November 23, 2013 – Today we’d like to tell you about Golfriend’s, a spectacular golf shop located in the Centro Comercial Mustang of Estepona, Málaga (Spain), which is immediately attractive for its design, its selection of brands and products, its staff, their experience, their wise advice and the quality of the service.

We spoke with Antonio Valle, Manager of the golf store, to know more about its history and trajectory. Golfriend’s opened its doors 14 years ago, and for a decade was in the back of the C.C. Mustang. “Two years ago we started a project in which the main goal was to modernize the establishment structurally, and put ourselves in the main area of the shopping centre,” reveals Antonio Valle.

In December 2012 the project materialized, resulting in a spacious retail area with a very linear architectural design, which helps to give a clear view of the whole store.

MYGOLFWAY.COM: How would you define Golfriend’s? What differences does it have compared with other golf shops?

ANTONIO VALLE: I think the customer is the person who should answer this question. Our guiding principle is that everyone who visits our store finds what they like and need. For this to happen we work hard and continuously. The idea is never to present a problem to the consumer, just to solve it.

Regarding the services we offer, we have a golf simulator for fittings, with which we advise players about the type of golf club best suited to their level. We do demos of all brands, and repair club in our workshop (grip, shafts…).

MGW: What are the advantages of being in the C.C. Mustang, and also being surrounded by golf courses at the middle of ‘Golf Valley’, between Marbella and Estepona?

AV: Strategically speaking we are in an ideal location, because as you say we are surrounded by the best golf courses on the coast. All this leads to a huge flow of customers. To this we must add our new location, which has been very positive, as it has increased the visibility of the store.

MGW: What profile of costumer do you have among local Spanish, foreign residents and tourist players?

AV: We have a varied and seasonal type of clientele. The local tourism, leaving aside the golfers of the area, grows substantially during Easter and the summer season. In the Autumn-Winter season we have a greater flow of foreign costumers, either from Northern Europe or England. Lately we have noticed an increase in the players coming from Russia and Morocco. Despite this variety, we have a fairly loyal customer profile.

MGW: What is most in demand – new products, fitted equipment, technical or fashionable clothes…?

AV: In general, the customer is always looking for the latest products, either in hard equipment, or in clothing or accessories. As for golf clubs, due to the technological progress that has occurred in the industry and the large variety of existing models, the player is not only interested in the latest novelties, but demands a personalized service to find the right thing for his or her type of game. This is one of the services you can find in Golfriend’s.

Fashion in the golf world has made a radical change. The customer not only seeks a garment for sport, but something he or she can use as normal attire. We are aware of this, so we try to offer a range that meets the demand. Just like for the golf clubs, the customer increasingly asks for advice. We have to bear in mind the developments that have occurred in the fabrics used in textiles, so it is important to inform about the qualities of the product being bought.

MGW: In this time of economic crisis we are living now, what ideas or strategies are you developing to maintain sales?

AV: We have always followed the same line of work, based on the consistency and the effort to improve what we do. Our leitmotiv is to give impeccable service, and I believe that maintaining this leads to fruitful results, both in good times and in the present.

MGW: Finally, are you considering selling on Internet as a good business alternative?

AV: We can’t turn our backs on the future, so we have started showing the products that can be found in our store on our website www.Golfriendshop.com. In it, the customer gets the latest news, plus information on demos, fitting or offers.

Golfriend’s works for the customer to find what he or she is looking for, with a wide range of products, offering them the major golf brands in the market, as well as introducing a degree of exclusivity,  in order to meet the needs of the market.

Among its brands of golf clubs are Taylor Made Golf, Callaway Golf, Titleist, Ping, Cleveland Golf , Cobra Golf, Mizuno and Wilson. In terms of clothing, Golfriend’s works with brands such as Hugo Boss, J. Lindeberg, Polo Ralph Lauren, Daily, Chervò, Nike Golf, adidas Golf, Callaway Golf, Oakley, Puma Golf and Ashworth. And the player will find brads of golf shoes such as Ecco, FootJoy, adidas Golf, Callaway, Oakley, Duca del Cosma, Puma Golf and Nike Golf.

Golfriend’s also has a shop in Magna Marbella Golf where players can find golf clubs and apparel, and another in the Golfino chain stores, in Sotogrande.

More information at Golfriend’s, Carretera Nacional 340, Km 167, Centro Comercial Mustang s/n, 29688 Estepona (Málaga), tel. 952 882 523,
e-mail info@golfriendshop.com and www.Golfriendshop.com.