Perry Ellis takes over the Ben Hogan Brand

[GolfSpy WD]

I found this article interesting: http://golf.about.com/od/equipment/fl/Return-of-Ben-Hogan-Company.htm

 

The TLDR is that Perry Ellis bought the name rights from Callaway. They are now teaming up with Terry Koehler, president of SCOR Golf, to produce a new line of Hogan clubs.

 

Unfortunately, Perry Ellis also signed a deal with Walmart to make beginner sets with the Hogan name, so who knows what will come of all this. Maybe the name should have stayed buried?

 

Here is the website: http://www.benhogangolf.com/

[RoverRick]

On one hand, Perry Ellis teaming up with Scor to produce Hogan irons sounds outstanding.  But Walmart?  Childrens clubs for the masses?  Look out Wilson Staff you may finally have a true competitor.  Although not one that has won 62 majors, some of them even since they were televised.

[fozcycle]

You can get Ben Hogan golf shirts at Walmart now for $10

[GolfSpy WD]

You can get Ben Hogan golf shirts at Walmart now for $10

 

Thanks for the tip!

[RoverRick]

Bought Hogan shorts last year at Walmart.com  They were worth it.

[The Dansome]

I'm sure if you talk to Terry everything's all cool

[MattF]

I'm sure if you talk to Terry everything's all cool

 

Absolutely, he's pumped up about it.

[GolfSpy Barbajo]

Bought Hogan shorts last year at Walmart.com They were worth it.

Do you mean they're good shirts or are they only $10 shirts of low quality?

 

The walmart thing aside, this is exciting news. Terry at SCOR has a connection to the old Hogan company, so hopefully they can resurrect the legend.

[GolfSpy Barbajo]

The social media campaign has started -- found this via Facebook this morning, from GolfDigest.com:

 

Ben Hogan brand set for return to equipment business

By E. Michael Johnson

It may not be as dramatic a comeback as the one fashioned by the man himself from his near-fatal car accident in 1949, but the Ben Hogan Company is back in the equipment business. A dormant brand for nearly a decade, the Ben Hogan Company is being resurrected with clubs bearing the famed Hogan script scheduled to be return in stores in 2015.

Perry Ellis, which owns the Hogan name, has entered into a licensing agreement with Eidolon Brands, whose president and CEO is Terry Koehler, a former director of marketing for the Ben Hogan Co. Koehler already has assembled a research-and-development department that will be based in Fort Worth, where Hogan clubs were first produced.

In an interview with Golf Digest, Koehler would not give a timetable for when clubs would actually be unveiled but did say irons would be first out of the blocks. "Irons were always the anchor of the Ben Hogan Company," Koehler said. "Mr. Hogan set a pretty high bar for us in terms of quality, hard work and precision so this product will not be driven by a schedule. We have a set of design values and performance values we are pursuing. We are focused on doing it right from tip to tip. As Mr. Hogan would tell you, the grip and shaft are a critical component of it, too."

For Koehler, whose company currently makes the SCOR4161 line of wedges, the chance to reunite with the Hogan brand is personal as well as professional.

"We have a lot of Ben Hogan veterans here, and it's never far from our mind," he said. "My office looks like a Hogan shrine. We believe this has potential to be a very big story because of what the Hogan brand meant to so many people. I've been a 'disciple' of the company all my life. It pained me to resign that position because as a young marketing guy that had been my dream job."

Talks with Perry Ellis started last August when Koehler made what he termed "an inquiry call." Afterward, the dialogue picked up momentum. Koehler admits the original call was "driven by emotion," but the eventual deal was the result of seeing a solid business opportunity. "I believe the Ben Hogan brand still has a strong cachet out there and people will stop and look at what we're doing just because of that," Koehler said.

What they won't see on the irons are some familiar names such as Apex or Edge. Callaway, which purchased the company at auction in September 2003 for $174.4 million, retained the rights to those names as well as some others after selling the Ben Hogan brand to Perry Ellis in 2012. Some, however, transferred over to Perry Ellis and can be used.

"I think there were some great names and if some are available we'll look at them," Koehler said. "We're investigating what those other ones are and whether names such as Director or Producer or Radial still mean something to people."

Whether the irons carry a traditional Hogan name or not, Koehler promises it won't matter. "I can tell you these will be pure Ben Hogan golf clubs," he said. "They will exemplify and deliver on every promise Mr. Hogan ever made."

[JohnBarry]

Any new news or pictures?

[RoverRick]

Any new news or pictures?

 

Company policy is all Ben Hogan pics are from 1953.  Nothing newer yet.

[GolfSpy WD]

Here's the most recent pic I could find in less than 2 minutes:

 

[MattF]

Do you mean they're good shirts or are they only $10 shirts of low quality?

 

 

They're quality shirts and pants. Pretty good range of colours too.

[tider]

Don't forget they are making golf balls as well.

[GolfSpy WD]

Don't forget they are making golf balls as well.

 

Good point. The Tour Deep was a pretty good ball.