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It’s in the hole! And it may be coming to a golf shop near you. Avid golf fan Bill Murray, who brought the sport to the big screen as Carl Spackler in the 1980 film “Caddyshack,” announced recently that he, brother Joel and website The Chive have teamed up to create William Murray Golf, which will bring Bill’s own oddball style to the course with polos, button-ups, shorts, hats and t-shirts.
“With William Murray Golf, we’re looking for that perfect combination of style, humor and subtle irreverence as a way to make things more laid back, relatable and fun,” Joel Murray told Vanity Fair.
Though Murray brings name recognition to the sport, the men’s marketplace is nevertheless a crowded field, notes Desane Blaney, executive director of the Association of Golf Merchandisers. The line enters golf with its share of pluses, particularly his popularity and a well-financed operation, but questions abound about the potential for success.
“What’s the point of differentiation in his collection versus others that are established?” Blaney posits. “Seasoned retailers traditionally do not buy a collection for the first few seasons, and here’s why: What’s the fit? What’s the quality? Is the quality in sync with the price point? What’s happening in the ‘back of the house?’ Think customer service and shipping.”
Blaney sees similarities between Murray’s collection and other potential stars making a move into the industry. But if Murray is going to be as successful as long-term business enterprises like Bobby Jones or Greg Norman, he’ll have to win over retailers.
“The men’s marketplace includes collections that are cutting-edge to traditional,” Blaney explains. “And, if there’s one cardinal rule in retail, it’s ‘know thy customer.’
“Particularly on the private side of clubs, the dress codes are well established,” she adds. “Retailers may like the product, but if it doesn’t fit the demographics or dress code, it won’t be carried.”
To that end, co-founder John Resig told Forbes that the styles won’t be as extreme as some of the things Murray has worn, but you’ll be able to recognize the product line from 50 yards away, an almost tempered down version of the Loudmouth brand.
And if golfers bite on the product and its style—The Chive said its first batch nearly sold out in 12 hours—it’ll be a Cinderella story. Outta nowhere.
— Chris Cox