 |
| Christian Nilsson, MD of Galvin Green |
| "We Never Compromise in the way we take decisions, select fabrics, select manufactures and deliver our products" |
GALVIN GREEN - industry insider's view
Galvin Green is a remarkable business success story.
Recently I was fortunate enough to visit Galvin Green HQ in Växjö which isabout half way up Sweden. First impressions were great, the office interiorswere impeccably designed with lots of space and stylish and functionalfurniture. The showroom cum boardroom displayed the current range in all itsglory. I noted the best offices were for the designers.
I met one of them, Mats Lundqvist, the lead designer for 25 years. His jobis to integrate industry leading technology to marry function with fashion. Ibelieve he was responsible for creating the trademark look that shot theclothing ranges to great popularity in golf in recent years.
I also spent some time with Christian Nilsson, the Managing Director since2002, to learn more about the growth of the business and the brand’srelationship with quality. He was happy to answer my questions.
Q. What is your role in the company and how long have you workedthere for?
A. I joined Galvin Green AB in 1999, as Export Manager. In 2002 I tookover the reins as Managing Director and have had the overall responsibility forthe company ever since.
Q. What kind of growth has Galvin Green enjoyed over the last fewyears?
A. Over the last 8 years we have had the following developments (GalvinGreen AB, all countries included):
2002: +11%, 2003: +6%, 2004: +14%, 2005: +15%,2006: +25%, 2007: +29%, 2008: +12%, 2009:+6% (end of October)
Q.Is it true that you don’t pay tour players to wear Galvin Green butmany of them do anyway?
A.Yes it is true. However, we do have a small team of players that wesupport and we use these players in the development of our products. A lot ofPros, caddies and other teams of players wear our golf wear because of itsquality, though we do not pay any retainers or bonuses to them.
Q. Customers pay a premium for Galvin Green garments. How would youjustify this to a golfer new to the brand?
A. To understand our philosophy when it comes to pricing, you have tounderstand the quality, service, knowledge and training that goes into everyGalvin Green product. To move forward with your golf, you have to invest in yourgame – in the same way that golfers invest in new clubs and so on. - Get seriousGet Galvin! is more than just a catchy motto. What’s more, all our sales teamsare well trained and equipped to help golfers in this respect. In return,golfers can feel confident in our products, enjoy a high status and a feeling ofwell being wearing our clothing.
Q. Is "quality" all about the products when running a company likeGalvin Green?
A. For us it is more a question of "We Never Compromise". We NeverCompromise in the way we take decisions, select fabrics, select manufactures anddeliver our products. And We Never compromise when dealing with our employees,our customers and other partners. So I would say that quality is an integralpart of the fact that We Never Compromise!
Q. Although the bedrock of Galvin Green’s success has been on"weather" gear, the clothing ranges have made a real impact in recent years.What was the secret behind this success?
A. For us it has been very important to keep our range of clothing inline with the way we think about the outer layer. Thinking along multi-layerlines and thinking comfort has been our main target. When golf clothing thenbecame fashion, it helped us as we have always been at the forefront of designand our designs differ from other brands. Developing something that golfersperhaps didn’t realise existed.
Q. Do you like playing golf in the rain?
A. To be honest, I didn’t like to play in wet conditions when I startedto play golf (1977). Over the years I have learned how to play in wet conditionsand I really enjoy doing this now. I actually feel that I have an advantage andmy confidence increases in rainy conditions. First of all, if you keep yourselfdry with a Gore-Tex outer layer together with a rain hat, a pair of goodGore-Tex shoes and a couple of extra gloves in your bag, then all you have to dois keep your bag and clubs dry. I never carry the bag in bad conditions as it isharder to keep your equipment dry when you carry.
Golf is full of brands that look premium from the brochure but seldom back itup in manufacturing quality and service. However, my experience in Swedenshowed me Galvin Green was the real deal from its very core, justifying itsposition as the golf industry's stand alone leader in its category.
Galvin Green Home
