Peter Millar and G/Fore are joining forces, again.
The relationship began in 2017 when the Raleigh, N.C.-based Peter Millar worked with G/Fore, which was founded by Mossimo Giannulli, on a cobranded golf shoe for the 2017 PGA Show. From there, Giannulli and Scott Mahoney, chief executive officer of Peter Millar, spoke about other ways they would work together. This led to Peter Millar, which is owned by Richemont, acquiring G/Fore.
“Moss has the rare combination of experience, design vision and name recognition that will enable us to take this brand worldwide,” Mahoney said. “We believe there is unlimited potential for G/Fore, and couldn’t be more pleased to welcome Moss and his team to the Peter Millar family.”
Giannulli, who is best known for starting the Mossimo brand in 1986, introduced G/Fore in 2013. His goal was to develop the brand into a lifestyle collection influenced by golf. It started with a collection of premium golf gloves and has since expanded to include golf shoes, accessories and men’s and women’s apparel. The line targets a fashion-conscious customer who enjoys golf-inspired products.
“I love the game of golf, and as a designer it was obvious that the timing was perfect for a lifestyle brand that was hipper, younger and more outspoken than anything on the market,” Giannulli said.
Mahoney added that the process of transitioning business components including sourcing, inventory, financing, forecasting and e-commerce to Peter Millar is under way and will be completed in the coming year. G/Fore will also have the distinction of being associated with Peter Millar parent company Richemont.