Swedish brand JL strikes jackpot in Singapore

The Swedish golf apparel brand J. Lindeberg, JL in short, became an instant hit when it was launched in the island state early 2004.
     All thanks to Mark Chin. He decided to go for JL from the start of his shop, Golfcenter, which opened March 2004.
     How has J. Lindeberg been selling so far at your store? Any particular kind of Singaporean golfer that goes for that brand?
     “The brand is selling well. We are almost sold out on many items, men’s golf shirts and belts. Since the store opened for business, I was indeed very surprised many customers actually came up to me and commented that we’ve struck jackpot with the brand,” says Mark Chin who runs the shop with his wife Li.
     JL buyers in Singapore range in age from 13 to 68. Not only Singaporeans but also a lot of Scandinavians, Indonesians, Hong Kong and Taiwanese customers have shown up.
     “This is in line with JL’s positioning statement that age does not matter as his design transcends age. The golfer’s mindset of wanting to be modern, aware and different is more important,” explains Mark Chin.
     Why did you decide to bring in J. Lindeberg products? What is it, in your opinion that makes it a distinctive brand?
     “I consider myself somewhat a stylish golfer on the course. I felt that in Singapore, we could do with another brand of nice designer men’s golf apparels. The main fare had been quite standard till now,” explains Mark Chin.” Since we watch a lot of US PGA and European Tour golf on TV, it wasn’t long before I began noticing the golf fashion of Charles Howell III and Jesper Parnevik.”
     Both successful golfers who wear this very distinctive Swedish brand.      Encouraged by what he saw on the course and by his friends who felt he should give it a try, Mark Chin decided to approach JL and bring the label to Singapore.
     Last year he wrote to the company. In September he was invited to Sweden by JL’s founder Johan Lindeberg to view their Spring/Summer 2004 collection which is now featured in his Singapore shop.
     “I think JL’s golf apparels define the new modern movement in golf, for sure. Which label has these kinds of clothes? They are stylish, yet functional and a lot of attention has been paid to selection of the fabric, position of the neck buttons etc. All these details contribute to how the apparel falls on the body on which it’s worn. Golf is a sport after all and the apparels must be athletic looking and assist not hinder your game. I am also a believer that if you look good on the course, you will actually play better. Golf is a game of confidence, in addition to the technical aspects, so consider your golf apparels as an integral part of golf equipment. It’s that important.”

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