Are non-golfers attracted to high-end golf apparel? PXG thinks so.

SCOTTSDALE, Ariz. — On Friday, Scottsdale, Arizona-based golf equipment and apparel brand PXG launched its first corporate pop-up apparel store in the newly renovated luxury wing of Fashion Square Mall in Scottsdale. I did.

PXG operates more than 20 brick-and-mortar stores around the world, but the Scottsdale pop-up is the first to feature only apparel and no equipment. The storefront layout is intentional. Scottsdale Fashion Square is the premier shopping destination in the Phoenix metropolitan area. The mall has undergone a renaissance in recent years, investing in new restaurant space and renovating existing walkways. Lenny Parsons, president and executive creative director of PXG Apparel, said the hope for PXG, which is sandwiched between luxury brands such as Prada, Dolce & Gabbana and Versace, is to attract high-end customers who don’t necessarily play golf. . In his new role as CMO of PXG, he will lead the brand’s marketing globally.

“We wanted to differentiate and clarify the apparel side of the business for consumers and raise awareness that apparel is also a brand,” Parsons said ahead of the pop-up’s grand opening. “We thought, by doing that, this place has become very visible. You’re in front of a lot of consumers, a lot of different kinds of people, some of whom are not golfers. Some of them don’t even know what PXG is, and some of them know what PXG is but don’t even know that there is apparel. This is an opportunity for us to have a stand-alone boutique centered around this product for PXG and dedicated solely to these products.”

PXG Apparel’s design philosophy is centered around creating luxury products that are not only suitable for golf, but also seamlessly transition into other environments such as errands or restaurants. Parsons hopes this aesthetic will resonate with Fashion Square’s customers.

The pop-up is well-lit and luxuriously appointed, making it feel more like a permanent location than a temporary storefront. Depending on how things go in the coming months, the pop-up’s lease could theoretically be extended. But Parsons said the pop-up’s location is timed to coincide with the height of Arizona’s golf and tourism season, as well as accompanying events in the area, such as the upcoming WM Phoenix Open, as a marketing opportunity to increase brand awareness. He said it was intended as an opportunity.

“We think this is the right time to do this and the right time to introduce our brand to new and different people,” Parsons said. “Customers want an in-person experience, they want to engage with the brand, they want to touch and feel the product. And for our brand, this is very important, because our products are especially important in the golf field. It’s difficult to convey that on a website.”

Parsons is also a golfer and is actively involved in the design process for new collections, as well as wearing items on and off the course. The performance element of each work within a particular collection is the most important priority.

“I’m a golfer, so we talk about that when we design the collection,” she said. “Each part has to function and perform well on the track.”

To promote the pop-up’s opening, PXG has planned a number of special events and giveaways over the coming months, including a grand prize where one lucky shopper will receive an electric Moke worth more than $25,000. Mork is currently on display at the entrance of the pop-up.

For information on PXG Apparel and the pop-up store, click here and scroll through the photos below to see inside the Scottsdale pop-up.