A stylish pro shop designed for members and visiting golfers was a key component in plans for Royal Dornoch’s new clubhouse, and the move from drawing board to reality has proved a hit with members, visitors and staff over the first season.
Earlier this year, retail manager Brad Smith welcomed an additional member of staff to handle the anticipated demand. The team now numbers five full-timers, supported by a clutch of seasonal staff studying in town at the University of the Highlands and Islands.
“The new shop has been proving very popular with members and visitors alike, surpassing all our expectations, and that is being reflected by a surge in turnover,” said Brad, who is joined by head professional Andrew Skinner, retail supervisor Caitlin McNaughton and retail assistants Hugh McBride and Pia Kaur.
“The shop in the old clubhouse was very limited in terms of space and, quite simply, we had outgrown it. Now, the shop reflects the standing of the golf course which lures golfers from all around the world in their droves every summer.
“The display space we have is two and a half times bigger than we had previously and that has made a huge difference. We can showcase more products and in a much better way, rather than having everything crammed in. It is making for a much more enjoyable customer experience, and the feedback has been very positive.
“When there were lots of people milling around in the old shop it could feel uncomfortable. Now there is plenty of space to look at the displays. It never feels overcrowded.
“We have three pop-up pods rather than desks, which can create a barrier. They are always staffed when we are busy.
“We have much the same storage space behind the scenes but it is much better designed and easier to lay our hands on specific sizes, rather than just brands. We also have someone in the warehouse every morning tasked with restocking the shop. They have been very busy over the summer!”
A logo to remember
“Pretty much every visiting golfer leaves with a souvenir or two of their trip to Royal Dornoch because we are so highly ranked in the world of golf,” said Brad.
“Their visit might be a one-off bucket list experience so they want a logoed memento to remind them of their time here, whether that be a cap, head cover, ball marker, shirt or a quarter zip.
“Our Highland Wildcat crest is instantly recognisable in golfing circles, so that features heavily on our products. It is a talking point wherever people go.”
Fashion and the forecast
Brad jokes that he always has one eye on the weather forecast and the other on next season’s golf fashion trends, to ensure Royal Dornoch is on point.
“We respond to the ever-changing styles and colours, and we are seeing newer brands like Malbon coming through,” he noted. “Premium brands like Peter Millar and Kjus are always popular and if it’s a wet or cold day on the links, outerwear tends to be in demand if golfers have been travelling light.
“Sales are very weather dependent. Over the last three years, shirts were our best sellers, but with the early season being cooler this year, sweaters and beanie hats were proving more popular before the temperatures notched up.
“We are always looking ahead. We begin looking towards the following season a year in advance and every September we are finalising orders with our suppliers at home and abroad to keep pace with demand from members and visitors.”
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