What Manors Golf does

Manors Golf (legal entity Manors Apparel Ltd) is a UK-based direct-to-consumer golf apparel brand founded in 2018 and headquartered in London, with a small team of 1–10 employees. The company designs and sells premium performance golf clothing — polos, trousers, shorts, outerwear, vests and accessories — differentiated by technical fabrics including Seawool® (recycled oyster shells and plastic bottles), Primeflex™, drirelease® and Bluesign®-certified recycled nylon, sold at price points from $20 to $284.

The business operates a hybrid go-to-market combining its Shopify-powered e-commerce site (manorsgolf.com) with selective wholesale distribution through luxury department stores such as Harrods, Selfridges, Harvey Nichols, Breuninger and Lane Crawford, plus specialty golf retailers and boutiques across the UK, Netherlands, Germany, UAE, Thailand, Taiwan, Hong Kong, Australia and the USA. All revenue is one-time apparel sales; there is no subscription, no app and no enterprise contracts. The company is founder-led (co-founder Luke Davies) and is funded primarily via a December 2023 Crowdcube equity crowdfunding round of £587,702 from 169 investors plus a March 2024 follow-on raise of approximately $524,726, with disclosed revenue growing from ~£300K in 2022 to over £430K in 2023.

Marketing is anchored on the Manors Journal editorial platform and a PGA Tour content partnership tied to the October 2024 Zozo Championship in Japan, positioning the brand around sustainability, British heritage aesthetic and a 'made by golfers for golfers' testing ethos rather than technology or AI-driven personalisation.

Name

Manors Golf

Legal name

Manors Apparel Ltd

Website

https://manorsgolf.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Manors Golf is a London-based DTC golf apparel brand selling premium performance clothing and accessories via its e-commerce site and luxury retailers like Harrods and Selfridges, targeting golfers seeking sustainable, stylish technical wear.

Ownership category

akta.pro rank

Product category

Golf Apparel

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD)

akta.pro secondary industry

Golf Gloves, Headwear & Accessories Retail (CRAMAGAF)

Keywords

• Golf apparel
• Performance polo shirts
• Golf trousers
• Technical sportswear
• Sustainable golf clothing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Product Sales: One-time purchase model for golf apparel and accessories sold directly through the company's e-commerce website. Products include polos, trousers, shorts, outerwear, and accessories at price points ranging from $20 to $284.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Manors Golf designs, manufactures, and sells premium performance golf apparel and accessories under its own brand, distributing through a direct-to-consumer e-commerce site (manorsgolf.com) and a curated network of premium retailers (Harrods, Selfridges, Harvey Nichols) and specialty golf clubhouses globally. The product range includes polos, trousers, shorts, outerwear, gilets/vests, mid-layers, caps, and socks, with prices ranging from roughly $20 (accessories) to $284 (premium outerwear), organized into seasonal capsule collections such as the Summer Capsule.

