Two of golf’s most recognisable equipment brands are set for a major return to the Australian market after The House of Golf secured an exclusive five-year distribution agreement with US retail giant DICK’S Sporting Goods.
Under the deal, The House of Golf will become the exclusive Australian distributor and retail partner for Maxfli and Top Flite, both owned by DICK’S, with products to be sold through its national store network and digital platforms from October.
RELATED: Maxfli: A golf name that never really left
The agreement represents a significant move for The House of Golf and links the Australian retailer with one of the biggest names in global sporting-goods retail.
Founded in 1948 and headquartered in Pittsburgh, DICK’S Sporting Goods is one of the leading omnichannel sporting retailers in the United States, operating major businesses including DICK’S Sporting Goods, Golf Galaxy and its growing House of Sport and Golf Galaxy Performance Centre concepts. Its wider portfolio also includes Foot Locker, Champs Sports, WSS and atmos, giving the group a substantial retail presence across North America, Europe, Asia and Australia.
For Australian golf, however, the significance of the deal centres on two brands with considerable history in the game, particularly Maxfli.
The initial rollout will focus on Maxfli Tour golf balls, with additional products expected to follow. Top Flite’s broader range of golf balls, equipment and accessories will also form part of the partnership.
Aussie legend Greg Norman famously used Maxfli golf balls during a golden period of his career. [Getty Images]
“This is an incredibly exciting milestone for The House of Golf,” owner Michael Button said. “These are iconic brands with a rich history and proven performance, and we’re proud to be the home for them in Australia.”
DICK’S Sporting Goods executive chairman Ed Stack said the partnership represented an important step in expanding access to the brands while reconnecting Maxfli with its Australian heritage.
“We’re excited to welcome The House of Golf as our exclusive Australian distributor of Maxfli and Top Flite products,” Stack said.
For Australian golfers, Maxfli has long been synonymous with the Australian golfing landscape, with generations of players growing up with the brand in their bags. Its return will be instantly recognisable to man and reconnects one of the game’s most storied names with a market where it once enjoyed a significant presence.
The history of the brand that is Maxfli and its importance to Australian golf can be read HERE.
