Sunice, the golfwear maker based in Montreal, has established a United Kingdom company, Sunice Europe Ltd., in partnership with Chertsey, England-based The Golf Business Ltd., to sell Sunice product in the United Kingdom and Ireland.

Sunice -owned by Montreal-based Fletcher Leisure Group of Canada – has opened a United Kingdom-based office in conjunction with The Golf Business Ltd. (TGB), which will be Sunice's business subsidiary for the UK and Ireland.

Sunice is a recognized expert and leader in the technical outerwear industry with a brand offering not only fashionable products, but also a superior fit, to amateur and professional athletes. TGB – located just outside London -is a highly respected, well-known sales and marketing company specializing in the supply and promotion of top products aimed at discerning golfers throughout the UK and Ireland.

“Our partnership is structured so we can be very competitive in the UK and Ireland by combining Sunice resources out of Montreal with The Golf Business expertise in these markets,” says Mark Fletcher, President of Sunice.

“We don't want to just have a distribution-and-marketing agreement with The Golf Business, because then we're at arm's length,” Fletcher adds. “Having The Golf Business as a partner allows us to be fully involved in our UK and Ireland market business. It also allows us to avoid undue distribution costs in the business, which makes us less competitive in the eyes of our customers and consumers.”

TGB – led by Owner/Managing Director Tim Street and Sales Director Chris Thundow – has extensive golf-industry experience in the apparel market, with a vast background in the waterproof and outerwear market, including  Gore-Tex™ products.

“We are very excited about being affiliated with Sunice, whose product and reputation is superb,” Street says. “Our unique relationship allows us to utilize the talents of Sunice's Montreal-based team while we utilize our background in the waterproof and outerwear market, plus our expertise in the UK and Ireland market, to sell and market Sunice's incredible product over here. It's definitely a win-win for both parties.”

Thanks is owed to Ashworth and TaylorMade / Adidas Golf Europe who managed the brand in the last few years.  Despite those companies having now gone in separate directions, Fletcher says both companies remain friends, and thanks Ben Sharpe and Giles Birkhead, in particular�€”for their hard work and dedication to the brand.

“We are enthusiastic about creating a stable, long-term relationship with The Golf Business,” Fletcher says. “We'll be building Sunice with brand-enhancing and brand-strengthening strategies and those, in concert with our solid team, make us very excited about the opportunities that lie ahead,” Fletcher adds. “Product-wise, we are confident that we will continue to be a strong force in the market as we look to expand the Gore-Tex™ collections and release stretch products.”

Operating in Europe's biggest and most competitive golf sector environment, The Golf Business has a proven track record in building strong brands and market share well above the industry norm. The company and its experienced team of sales representatives are committed to providing trade customers with professional service and solid margins, while supplying consumers with exceptional products at competitive prices.

Among the products TGB markets and sells in the UK and Ireland are New York City-based EP Pro, the No. 1 ladies' golf apparel company in the United States; Atlanta-based Oxford Golf, a highly regarded apparel company whose clothing epitomizes golf's rich traditions and classic styles; and Glenayr Golf, a new belt brand designed specifically for the European market by the well-established, Canada-based Canterbury Belts company.