Manors Golf is eyeing the U.S. market. Manors Golf Manors Golf was founded on the belief that “golf isn’t a sport to be mastered, but a game to be explored.” That mantra has guided the London-based brand all over the world from the deserts of Arizona to 120 miles above the Arctic Circle in Norway, the neon-lit skyscrapers of Tokyo, Scottish Highlands and just about everywhere in between. Satisfied with its success and exposure in England’s capital thanks to a presence in top retailers and department stores including Harrods, Selfridges and TrendyGolf, Manors has its sights set on its next adventure: the U.S. “We speak about the United States almost an unhealthy amount,” Manors co-founder Jojo Regan said. “… To make this global business achievable, we’ve got to break America. That’s at the forefront of our strategic thinking.” Making it in America? The U.S. represents approximately 30% of the brand’s total D2C sales, according to Regan. Manors isn’t MIA in the market but faces stiff competition from legacy golf brands and newer streetwear-inspired brands including Malbon, Bogey Boys, Eastside Golf and Metalwood—all vying for finite space at pro shops, retailers and wholesalers, as well eyeballs and limited attention spans on social media. While it seems like a no-brainer to come across the pond to engage 28.1 million Americans who played on a golf course in 2024 and—maybe more importantly—another 19 million who played off-course forms of the game exclusively, doing so is easier said than done. MORE FOR YOU Anonymous Hacks Putin’s Secret Data—Publishes Trump File Google Pixel’s Unbeatable Upgrade—Bad News For Samsung iOS 18.4.1—Apple Issues New Update Warning To All iPhone Users Manors Golf has a goal of being 75% D2C this year. Manors Golf Rather than following the mold by trying to get into the top 2,000 golf clubs, the priority for Manors is identifying and executing a strategic approach to gain awareness and market share in the most cutthroat and popular golf market on the planet while being mindful of tariffs, taxes and cost. Manors needed to flip the script on its strategy after relying too heavily on wholesale in 2023, which accounted for 70% of turnover. With 70% now D2C—and a goal of getting that up to 75% this year—Regan said the brand is cautious of relying on wholesale to crack the U.S., especially with the bulk of costs having to be footed by Manors. “Do you take doors on for marketing purposes and take a hit on margin,” he said, “or do you not?” Following a £1 million Seed D round closed in late 2023 which put a £5 million valuation on the apparel upstart, Regan said Manors is big enough to look at other distribution options including 3PL which could help tap into the U.S. wholesale market. “Vitally important” to helping Manors achieve its goal of being a globally recognized golf brand, Regan said it’s something he, fellow co-founders Luke Davies and Nick Watts and other decision makers will address over the next 12 months. Rebounding from a rebrand Regan (managing director), Davies (creative director) and Watts (head of product) launched Manors in 2019. Initially a lifestyle fashion brand inspired by golf that was a passion project, Manors quickly became priority No. 1 for the trio as golf’s popularity skyrocketed during the Covid-19 pandemic. Seeing what they were building had a lot of legs, the trio put all their eggs in the Manors basket, raised money and started to carve out their niche. After a few years, though, they realized the niche was too limited, so they had to pivot. Manors Golf pivoted from knitwear to performance products. Manors Golf “We can’t grow a global golf brand by selling knitted cardigans,” Regan said. “In 2022 we chose to begin a rebrand. … The only thing we kept was the name. Everything else changed.” Prioritizing polyester and performance blends over cotton and knitwear, the modern-day Manors launched in March 2023. After logging £300,000 in sales in 2022, Manors ratcheted that up to just shy of £500,000 in 2023 before reaching its goal of £1 million last year. Not only did the brand’s new performance products, including its popular greenskeeper trousers, lead to growth and success for Manors 2.0, its creative/content/storytelling strategy became equally invaluable. Led by Davies behind the scenes and anchored by former pro James Wilson with cameos from brand ambassadors including Jay Bark, Josh Park, Liz Breed and Adem Wahbi in front of the camera, the Manors creative team relies on original organic content rather than paid marketing to increase brand awareness. “It is pretty much the most important tenet of our brand,” Regan said of Manors’ authentic storytelling. Centering around golf adventures, friendly competitions and unforgettable experiences, Manors’ creative has helped the brand catch the attention of important organizations and brands including the PGA Tour to collaborate on content and events. Manors recently worked with partners including Stanley, Rocco Forte Hotels and Jones Sports Co. to host its Sicilian Classic event at Verdura Resort in Italy. “We use storytelling to build an aspirational culture and community—one rooted in a shared passion for exploring the game,” Davies said. “By pairing this with premium, stylish and functional products, we aim to redefine what golf looks like for a new generation, ultimately carving out our space in the market and setting ourselves apart from the rest.” While the industry validation is certainly nice and appreciated, that doesn’t mean Manors will jump at the chance to say “yes” to every opportunity that comes their way. The goal, according to Regan, is to remain authentic to what Manors is while working with like-minded partners on mutually beneficial opportunities. “We’ve been very strategic about holding off on doing any collaborations,” he said. “We haven’t collaborated with anyone, really, since we launched the rebrand in March 2023, but we’re super excited about the pipeline we’ve got.” Follow me on Twitter or LinkedIn. Check out my website. Editorial StandardsForbes Accolades