Golf attire sales are (Royal &) Awesome

The Royal & Awesome team modelling their wares

Golf attire sales are (Royal &) Awesome

Edinburgh based golf clothing brand Royal & Awesome’s growth continues, as it passes the £1m turnover barrier.

Edinburgh based golf clothing brand Royal & Awesome’s growth continues, as it passes the £1m turnover barrier.

The label, which was launched in April 2012, has morphed from a tongue-in-cheek start-up, into a global brand.

Royal & Awesome’s uniquely memorable trousers are favoured by celebrities including former First Minister Lord Jack McConnell, singer Brian McFadden and newsreader Naga Munchetty, as it prepares to celebrate its fifth birthday.

60% of its sales are now made in the United States, with a significant contribution coming from online retailing giant Amazon; 35% coming from the UK and the remainder from Australia.

Sales have grown by 50%  year-on-year each year since the label was created.

The brand was launched by MD Graeme Smeaton, in partnership with Morphsuits’ founders Gregor Lawson and Ali and Fraser Smeaton.

The Smeaton brothers hail from Gullane, the East Lothian village that is home to Muirfield, the championship course that has regularly hosted The Open.

Graeme said: “The growth of our brand over the past five years has been absolutely ‘awesome’ – there’s no other word for it.

“All four of us are keen golfers and we wanted to create a brand that really stood out as different.  We’ve done this by taking all the history and heritage of golf in Scotland and adding loads of fun and colour.

“Golf is a game that’s played throughout the world, so knew the potential for Royal & Awesome to become a global brand.

“The reaction has been fantastic – people buy our trousers, shorts and Plus Twos to wear at charity games, stag parties and lads’ annual outings.”

As well as becoming popular with celebrities, the Royal & Awesome brand has also attracted a host of sportsmen as ambassadors, ranging from former football players and managers like Neil Lennon, Ally McCoist and Ian Wright through to cricketers such as Darren Gough, Matthew Hoggard and Kevin Pieterson and athletes including Kriss Akabusi, Mike Tindall and Sir Steve Redgrave.

Graeme added: “Social media has been at the heart of our growth.  We’ve got so many great pictures and videos of people having fun in our range and social media is the perfect channel to share these.

“Golf trick-shots are incredibly popular on platforms such as Instagram and Youtube and we’ve partnered with some of the best in the business to create bespoke branded content. 

“We can then share this content to the audience on our own channels and especially through our email newsletters, which are particularly popular with customers who perhaps don’t have time to trawl the net.

“I am totally confident that our growth will continue as we keep raising the profile of brand through social media and we keep increasing our distribution and availability through our own website, Amazon and third party retailers.”