By  on August 1, 2012

Greg Norman collection is dressing up.

The brand is branching out beyond its roots in golf sportswear to expand into tailored clothing through a new licensing agreement with Samtex Fashions Ltd. The first product will launch for spring.

The tailored collection will have two components: tailored separates in dress fabrics; and casual, soft tailored separates in linen and cotton blends. The styling will be classic with a modern fit and feature performance attributes such as stretch for added comfort and wearability. Retail prices will range from $100 to $250.

“This is a lifestyle brand, not just a golf brand,” said Michael Setola, president and chief executive officer of Tharanco Lifestyles LLC, parent company of Greg Norman Collection. “We’ve worked hard to develop the collection beyond golf shirts.” He said the company’s Greg Norman for Tasso Elba collection for Macy’s as well as its accessories and sunglasses are doing well, giving the company the confidence to take the plunge into more tailored offerings.

In addition, Jeffrey Stein, the vice president and general manager of Samtex Fashions Men’s division, worked with Setola at Oxford Industries, Inc. when Setola was its president and Stein was at Oxford’s Lanier Clothes division. “Jeff is such a creative guy and we felt comfortable with him. We like the Samtex organization and the product.” Setola said Samtex will work with the Greg Norman design team on the product, which will be “country club-ish. I don’t wear a suit much anymore,” Setola said, “but I will wear a nice dress trouser and a sport coat.”

He said the product will be offered to the company’s 3,000 green grass shops, but he expects the most traction to come from men’s shops at resort locations. “I’d say one in 50 of the green grass shops will carry a sport coat, but at the resort level, most clubs have golf shops and men’s stores. And our microfiber trousers and high-end golf shirts do well there. I can see them adding a sport coat.” He said he hopes that Macy’s and Belk, which carry the product, will add some more tailored pieces.

“The Macy’s line has been a great lifestyle extension for us,” he said. “Now we will have the opportunity to put tailored product there as well.”

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