Huntington Beach-based TravisMathew announced today a full redesign of its flagship store at Fashion Island with a grand reopening celebration on July 15.
Originally a 2,000 square foot space, the shop has added another 5,000 square feet to the Newport Beach location which was the lifestyle brand’s first retail center.
The space was designed as a shopping hub with TVs for watching sports, custom branded games like shuffleboard and a ping pong table, and even a PuttView golf aid for customers to utilize while shopping.
The renovated storefront now includes a wider selection of TravisMathew apparel, including its first women’s collection which launched last month.
“We’re creating a casual environment for shoppers to spend time in and giving people a reason to come in store,” Vice President of Retail Bob Hyde told the Business Journal.
TravisMathew plans to take the training ground of this new model and use it for the rest of its locations as business grows. The brand breached the Northeast market for the first time this month as well with a new location in Boston and a store in New York about to open.
“We want customers to interact with the store and our team, linger and eventually make a purchase,” Hyde said.
Acquired by Callaway Golf Co. (NYSE: ELY) in 2017, the golf apparel retailer will have 41 stores by the end of the year including a new international spot at the St. Andrews Links golf course in Scotland which will open in August.
