Welcome Aboard!

Text by John Steinbreder

Upstart Vineyard Vines' success in golf apparel has been somewhat surprising. After all, much of its wares have little to do with typical course attire.

Rather, Vineyard Vines is becoming a staple at some of the country's toniest golf clubs for its collection of ties, belts, boxer shorts and bathing suits, which are as high in quality as they are whimsical in style. Founded in 1998 by brothers Shep and Ian Murray - with an $8,000 credit card advance - Vineyard Vines generates about $23 million in annual revenues, selling its ocean-motif items at roughly 200 golf shops around the country. The Connecticut-based company also showcased its merchandise at the 2005 PGA Championship at Baltusrol and the 2006 U.S. Open at Winged Foot. At the latter, spectators purchased 600 Vineyard Vines ties designed especially for the year's second major.

Indeed, just over a year ago in response to growing pro shop demand for its goods, Vineyard Vines debuted a golf line that includes polo shirts and twill shorts for men and women. More golf-specific apparel is on the way. In addition to polo shirts ($62) and twill shorts ($67), the company will focus on pants and skirts. The golf line accounts for less than 10 percent of sales, but company executives are optimistic about its potential.

"The pro shops kept asking for merchandise like that to carry in their shops, and our golf collection is a response to that," Ian Murray said. "It is only a small percentage of our business today, but we see it as an area of real growth."

Ties remain the company's core business, and they are what gave Vineyard Vines its start nearly a decade ago. Shep and Ian, 35 and 31 respectively, gave up jobs in New York to make and market neck ties that, in their views, evoked the Massachusetts island of Martha's Vineyard, where they had spent their summers as youths.

Logos include bluefish and motorboats as well as crabs and turtles, and during the company's early years the brothers sold their wares out of backpacks on the streets and beaches of the Vineyard. It seemed an odd time to be peddling neckwear, as those were the burgeoning days of business casual, and no one seemed all that excited about wearing ties. But the company's charming designs captured the fancy of the sort of high-end, preppy customer in much the same way Lily Pulitzer held a similar demographic rapt in the 19602, and business took off. (Among Vineyard Vines' more high-profile customers was Massachusetts Senator John Kerry, who frequently wore its ties during the 2004 presidential campaign.)

In time, the brothers began producing custom neckwear at the request of clubs already carrying their other lines. That led them into golf, making ties (typically $65) and eventually belts (as much as $50) designed with individual logos specifically for the clubs.

The response from consumers has been terrific, which is why Doug Steffen offers Baltusrol club ties in six colors in his pro shop

"We are expanding what we carry of their lines as they expand," said Steffen, head golf professional of the Springfield, N.J., club. "We do not have any of their golf shirts or shorts yet, but we will before very long."

Likewise, St. Louis Country Club shop manager Jeni Martin has been pleasantly surprised by the demand for Vineyard Vines.

"I sold 275 Vineyard Vines ties out of my shop last year, and that is a lot of ties in a world that does not wear a lot of ties any more," she said.

Bob Ford, head golf professional at Oakmont Country Club in Oakmont, Pa., and Seminole Golf Club in Juno Beach, Fla., attrivutes the company's success to its fun and exciting designs. Just as important, he said, Vineyard Vines' color palette has been right on the mark.

"We are into brights all of a sudden, and Vineyard Vines was there at the right time... I never thought I'd be moving bathing suits and boxer shorts out of my pro shops, but we're killing them with the brand in both places."

Vineyard Vines; 800/892-4982 or vineyardvines.com

Golf Week - July 29, 2006