Fort Walton Beach, FL
Edwin Watts Golf is the world’s largest individual golf retailer. They have had 6 stores named to the prestigious Golf World Business list of “America’s 100 Best Golf Shops.” They have also consistently ranked in the Top-50 in sales nationally among sporting goods retailers. The company has been named SGB’s “Trendsetter of the Year” twice in the past five years in the specialty retail category.
The Challenge
Design and produce custom high-end retail store fixtures without going over budget while maintaining reputation of being a prestigious place to shop. Create fixtures that could adapt to store environments giving merchandisers and store manager’s flexibility to create multiple merchandising options.
Keep fixture costs low in order to aggressively expand to several locations.
The Solution
Hurco Design and Manufacturing produces fixture renderings based on hand drawings created by the Edwin Watts Golf design and merchandising team. Using these renderings Hurco and Edwin Watts Golf collaborate on ideas around function vs. design. Hurco’s number one goal throughout the design process is to maintain the aesthetics of the fixtures while at the same time creating a quality built fixture.
It was determined that the fixtures would be modular in order to customized each store fixture package for the different sizes and layouts of each retail location. With the fixtures being modular, Edwin Watts Golf is able to keep costs down and create a prestigious look at each of their locations. The fixtures are also design to adapt to each store layout allowing Merchandisers and Store Managers to easily change how merchandise is displayed.
After minor changes to the drawings, Hurco creates a final drawing of each of the fixtures. Hurco produces prototypes that are shipped to the Edwin Watts Golf team. After seeing the prototypes the Edwin Watts Golf team decides if changes are required. If not they give the go ahead to produce the fixtures.
For each new location, Edwin Watts Golf simply sends Hurco how many of what fixtures they need for the location. Edwin Watts Golf also sends information of how they want the Cash Wrap and Back Wrap designed. Since they are created as modules it is easy for Hurco to place the modules where Edwin Watts Golf desires and send the drawing to Edwin Watts Golf for final approval.
It’s a great working relationship. Hurco produces Cash Wraps, Back Wraps, Laminated Gondolas, H-Walls, Kiosks, Rolling Platforms, Fitting Rooms, Shoe Bins, Ball Bins, Dump Bins, Glove Racks, P-O-P Displays, Golf Club Displays, etc.
