Ben Hogan brand returns

The golf equipment brand founded by Ben Hogan, one of the most important figures in the game, is set to make a welcome return after being brought out of retirement by Las Vegas-based Golf Brands Inc.

For more than 70 years, the Ben Hogan brand has been synonymous with making the finest golf clubs. Golf Brands has struck a licensing deal to resurrect the company that first introduced the Edge and Apex irons and has more recently launched premium ranges of woods, irons, wedges, and putters, as well as a bespoke collection of golf bags and accessories.

Golf Brands Inc has a history of reviving the fortunes of iconic golf brands having successfully resurrected MacGregor in the US, and Ram and Zebra worldwide.

“When we found that Ben Hogan had become available, we knew we had to add it to our portfolio. We contacted Perry Ellis immediately to see what we could do together,” says Simon Millington, CEO of Golf Brands. “We are starting with this massive brand equity. It’s been chipped away a bit over the years, but there are people out there who respect the brand and the quality it stood for. The original Ben Hogan Company was started by Mr Hogan himself in 1953, with its stated goal to make the finest forged irons and that each club should look like a piece of fine jewellery. It’s our job to follow Mr Hogan’s legacy while raising the brand to new levels, and to introduce that quality to the next generation.

“First and foremost, we have to get the product right. That’s the thing that drives us. Quality and performance are what matters, and then it’s about elevating the brand. To do that, we’ve got to get the product right. We’re getting into a busy market, but our products are absolutely as good as anything out there and, ultimately, we have to prove that and get that message across to the consumer. We want people to be wowed when they receive their products. That’s the respect we want to earn.”

Hogan’s retail proposition will be a combination of e-commerce and bricks and mortar retailers, with the equipment split into two sub-brands. The premium Ben Hogan signature range will be sold on the company’s website, fully custom built to the golfers’ specifications, and through select professional custom club builders globally. In addition, the Hogan range will be sold through leading retailers and distributors around the world.