Tag Archives: Raymond K.S. Yee

Crest Link, Golf & Fashion, Golf Apparel, Golf Companies

Crest Link – 10th Anniversary of passion and prudence for the golf apparel leader in Asia

23 June, 2016 REDACCIÓN

June 23, 2016 – It seems like it was only yesterday when Raymond K. S. Yee, CEO of a large clothing manufacturer in Malaysia, had the idea of creating a golf clothing brand. And it’s difficult to believe that it was more than a decade ago when the Crest Link brand was officially launched at Palm Garden Golf Club, on December 8^th 2005, in Putrajaya, the administrative capital of Malaysia and sister city of Kuala Lumpur.

While the road has been entertaining and fun, Raymond has managed the growth through a prudent and carefully planned expansion. “The past ten years have gone by really fast, because we have been working hard on opening new markets, which is really challenging. Before we venture into a country, we make frequent trips there to study and analyse the market,” says the cofounder and CEO of the company.

“Golf is a niche market and we are up against the big boys of the apparel industry. But after 10 years, we are much more comfortable now as we know the business well and we are confident of bringing new products and ideas into the market that will work. We can create anything in terms of design, but we have to know what people want,” adds Raymond Yee.

Crest Link is now present in no less than 19 countries worldwide, expanding from its first forays into the Asia Pacific to achieve Middle East and even Southern Europe. This expansion of the distribution has been accompanied by a continued increase of Ambassadors in the Tour, including the 2005 US Open champion, New Zealander Michael Campbell. This year Crest Link has scored the first victory of the brand on the European Tour triumph thanks to S.S.P. Chawrasia in India Open. In addition, the brand is associated with renowned professional events.

For several seasons, Crest Link has been the official apparel of tournaments such as the Malaysian Open, the Singapore Open, the Australian PGA Championship, the Spanish Open, the Northern Ireland Open, and most recently, the Australia Open.

“Our presence at these events really helps in our branding through the live telecasts and also direct exposure to the consumers golfers,” said Raymond Yee.

Despite the expansion, the staff strength of the company has remained lean with a headcount of less than 10.

“We are very hands-on with the business and we have really dedicated staff. That’s important because with our international presence there may be a late call from our Middle East or Europe distributor and our staff are always ready to answer any queries,” recalls Raymond Yee.

Crest Link polo shirts are highly appreciated. They are made of high quality microfibre imported from Taiwan and made in the company’s plant just outside Kuala Lumpur. Microfibre is a material made of high quality yarn and has a registered trademark of Micro-Dri, offering extremely efficient moisture absorption and evaporation, and a lightweight and comfortable feel.

Marketing Director of Crest Link, Carlton Chua, also co-founder of the brand, highlights the fact that they are both owners and manufacturers at the same time, which gives them a significant advantage over other brands in the region.

“We are able to come up to six or seven different productions for each collection. Some brands are weak in fabrication and that makes us stand out,” adds Carlton Chua.

So, what are the next steps for Crest Link at the beginning of its second decade? Further expansion but with prudence, naturally.

Crest Link has recently established its first joint venture abroad, partnering with its existing distributor in Indonesia, leading to the birth of PT Crest Link Indonesia Jaya.

“We set up this joint venture in Indonesia as we see it as a market with huge potential. We appointed a distributor in Pakistan earlier this year, and we’ve actually got an enquiry about bringing Crest Link to Mexico,” says Carlton Chua. And with the growing business in Europe, Malaysia’s most successful brand in the golf industry seems unstoppable.

Crest Link distributions worldwide:

Asia: Malaysia, Singapore, Brunei, Indonesia, Thailand, Myanmar, Vietnam, Philippines, China.

Oceania: Australia, New Zealand.

Middle East: Qatar, Bahrain, Saudi Arabia, Oman.

Europe: UK, France, Spain, Portugal.

Some of the Brand Ambassadors of Crest Link:

India: Chiragh Kumar, S.S.P. Chawrasia,

Australia: Craig Hancock, Kim Felton, Michael Moore, Jordan Sherratt, Matthew Steiger, Adam Crawford, Steve Allan.

New Zealand: Michael Campbell, Gareth Paddison.

UK: Jason Palmer, James Busby

Ireland: Damien McGrane, Peter Lawrie, Chris Selfridge, Brian Casey

France: Cyril Bouniol

More information at www.crestlink.net.

Crest Link, Golf Apparel, Golf Companies

Interview – Raymond K. S. Yee, Managing Director of Crest Link golf apparel brand (II)

4 February, 2015 MIGUEL ANGEL BUIL

February 4, 2015 – In this second part of the interview with Raymond K.S. Yee, Managing Director of the clothing brand Crest Link, supported by his European commercial agent, Chris Duffy, we find out about the attributes of this golf apparel, which has become a leader in Asia.

Knowing that the official clothing of the Spanish Open is made with high quality microfibre, which is completely breathable, quick-drying, and does not need to be ironed, is something that any golf shop will be pleased to offer to its golfing customers.

MYGOLFWAY: As an expert in the golf apparel industry, from your point of view where is the market going?

