed tremendous success during the 1990s and 2000s and was the original, authentic luxury lifestyle choice for discerning golfers.
We’ve been away too long and now is the time to re-establish Ashworth as must-have golf wear in the U.K. and Ireland. ProQuip is the perfect distribution partner to help us reach our legacy audience, as well as win new market share. YGM and Ashworth is delighted to sign a long-term license agreement with ProQuip.”
Founded in 1981, ProQuip is one of the U.K.’s golf outerwear and apparel brands and will now stock Ashworth polos, quarter zips, hoodies, shorts, and trousers.
Russell Brooks, general manager at ProQuip Golf, said: “Everyone remembers Freddie Couples winning The Masters in 1992 wearing the original soft cotton Ashworth polos and the way the Golfman evolved into more than a brand. Ashworth became a lifestyle movement and a philosophy that golf is more than a game, it’s a way of life. ProQuip is excited to be part of the next chapter in Ashworth’s golf heritage story and will reconnect British and Irish golfers with its modern aspirational clothing.”
The U.K. distribution deal also coincides with Ashworth’s reintroduction into the U.S. market.
ProQuip’s sales team will work across both territories to market Ashworth products to green grass retailers, hotel and resort courses and off-course accounts.
