{"id":226620,"date":"2018-08-13T13:20:31","date_gmt":"2018-08-13T13:20:31","guid":{"rendered":"https:\/\/golftoday.co.uk\/galvin-green-performance-culture\/"},"modified":"2022-10-06T11:23:03","modified_gmt":"2022-10-06T11:23:03","slug":"galvin-green-performance-culture","status":"publish","type":"post","link":"https:\/\/golftoday.co.uk\/galvin-green-performance-culture\/","title":{"rendered":"Galvin Green – Performance Culture"},"content":{"rendered":"
Equipment<\/strong><\/span><\/p>\n by Richard Simmons<\/em>[octo_single_image image=”108816″ img_size=”full” alignment=”center”]For devotees of the brand, Galvin Green defines its genre: golf-inspired outerwear that does exactly what it says on the tin. GT Editor Richard Simmons <\/b> talked to the man at the helm, CEO Christian Nilsson <\/i><\/p>\n GT: How do you describe the essential ethos of Galvin Green the company \u2013 the culture, the underlying drivers and principles that motivate your staff? <\/i><\/b><\/p>\n The soul within Galvin Green is almost a faith; we’re a family but not relatives, if you know what I mean. We employ people for the skills that we need to add to the company \u2013 and we have a lot of excellent people \u2013 and then it’s case of working together as a group. Loyalty is highly valued. The brand is valued. The promise we make to our customers is that we never compromise and I think that it has everything to do with the fact that everyone involved in our business is interested in one thing: striving to be better. The spirit within Galvin Green is something we are aware of and talk about a lot.<\/p>\n GT: The Galvin Green brand is dedicated to golf and yet given the innovation and design capability you could easily move into other areas. Are you tempted? <\/i><\/b><\/p>\n I believe it’s important to have a clear focus in life. It would be very easy to create products that could be good for something else but we are all about details, the smallest <\/i> of details, and for Galvin Green that comes down to the way a product performs out on the golf course. And this focus applies to every single aspect of our business. You know, many years ago we were more diversified; In the 1980s and early 90s we had ski brands alongside golf and other outdoor sports. We had 22 different brands and it was a total mess. We had no focus. Today Galvin Green is <\/i> golf. We care about our retailers; our products are sold exclusively through \u2018green-grass’ outlets \u2013 we actively pursue golfers [Galvin Green’s online business model is such that a portal has to be related to a golf account.]<\/p>\n GT: A business model that is endorsed \u2013 and indeed controlled \u2013 via your distribution network, targeting premium golf clubs? <\/i><\/b><\/p>\n Most definitely. For me, the cornerstones of good business are product development, selective distributors, consumer confidence and guaranteed function. And that is the promise we make to our customers worldwide. I believe it’s important, speaking for the consumer, for people to show other people they are golfers. We are proud to see a Galvin Green jacket or a sweater outside a golf environment because we know that it was found at a golf course and the chances are 99.9% that he or she is a golfer. The staff at our sales, marketing and design are all golf junkies. We do say to prospective employees, if you don’t like golf, don’t work here! Because we talk golf non-stop. It is our passion.<\/p>\n [octo_single_image image=”108798″ img_size=”full” alignment=”center”]GT: The critical message delivered by Mats Lundqvist \u2013 effectively your head of \u2018Q Branch’ \u2013 is that innovation drives everything Galvin Green. It’s all about \u201cproduct, product, product\u201d. Where do you and your team find your inspiration? <\/i><\/b><\/p>\n Funnily enough, I think that where we come from geographically is the most important influencing factor. We are in a small, tiny bit of Sweden. We have long winters \u2013 it’s often dark, a lot of woods, trees, not much to see. To compensate for that we like to see a lot of bold, vivid colours! The history of where we were all brought up is key to the process, as it’s also where we create. It would be easy for us to say, \u2018OK, the UK market is growing, so we need to create specific products for the UK.’ No, no way. We create things that we want to see, invent things that the customer doesn’t yet know he needs! Our chief designer, Mats Lundqvist and his team regularly take inspiration trips to the major cities \u2013 New York, Paris, London, Milan \u2013 to keep up with the latest trends and they draw inspiration from the world around us. We are not afraid to explore new fashions, colours, cuts and. of course, materials. And it’s not only nothing that interests us but architecture, cars, furniture. As long as money we spend on research and development is greater than we spend on marketing, I’m happy!<\/p>\n GT: Do you regard what you do as art, as much as anything else? <\/i><\/b><\/p>\n In a way it is. But we are so much into the technical aspect of what goes into a Galvin Green product that the artistry is determined by the materials we use and the design details that we want to include in a specific product for sheer performance and practicality. Each and every garment we produce has to be fit for purpose \u2013 and that purpose is golf. All of Galvin Green’s outerwear garments, for example, involve the use of GORE-TEX \u2013 that was the best decision we ever made as a company. When we then look at the layering concept, each layer is designed to maximise the function of the GORE-TEX fabrics in the outer shell. Take the latest range of GORE-TEX inspired product, for example the super-soft Alon jacket, which utilises a brand new fabric developed in Japan, a 3-layer blending of GORE-TEX that is designed to ‘ side & glide’ over the garments beneath. Not only is that a supreme performance jacket but a dream to wear, pure luxury.