Product overview

Manors Golf is a golf apparel and community brand offering a unified product portfolio of performance golf clothing and accessories. The core offering spans multiple product categories including polos (Course Polo, Tour Polo, Buttersoft Polo, GOAT Pique Polo, Heritage Check Polo, Eighteenth Ranger Polo, Blade Course Polo, Lightweight Performance Polo), bottoms (Recycled Greenskeeper Trouser, Lightweight Pleated Trouser, Stableford Trousers, Lightweight Course Trousers), shorts (Ranger Golf Short, Stableford Short, Lightweight Pleated Short, Lightweight Course Shorts, Recycled Greenskeeper Shorts), outerwear (Shooter Shirt, Ranger Golf Jacket, Merino Tech Windbreaker), vests and gilets (Insulated Course Gilet, Merino Tech Vest, Reversible V-Neck Vest, Crosswind Cordura V-Neck), hats and accessories (Tech Cap, Retro Crown Cap, Club 6 Panel Cap, Course Visor, Eighteenth Crew Sock), mid-layers (1/4 Zip Lightweight Mid-Layer, Organic Logo Hoodie), and T-shirts. Products utilize technical fabrics including Seawool (recycled oyster shells and plastic bottles), Primeflex, drirelease, and Bluesign-certified recycled nylon. The brand organizes seasonal collections like the Summer Capsule. The company operates an e-commerce business and maintains a presence in golf clubhouses globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Course Polo Classic polo shirt combining sustainability and performance using Seawool fabric made from recycled oyster shells and plastic bottles; targeted at golfers seeking moisture-wicking, UV-protective on-course apparel.
• Buttersoft Polo Softest-fabric polo in the Manors collection, positioned for summer golf performance with moisture-wicking properties for on-course and lifestyle wear.
• Blade Course Polo Performance polo with technical fabric properties designed for golf apparel.
• Lightweight Performance Polo Lightweight polo designed for warm conditions with breathable properties for summer golf.
• Tour Polo Cycling-inspired polo powered by Seawool sustainable fabric with moisture-wicking, odour control, and UV 50+ protection.
• GOAT Pique Polo Performance polo with cotton-blend pique fabric and drirelease technology for fast-drying moisture management.
• Heritage Check Polo Course polo with modern Scottish check pattern using Seawool fabric with UV 50+ protection.
• Eighteenth Ranger Polo Brushed-back fabric polo for cooler months with 4-way stretch upper-back panel, chest pocket, and quarter zip.
• Recycled Greenskeeper Trouser Iconic-silhouette trouser made from Bluesign-certified recycled nylon with 2-way stretch and PFC-free water-resistant finish.
• Lightweight Pleated Trouser Classic chinos meet performance golfwear, crafted from Primeflex fabric with double pleats and ticket pocket.
• Lightweight Course Trousers Summer-weight trousers built for golf with 4-way stretch, water-resistant fabric, internal elastic waistband, and YKK zip pockets.
• Stableford Trousers Classic workwear meets golf golden era with Primeflex recycled fabric, high-waisted straight-leg fit, and turned-up hems.
• Recycled Greenskeeper Shorts Bottoms made from recycled materials featuring 2-way stretch and PFC-free water-resistant finish.
• Lightweight Pleated Short Classic chinos meet performance golfwear crafted from Primeflex fabric with exceptional durability, stretch, and water-resistant properties.
• Ranger Golf Short Lightweight, water-resistant, wind-resistant short bringing 90s athletic attitude to the fairways with elasticated waistband.
• Lightweight Course Shorts 4-way stretch, water-resistant shorts for high performance in warm conditions with zip-secure pockets.
• Stableford Short Short from the Summer Capsule collection with premium golfwear construction.
• Shooter Shirt Inspired by late-90s basketball: water- and wind-resistant shirt with mesh lining and four-way stretch for temperature control.
• Ranger Golf Jacket Technical jacket from the Ranger collection with water- and wind-resistant properties for golf and lifestyle wear.
• Merino Tech Windbreaker Merino wool windbreaker for protection against the elements during golf.
• Insulated Course Gilet Insulated vest for layering during cooler rounds.
• Merino Tech Vest Merino wool-blend vest with technical properties for temperature regulation during golf.
• 1/4 Zip Lightweight Mid-Layer Temperature-regulating mid-layer with conductive fibres engineered to keep the wearer cool when hot and warm when cold.
• Tech Cap Technical nylon-elastane fabric cap borrowing from running, cycling, and outdoor sports with adjustable cord and toggle.
• Retro Crown Cap Baseball classic-inspired adjustable snap-back cap sitting low on the head for a sharp look.
• Summer Capsule Collection Seasonal collection including Buttersoft Polo, Stableford Short, and Ranger Golf Short, designed for warm-weather golf.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• PGA TourcoreGTM or Marketing Partner · 1 October 2024MANORS launched a content partnership with The PGA Tour to cover the Zozo Championship in Japan. The partnership involved documenting Tokyo through the lens of Japan's premier golf event, with the MANORS team exploring Japanese golf culture, including content featuring local enthusiasts and course experiences.
• Zozo ChampionshipminorGTM or Marketing PartnerJapan's premier golf event where MANORS launched their content partnership with the PGA Tour. The brand documented their experience covering the tournament and exploring Japanese golf culture.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Greyson Clothiers: US-based premium performance golf apparel brand positioned at the intersection of golf and lifestyle. Direct competitor to Manors Golf in technical fabrics, premium aesthetic, and DTC-led distribution.
• Travis Mathew: Premium men's golf-lifestyle apparel brand sold DTC and through golf retailers. Closely comparable product mix (polos, shorts, trousers, outerwear) and price positioning to Manors Golf.
• Peter Millar: Established premium golf and lifestyle apparel brand carried in luxury department stores and club pro shops. Competes with Manors Golf for the same premium retail stockists (e.g., Nordstrom, specialty golf retailers) and affluent golfer consumer.
• Linksoul: California-based golf-lifestyle apparel brand with a strong editorial/content-led brand story. Closely analogous to Manors Golf in positioning golf as a lifestyle rather than a sport, with technical apparel at premium price points.
• Holderness & Bourne: Premium golf apparel brand offering polos, sweaters, and outerwear at premium price points with a heritage aesthetic. Comparable to Manors Golf on positioning, DTC-first strategy, and selective premium retail placement.
• Malbon Golf: Premium golf-lifestyle brand blending streetwear and golf aesthetics, sold DTC and through select premium stockists. Closely comparable in target customer (younger, style-led golfers) and content-led marketing approach.

Emerging players

• Lululemon: Athletic apparel giant actively expanding into golf apparel via 'on the move' and metal vent products. Represents both a competitive threat and a validation of the golf-lifestyle category Manors Golf operates in.

Broad incumbents

• Nike Golf: Global athletic brand with the largest golf apparel footprint, deep Tour sponsorship, and broad retail distribution. Sets the competitive ceiling on marketing scale and consumer mindshare that Manors must navigate.
• Adidas Golf: Major athletic brand with a dedicated golf apparel and footwear line. Competes with Manors Golf across DTC and golf-specialty retail on performance fabrics and pricing.
• RLX (Ralph Lauren Golf): Premium golf apparel sub-brand of Ralph Lauren sold in luxury department stores and golf clubs. Directly competes with Manors Golf for premium stockist shelf space and affluent consumers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/manorsgolf

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Manors Golf