Ben Hogan Golf equipment is set to make a comeback after being bought by Golf Brands Inc., a year after the brand shut down due to its majority shareholder filing for bankruptcy and losing all funding due to the Covid pandemic.
At Glance
‣ Ben Hogan Golf equipment is set to make a comeback after Golf Brands Inc. purchased the license from previous owner Perry Ellis.
‣ The brand had previously shut down due to financial difficulties brought on by the Covid pandemic and the bankruptcy of its majority shareholder.
‣ The new owners plan to sell the clubs directly to consumers and aim to provide high-quality golf equipment at roughly half the usual price.
‣ Despite previous financial difficulties, Ben Hogan products were still performing well in the market, with products like the PTX Pro, Icon irons, and Equalizer wedges being among the best.
Ben Hogan Golf equipment is back in the game. This comes a little over a year after it seemed to have closed down for good.
The brand shut its doors in June 2022, marking the 25th anniversary of the legendary player’s death. This closure was thought to be permanent, especially after its majority shareholder filed for bankruptcy. As a result, Ben Hogan lost all its funding, a direct impact of the Covid pandemic.
However, a savior has emerged in the form of Golf Brands Inc. This company is known for the recent relaunches of renowned golf brands like MacGregor Golf, RAM Golf, and Zebra Golf.
Golf Brands Inc. acquired the license from the previous owner, Perry Ellis, in late September. Now, Ben Hogan is all set to start selling its clubs directly to consumers again.
Simon Millington, the CEO of Golf Brands Inc., expressed his honor in being entrusted with the Ben Hogan brand. He’s the one who moved swiftly to secure a deal for the historic company.
Millington said, “As we drive Ben Hogan Golf into the future, we will remain inspired by the legacy and values of Mr. Hogan. At the same time, we’ll ensure our equipment meets the demands of today’s modern golfer.”
The revamped Ben Hogan brand has pledged to provide options for golfers. They aim to offer the highest quality golf equipment at roughly half the price of what customers are used to paying.
In a conversation with MyGolfSpy back in October, Millington stated, “We want people wowed when they get their product. That’s the respect we want to earn. We have to earn it. Quality matters, and then it’s about elevating the brand. But to do that we’ve got to get the product right.”
Before its forced closure in 2022, Ben Hogan products were still performing well in the market. They were not at the top-five OEMs level but held their own. Products like the PTX Pro, Icon irons, and Equalizer wedges were among the best Ben Hogan golf clubs around. The brand had options for every club in the bag.
While it’s unlikely to disrupt the top dogs on its latest triumphant return, fans of the Hogan brand will not care. They are ready to pick up any new club their heart desires once more.
