St. Louis Country Club: Golf Shop Trends
Alex Elias
Gabbi Pranger
From the Office to the Course…
Post-COVID, office dress codes have largely shifted toward “business comfort,” directly impacting golf shops across the country. At St. Louis Country Club, merchandiser Gabbi Pranger has noticed this shift and adapted accordingly.
“Offices shifting their dress codes has given many the opportunity to ditch their ties and wear polos, quarter-zips, and sweaters,” said Pranger. “As a result, much of our inventory has shifted. We now offer more long-sleeve polos for layering and sweaters with tonal logos on the sleeve, providing a subtle nod to the club without standing out too much.”
As the shift began with members purchasing pants, sweaters, and similar items for the office, they quickly realized the same “one-stop shop” mentality could be applied to travel and home accessories.
“If you can offer a wide range of items and make shopping easy and enjoyable, members will choose to support their golf shop before heading to a big-box store,” said Pranger. “We’ve found great success with Hudson Sutler duffles and golf shoes, as well as home goods such as glassware, candles, blankets, and more.”
Women's Golf Apparel
Having recently attended The PGA Show in Orlando, Florida, Pranger said, “It wasn't too long ago when the PGA Show featured nearly all men’s brands, but women’s are making strides.”
That trend is reflected in St. Louis Country Club’s Pro Shop, where she continues to add more women’s brands each year, with Renwick and Smith & Quinn among the most popular. Similar to men, women are gravitating toward versatile pieces.
“Our most popular items are sweaters and golf dresses that can be worn on the course and off, even running errands,” said Pranger.
Though versatility is a trend among both men and women, one difference for women is their preference in golf shoes. While many men opt for traditional styles, such as the FootJoy Premiere Series – Field, women tend to prefer sneaker-style golf shoes.