RAYMOND K. S. YEE: The business of golf apparel is growing. I have the feeling that people like to wear new things and spend money on buying new clothes. A polo shirt that matches the pants… so we have a full set of colours in our catalogue. I think the market is going in this direction. Now people want to dress well, and be fashionable.

CHRIS DUFFY: If you look at the range of Crest Link, most of the shirts match the pants, or vice versa. So if you wear a white shirt with green collar, you can choose shorts or pants exactly the same green colour. So people can buy the shirts, the pants and the belt at a time. We can see this in many brands.

MGW: So what differentiates Crest Link from other technical golf apparel brand competitors?

RY: The material. At Crest Link we set the products and the design, we produce in our own factory, and distribute to the market. We have our own designer team, we select the best fabrics that can be worn… with the best design and the best cuts for people. We do this in a very personal way.

Crest Link uses microfibre fabric imported from Taiwan, which is made from Japanese yarn, and manufactures all items in Kuala Lumpur, Malaysia. This makes the fibre a little more expensive than other fibres, but we have long years of experience in the textile industry. And that’s the big difference that we put into our products.

MGW: Then Crest Link is not a cheap brand from Asia, as one might think in Europe. Although while not being expensive, it is of high quality.

CD: The price is similar to other mid-range brands. But in terms of quality and product, Crest Link is superior. In 2014 a professional from Doha came to visit our factory in Malaysia. He knew about factories in Thailand and Vietnam, and when he observed our centre he couldn’t believe how many times each shirt is analysed and checked to avoid defects in stitching, or pieces of cotton or thread hanging off. In my opinion, if you look at other competitors, it’s all is about selling as much as you can. Instead, with Crest Link, when you take a shirt out of the package you won’t find any thread loose. At the end of the day, our company is a family business.

RY: We also have other arguments. To introduce the brand in the market, for example in Australia, we talk about the quality of the product. What helped us to sell our shirts there were the shirt collars, because they stand up very well, and they don’t buckle even after many washes.

MGW: Due to bad experiences with other brands, here in Europe you might hear that microfibre, when you sweat, produces odour.

CD: That comment often comes up, but there are different types of microfibre and yarns, and Crest Link is the most breathable. And that is why we have been so successful in Malaysia, Thailand, and the Middle East … because our microfibre suits the climate perfectly. And so in Spain, especially in the southern areas where there is a lot of golf, we have a good market.

MGW: What advantages can golf shops in Europe look forward to from selling Crest Link?

CHRIS DUFFY: Personal service. We sell Crest Link in a very personal way. I can always talk to the boss, ha ha. As I said, in the end this is a family business, and I feel part of the family. If there is a problem we try to fix it as fast as possible. And although Crest Link is a little new in the Spanish market, with louder designs which are more colourful than people are used to here, we will always support the shops that sell Crest Link.

MGW: Earlier on you said that your shirts are ideal for putting the club or corporate logo on the garment.

CD: We have two options. If it’s for a golf club or a player here in Spain, we can add the logo to the shirts with a local company; and if we receive the logo design with time, we can add the club or corporate logos in Malaysia, then ship directly to the client without going through intermediaries.

MGW: Does the brand offers special deals for retailers, tournament organizers or corporate events?

CD: We can always look at it. We have already held meetings with different companies for developing events in Spain. We have opportunities with our connections to the Middle East to offer very good incentives for different tournaments, like taking the winners to Dubai or Malaysia. But at the end it’s about people wearing the product. For me, the biggest seller of Crest Link is to get people wearing our shirts, hats, pants… because once people have wear them, they are convinced how good they are.

In Spain and Europe the same thing happens as happened to us in Dubai and Middle East. The question is the same: What is Crest Link, where’s it from? And once you’ve got people wearing it, and washing it, and come not having to iron it, ha ha, then everyone loves it. It looks good, it’s comfortable to play golf, you wash it and that’s it.

MGW: What other performance features are there?

RAYMOND K.S. YEE: Our microfibre is light and fully breathable. We have a kind of elastic fabric and another which is not. It depends on how it’s cut and the design of the shirt, although the stretch fabric is always slightly more expensive than the non-stretch. Furthermore, after washing it’s fast drying. And that the fabric does not crumple is a big plus, especially for those who travel a lot. Remember that Crest Link is fashionable, and you can carry matching shirts, trousers, belts and caps in your suitcase.

MGW: What is the development plan in Europe in the coming years?

CD: We will continue to focus on markets such as Spain, Portugal, Southern France and Italy, where more summer clothes are worn, because that is our natural strength. We have entered a little in the UK where we are more limited since there are only three months of sun, and the competition is very tough. Our biggest market is Asia, where if it rains it means there’s a storm of thunder and lightning, so you don’t play golf. But in waterproofs and winter-wear, yes, it’s something we’ll look at, but at the moment it is slow.

MGW: Finally, following the clothes we’ve seen Crest Link bags, gloves…. Will the brand also diversify with new products?