<\/p>\n Design is led not so much by fashion but by the need to provide the golfer with a garment that fits him or her so perfectly that movement is unrestricted. We integrate stretch material to give a golfer freedom to swing, while the cut of the jacket these days eliminates the old problem of bulky material across the chest. Then you look at smaller details, such as the rain channels in the cuffs, or collar, that drain excess water away from the hands when you hold a golf club. Mats and his team look at everything from the perspective of the golfer \u2013 how can we do something better.<\/p>\n GT: Which of the current new technology in your range do you find the most satisfying? <\/i><\/b><\/p>\n Over the last couple of seasons, if I can indulge that question, in terms of performance there are two things for me: INSULA and GORE-TEX. We developed a brand new fabric, INSULA, with an Italian manufacturer and it is fantastic. It is light, relatively thin fabric but incredibly warm thanks to the in built air chambers which are warmed by the body heat. Not only great to wear but so easy to care for. Out of that we developed the INTERFACE, which was brand new for 2018, and if there is one jacket a golfer would choose to wear for all-round playability and performance this is it. Earlier this season we also launched a contemporary fashion-inspired range \u2013 the EDGE \u2013 which includes some terrific pieces we are all extremely proud of and extends the Galvin Green portfolio to another audience.<\/p>\n [octo_single_image image=”108799″ img_size=”full” alignment=”center”]GT: The layering concept has been one of the key developments in apparel over the last 10 years \u2013 presumably that can be traced to your geography also? <\/i><\/b><\/p>\n Absolutely. Life in Sweden revolves around distinct seasons. We do have good summers but they are relatively short(!), we have long, cold winters and distinct spring and autumn climate, too. Wonderfully distinct seasons. The best of all worlds, actually. I can remember my parents and grandparents emphasising the need to layer-up to stay warm \u2013 I think that’s where the idea came from for us. It’s part of our culture. The innovation is fabrics enabled us to pursue the concept and today golfers take it forgranted \u2013 whatever the weather you can find the clothing to stay warm and swing freely. And the growth in this market has enabled us to create added value for retailers, too. I am particularly excited about our new Autumn\/Winter collection, details of which have just been released. No previous Galvin Green collection has come close to presenting so many genuinely new garments and distinctive styles at one time. Featuring a raft of exciting new colourways the latest range of capitalises on our ability to deliver the very best layering options, enabling golfers to enjoy playing the game in the most challenging conditions.<\/p>\n GT; Certain brands in golf \u2013 yours among them \u2013 define their genre. How has that come about? <\/i><\/b><\/p>\n Consumer confidence in our quality and service is the most important thing to us. We haven’t been volume driver; owe have been driven by word of mouth and demand. We are not blind to the fact there are very many good products out there and while we know we can deliver a fantastic job with the product range it’s not enough just to have the best product. You need to sell it, you need to market it, and above all you need to exceed expectations. That is probably one of the most important factors of the challenge in our business. For example, we tell our customers and retailers that we will fulfil an order in three days\u2026.and then bust a gut to make sure they have it in two. What’s the reaction? Wow <\/i>! It’s all about service.<\/p>\n GT: Notwithstanding the price point, which obviously plays a huge part in identifying your customer, what type of players is Galvin Green aiming at? <\/i><\/b><\/p>\n So many people ask me this. Well, he or she can be any age. If you are prepared to invest in your game and you are looking for a genuine technological edge, then I say you are a Galvin Green customer. This is all about appreciating products that enhance performance and make you feel good. Age and handicap don’t come into it.<\/p>\n [octo_single_image image=”108800″ img_size=”full” alignment=”center”]DID YOU KNOW: The GORE-TEX membrane contains over 1.4 billion microscopic pores per square centimetre. These pores are 20,000 times smaller than a water droplet but 700 times larger than a water-vapour molecule, which means the GORE-TEX membrane completely waterproof from the outside while allowing moisture to escape from the inside\u2026<\/i><\/p>\n GT: You identify the UK market as being one of the most valuable \u2013 it’s good to know that our weather at least has some benefits! <\/i><\/b><\/p>\n I love the fact that the golfers in the British Isles play golf year-round. That doesn’t happen back in Sweden or Scandinavia generally. Brits are unique. And so from a marketing perspective even though there are other areas that are bigger in terms of overall volume, I’m not sure there is another market that turns over so much GORE-TEX or WINDSTOPPERS or Performance Gear.<\/p>\n PRODUCT HIGHLIGHTS: Performance you can trust\u2026 <\/b><\/p>\n Alon Jacket – Men’s Gore-tex stretch fabric with C-Knit Backer Jackets <\/b><\/p>\n The latest premium waterproof full-zip jacket in ultra-light weight stretch GORE-TEX \u2013 a Japanese-made fabric that has the ability to \u2018slide & glide’ over garments underneath. Complex 3-layer construction makes it highly breathable and durable. Innovative rubberised collar & cuffs.<\/p>\n INTERFACE-1 <\/b>The Lance is crafted from a lightweight windproof fabric, soft, stretchy and breathable. Purely designed for more golf, hybrid range features latest technologies to keep body protected from wind chill while offering maximum flexibility and comfort. Available in full- and half-zip.<\/p>\nGalvin Green – Performance Culture<\/h1>\n