December 2017 / January 2018

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ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 STORE NEWS ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 ver.indd 1 12/1/1 N ovember 19 was a ban- ner day for Honma Golf, as it cut the rib- bon on its first fitting room at the Roger Dunn Superstore in Santa Ana, California. More than just a basic club-fitting fa- cility, though, The Gallery puts a new spin on an old concept, as the 500 square-foot space of- fers all the tools needed to get fit for golf clubs but does so in a setting that feels more like a high-end boutique shop. "Fitting centers typically are purely dedicated to fitting, whereas with Honma, we're trying to immerse people in the brand when they visit the space," said Adam Sheldon, the general manager for Honma Golf USA. "Not only is it a great fitting experience, but it's an excellent way to show- case our products. It's a differ- ent take on how we present the brand." The Gallery is a first for Honma Golf, but Sheldon said the company is hoping to iden- tify other Worldwide Golf Shops locations where it can build similar retail and fitting centers. Sheldon said Santa Ana was a natural fit to debut the flagship since it's close to Honma's U.S. headquarters and it's such a massive store with a dedicated customer base. "In our mind, it's the best lo- cation in the U.S.," Sheldon said. "It has the best staff and the most knowledgeable peo- ple. We want to partner with the best in the business." With its fitting center in the back, out of view when cus- tomers first enter the studio, The Gallery welcomes golfers with a visually appealing lay- out that displays all the latest Honma clubs in an uncluttered manner. Details include high- end flooring, multiple high-de- finition TV screens and over- sized art pieces adorning the walls. Golf bags and other soft goods are displayed smartly throughout the space, adding to the boutique feel. WORK OF ART The Gallery, Honma Golf 's new retail and fitting center at Roger Dunn in Santa Ana, is one of a kind NEW HONMA CLUBS READY TO LAUNCH H onma Golf enthusiasts are getting excited for the launch of two new lines of golf clubs, featuring some notable updates from the previ- ous editions. Men's versions of the BERES S- 06 and Be ZEAL 535 drivers, fair- ways, utility clubs and irons will launch in mid-December, with ladies options to land in February. The BERES S-06 line has added 10-axis shafts that are stronger and lighter. The center of gravity has been lowered, and there's a new channel through the sole that helps improve ball speed. These all combine to produce clubs that are more forgiving and promote distance. The Be ZEAL 535 line is de- signed for mid-handicappers, and features improvements in dis- tance, forgiveness and address over the 525 line. With shafts handmade in Honma's Sakarta, Japan, facility, the drivers offer a slightly different kickpoint and are stiffer up near the hands, helping launch the ball higher. SCROLL THROUGH THE SLIDESHOW TO VIEW MORE PHOTOS! COMING SOON! CLICK HERE to view a short movie about Honma's rich six-decade history. VIDEO EXTRA!

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