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STORE NEWS
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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!
