Brand Fusion parts with Adams

Brand Fusion announced on February 11 that the company has ceased to distribute Adams Golf equipment, arguably the highest profile brand in its stable.

The statement said: “Adams’ product plans for 2009 were not in line with [Brand Fusion’s] own, and this, coupled with the current economic climate, made it the right decision to make.”

Without a UK distributor for the time being, Direct Golf will still stock Adams equipment, as it has been for the past three years, and Direct Golf has strengthened its ties with the American brand by becoming its ‘official supplier’ in the UK. Adams equipment will be available at the 13 Direct Golf shops, online and via Direct Golf’s mail order phone line.

“It’s business as usual for us in terms of selling Adams product,” Direct Golf’s Edward Battye explains to SGB Golf. “I don’t know exactly what percentage of Adams’ UK business we have accounted for in the past, but I would estimate it to be at least 70%, and so the situation as far as consumers are concerned will not change significantly.”

In general, Battye reports that Direct Golf has seen good sales results for the early part of 2009, and he believes the company’s market share is growing.