By NICK CHURCHOUSE - The Dominion Post | Tuesday, 03 June 2008
Eighteen months ago Stephen Beath was better at golf than business, but noticing his fellow golfers' tight pants has changed all that.
Aware that Kiwi golfers were poorly served by international golfwear makers inspired the young entrepreneur to realise his goals. 3Under is the result - New Zealand-designed performance golfing apparel that has smoothed Mr Beath's path into some of the most exclusive golf clubs in the country.
Rain, wind and UV-proof golf wear that is designed for New Zealand players, including having wider legs for the Kiwi physique, has proved a hit with golf pros and tourists alike.
Mr Beath has worked part-time to pay the bills, and spends most of his week building the brand and developing his range of clothes. He is about to launch his second season range, has signed up several professional golfers, is getting a warm reception on the PGA tour, has a branding specialist as a business investor - and a $20,000 corporate supply deal in the bag.
Clubs like Royal Wellington, Kauri Cliffs, Gulf Harbour and Millbrook have all given 3Under the nod for their pro shops, and he says the gear is gaining exposure on the PGA tour. "People now recognise the brand," he says. With a top-end performance jacket costing $450, he is developing a more economic option to cater to the mid-range market so more people can wear 3Under. He has improved the range of colours and designed the second range to be 20 per cent lighter without sacrificing weatherproofing.
The industry norm usually demands an eight-month lead time for orders, but he has told New Zealand stockists he can do it in two months and is also offering a restocking service, so retailers can stay flexible. "In a wet season you need more stock, in a dry season you need less. This way they don't have to forecast, so their margins are going to be better." With more than $25,000 of sales under his belt and another $20,000 in corporate deals, Mr Beath is aiming for six figures by next year, by which time he will be devoting himself full time to 3Under and selling overseas.
"The Chinese golf market is growing at 25 per cent a year. That is huge," he says, noting opportunities right across Asia.
