We are proud to have been involved with Daily Sports from its beginning and have been the UK distributor since 1997. Over this period the brand has grown year on year to be one of the World and the UKs market leaders in ladies golf fashion sector.
Daily Sports is a Swedish company based in Stockholm who have been involved in the fashion industry for over 30 years and in the ladies golf fashion market for the past 25 years. They are now established in over 30 countries worldwide and have become one of the market leaders in their field.
Daily Sports believes that Golf is fun and wants their clothing to reflect that. The range is designed by a team of female designers, some former professional players who are dedicated to creating clothing that is functional and feminine. The collections are heavily influenced by the catwalk trends and the unmistakable Daily designs are innovative and distinctive and are taking influence and inspiration from every new market they enter.
Daily clothing’s strength lies in its quality and the extensive range of choice available. The collection has a large number of co-ordinated accessories making it one of the most comprehensive collections in the market.
DAILY SPORTS IN DEPTH
Daily Sports are a Swedish company based in Stockholm who have been involved in the fashion industry for over 20 years (1995). They are now established in over 30 countries worldwide and have become one of the market leaders in their field.
Elisabeth Skoghag was the founder of the Daily brand and her daughter, Ulrika Skoghag, is the CEO and owner of the company. Daily believes that Golf is fun and want their clothing to reflect that. The range is designed by a team of designers and it is heavily influenced by the catwalk trends. The unmistakable Daily designs are innovative and distinctive and are taking influence and inspiration from every new market they enter.
Elisabeth was voted by one of the leading Swedish Golf magazines as the fifteenth most powerful women ruling the Swedish Golf Market. As the article states ‘ She has a great influence on what golfing women wear…The Devil wears Prada, but the golfing women chooses Daily Sports’.
CEO and Owner
Ulrika joined the company in 2005, initially taking care of the production, drawing on her experience as a production and purchasing manager for large companies specialising in women’s and children’s clothing owner in 2016.
Daily clothing is designed by women for women. Its strength lies in the quality of the clothing and the range of choice available. The collection has a large number of co-ordinated accessories making it one of the most comprehensive collections in the market. It is also one of the largest collections in the market place..
Daily’s passion is also to ensure that their clothing is the most practical and comfortable it can be and they chose the latest technological and functional fabrics available. Daily have established strong relationships with their suppliers in the Far East many of whom they have been working with from the start, over 30 years ago. These long-term and mutually respected relationships have resulted in the Daily brand being renowned for its quality.
Golf 2 Golf are proud to have been involved in the Daily brand from the outset and the UK distributor since 1997. We have the rights to sell and distribute the brand across the UK and Ireland only. Since 1997 the brand has grown year on year to be one of this Countries market leaders in ladies golf fashion sector.
With the exception of clearance events we currently only sell direct to the trade and have around 250 trade accounts across the UK and Ireland. It is sold direct to the trade via our agents who are not employed by the Company but work on a commission basis across the Country.
Here is an excerpt from an article on Ulrika from Women and Golf Magazine (Feb 2015):-
There are a variety of roles for women within the golf industry, Ulrika Skoghag is the CEO of the popular Swedish Clothing brand Daily Sports.
W&G asks the questions ….
What is the history of Daily Sports?
Daily Sports is a family-owned company that was established in 1995 by my father Ralph and his wife Elizabeth. I joined the company in 2005, initially taking care of the production side of things, drawing on my experience from previous roles as production manager and purchasing manager for large companies specialising in women’s and children’s’ fashion. I became CEO in 2003. Elizabeth sits on the board, but she and my father now spend most of their time in Thailand.
Tell us about your collections
Each year we produce three collections – spring/summer, autumn/winter and holiday – the latter is a warm weather collection sold in places like Florida and Australia. For 2015 we’ve introduced an exercise collection as we believe that a customer who likes our golf brand is also likely to enjoy other activities like running, cycling etc. If you see a piece of our clothing, you should be able to recognise it through personality, either classic modern, sporty, or functional. It should have a feminine fit, and matching combinations. If you cannot see that, then we haven’t done a good job.
How long has it taken Daily Sports to establish itself as a brand in different countries?
Daily Sports is now sold in 28 countries, however, it has perhaps taken longer as we are working as a family business, currently with a team of nine staff. We haven’t invested millions on marketing to build the brand, but instead have focused on the collection, the products, and being close to the customer. We work very closely with women who wear our products to obtain their feedback on fit, colour, length of shorts etc and from listening and learning; it’s this knowledge that has helped develop the brand. Now we need to build relationships with our current distributors to ensure the brand becomes even stronger.
It’s a competitive market, so what’s the secret of the brand’s success?
We bring fashion into golf, we focus on what we are trying to achieve and we are very clear about what our customers like. Our strength is that we are confident in what we are doing. Some years ago we introduced men’s clothing but we decided to take it away and focus on the market that we do well. Daily Sports also caters for larger ladies, up to size 20. There is a market there, especially online and it works very well in the UK and Sweden.
What are the biggest changes you've seen in women’s golf fashion?
Functional material has entered the market so much stronger, even in Europe. Originally it was only the USA that asked for it. Cotton used to be popular, but it has almost gone now. Fabric is improving all the time, there’s more choice of colours, it’s non-iron and great for golf, especially if you get hot when playing in the sun!
What are the long-term challenges for Daily Sports?
The company’s mission is to be one of the most successful sports brands in the world, so therefore we would like to grow and sell higher volumes. Of course, this is a big ask, but you need to have goals and a mission should almost be untouchable! We have around 600 accounts in the USA, but we’d love to be sold in some of the bigger chains. Short-term, our website and social media is another area that we would like to develop.
Do you play golf?
I began playing golf four years ago. Daily Sports has two female designers and they also play. If you make golf clothing it’s important to know the golf world and how people live the game. I’m not a good player, but I play because it’s fun, I want to spend time with my friends and enjoy lunch afterwards. I believe our customers are very much like that.
What are your favourite pieces?
The Miracle pants are a key product for us, but the next big thing is the Magic trousers that are stretchy (like jeggings) and without any seams. I’m now a Magic person rather than Miracle! I’m not afraid of colours, but I prefer the clean pieces
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