RY: Yes, we are expanding our product range with a selection of accessories, golf bags, gloves, socks, caps, belts, towels, a good mix which is positive for our brand image. But Crest Link is not going to lose sight of its main focus in the apparel business, where we are already very well covered. The accessories are an add-on to the business, and we make them with partners who have the necessary experience to develop these products.

In Spain, Crest Link already has a great Ambassador by the name of the New Zealander Michael Campbell, 2005 US Open Champion and golf coach director of Villa Padierna Michael Campbell Golf Academy, in Marbella (Malaga). He and Raymond Yee met in 2013 to sign the agreement to be equipped by Crest Link.

You can read the first part of this interview here:

Interview – Raymond K. S. Yee, Managing Director of Crest Link golf apparel brand (I)

More information at www.crestlink.net, tel. (+34) 619 80 55 77, crestlinkeurope@gmail.com or cduffy@oryxevents.com.

Crest Link, Golf Apparel, Golf Companies, Interview

Interview – Raymond K. S. Yee, Managing Director of Crest Link golf apparel brand (I)

3 February, 2015 MIGUEL ANGEL BUIL

February 3, 2015 – For a senior executive of a major company of the global golf industry to come to Spain and accept the request to talk in person with us is, for MyGolfWay, something extraordinary. As a result of our appointment with Raymond K. S. Yee, Managing Director of Crest Link, the official brand of the Spanish Open and Asian market leader in the manufacture of golf apparel, we offer this interesting interview where we find out about the origins of the brand, the virtues of its microfibre products – its great strength – and its arrival in Europe in 2014, where step by step it is growing thanks to its commercial agent, Chris Duffy (both in the picture above), starting with… Spain.

MYGOLFWAY: We know that Crest Link comes from a family business based in Malaysia. But what are the origins of the brand?

RAYMOND K. S. YEE: I was in my factory producing for other brands (OEM). As brands were coming and going, I thought it would be better to start my own brand. And what made me start with Crest Link? We specialize in microfibre, which is our strength. So eight years ago we started developing Crest Link based on microfibre fabrics.

MGW: The brand image is closely linked to the concept of ‘The Future in Apparel’. What does this mean?

RY: The tag line refers to how we started, how we design apparel, and how we market the brand. We always follow the tag of the future in clothing. That’s how we start with the brand and the product. We found that in the golf market the products were everywhere, but they were very boring in terms of design and colour. Most of the countries and brands have cotton polo shirts. So we went into the niche market of microfibre. We started in Malaysia and the Asian countries, before jumping to Europe and other continents.

MGW: What is Crest Link’s success based on up to now?

RY: At first, when we started in Malaysia we were surprised by people’s good acceptance of our product. We were accepted even though we were a new brand. Then we began to sponsor the Asian Tour players. From there we found that foreign players liked the shirts. So we started sponsoring them too. They started wearing them and started winning tournaments… So we started to succeed.

Then we became the official brand of Barclays Singapore Open, and then the Maybank Malaysian Open. So we became better known, and many people came to see us because they wanted to distribute the brand in their countries.

MGW: How has Crest Link grown year by year?

RY: The beginnings were hard. We were competing against big players like Adidas, Nike… But as we kept progressing, we keep on improving our products and designs. As we evolve our people have new ideas, and every year we grow and produce more new designs.

MGW: Is Europe the next challenge for the company?

RY: Well, we started in Europe last year thanks to our agent, Chris Duffy. Europe is a tough market where competition is strong, but our product is good, so we are trying. We are our own brand, we have our own factories, so we find it much easier to try.

MGW: But the markets of Europe and Spain have different tastes in fashion, designs and colours than Asia, don’t they?

CHRIS DUFFY: We spent three months analysing the European market in 2014, and we have observed that the Spanish market is very traditional. It is very difficult to accept new fabrics or changes in habits. The shops accept our products to a limited extent, and there are membership clubs that only offer classic brands such as Lacoste, Hugo Boss, Ralph Lauren… because the piqué shirt is the traditional Spanish and Southern Mediterranean look on those courses.

That said, there are high level courses with a clientele more based on tourism, which are more interested in our customized polo shirts with the club logo. This is where we have our potential market, and where Crest Link can expand.

RAYMOND K. S. YEE: For example, in China the market was 100% cotton. But as we progress we manage to change the mindset of the golfer. Then, despite being a challenging market, in China we have already been accepted.

CD: Time will tell. For the Spanish Open, Lacoste was the official brand in recent years, yet in 2014 it was Crest Link. Now the volunteers and the organization staff have worn our polo shirts with a more modern look and, in fact, they liked our product very much.

MGW: As the official clothing of Singapore Open and Malaysia Open –which is played this week- in the Asian Tour, and the PGA of Australia, and then to be presented in Europe as the official apparel of the Spanish Open in the European Tour, what impact has had for Crest Link?

CD: The broadcasts on TV of the Singapore and Malaysia Open are ideal in Asia, but they are played at night for Europe. Instead, the timing of the Spanish Open is broadcast in prime time in Europe, and from 8pm to 12pm in Malaysia or Australia, which is fantastic.