The Hole19 Shop, golf’s first dedicated direct-to-consumer (DTC) marketplace, has hit the ground running since launch, and it’s showing no signs of slowing down. With more than 45 premium brands already on board and close to 10,000 products now listed, the platform is fast becoming a major player in the golf retail space.
Powered by the hugely popular Hole19 app, used by millions of golfers worldwide, the new marketplace is designed to make it easier than ever for golfers to connect directly with the brands they love. And so far, it’s working. Thousands of orders have already been processed in the first six months alone, with the platform expected to serve more than 20,000 golfers across the UK in 2025.
“The response from both golfers and brands has exceeded our expectations,” said Chris Somerton, Head of Ecommerce at Hole19. “We’ve built tremendous momentum in a short period, and we’re just getting started. Our vision is to revolutionise how golfers discover and purchase equipment, apparel, and accessories.”
The brand list continues to grow, with standout names like VESSEL and Stewart Golf joining a diverse line-up of partners. But it’s not just the range of products that’s turning heads; it’s how the platform works behind the scenes.
A brand-first model built on control and simplicity
One of the biggest draws for partner brands is the unique setup: unlike traditional retailers, the Hole19 Shop gives full control back to the brands themselves. That means they decide exactly which products to sell and set the prices, which always match their own direct-to-consumer channels.
“We’re flipping the traditional retail model on its head,” explained Somerton. “Brands know their products and customers best – they should control how their products are presented and priced.”
To make onboarding simple, the team has developed plug-and-play connectors for popular platforms like Shopify and WooCommerce, allowing brands to integrate in minutes with zero development work needed, a big reason why the Shop has scaled so quickly.
Some early numbers worth shouting about:
- Product range nearly doubled in just three months – from 5,000 to almost 10,000
- Customer returns rate of just 2.8% – pointing to a great customer experience
- Strong repeat purchase rate – showing loyalty is already building fast
- Effortless brand integration – with seamless connections to top e-comm platforms
- Full pricing and assortment control – giving brands total autonomy
What really sets the Hole19 Shop apart, though, is how it links up with the Hole19 app ecosystem. This integration means golfers get a more tailored experience, with product recommendations based on how they play and what they like. For brands, it’s a chance to reach a highly engaged golfing audience with zero compromise on control.
“We’re creating a win-win ecosystem where golfers get access to the products they love with an exceptional shopping experience, while brands can efficiently reach their target customers without sacrificing control,” added Somerton. “Our platform removes traditional retail barriers, allowing brands of all sizes to thrive in the direct-to-consumer space.”
Behind the scenes, Hole19 has also bolstered its operations, with dedicated teams now in place to support customer service and further tech development, ensuring the platform keeps evolving as it grows.
Looking ahead, the Hole19 Shop is set to continue its rapid rise in the UK market, with plans already in motion to expand its brand partnerships, enhance the user experience, and start exploring new international opportunities.
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