Swallowing Up Srixon

2008-07-02

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The end appears near for Srixon Golf as the industry has known it for the past several years. SRI Sports, which owns Srixon and Cleveland Golf, has revealed plans to begin consolidation and streamlining of its distribution channels as part of a business realignment effort on a global basis. In North America beginning Sept. 1, Srixon Sports USA, now headquartered near Atlanta, will be merged into Cleveland Golf headquarters in Huntington Beach, Calif.
 
SRI said Cleveland Golf will be responsible for the marketing, sales and distribution of Srixon products in addition to its own Cleveland Golf and Never Compromise brands.
 
“We’re very excited about the opportunity afforded us to work on the Srixon brand in addition to what we already do,” said Cleveland Golf president Greg Hopkins. "We firmly believe that the merging of our two organizations will help fuel growth for all of our brands worldwide. Certainly, Srixon should gain a better foothold in this market with our help and SRI Sports can do wonders for Cleveland Golf in Asia.”
 
Most of Srixon's business is expected to be folded into the existing structure of Cleveland Golf, including marketing, sales, tours, and customer service. SRI said the U.S. sales force will be expanded and that sales representatives will carry Srixon as well as Cleveland Golf and Never Compromise products.