Bobby Jones

What Bobby Jones does

Bobby Jones is a privately held premium golf and resort apparel brand, founded in 1989 and headquartered in New York City. The company is named after the legendary golfer Bobby Jones, who completed the Grand Slam in 1930 and co-founded Augusta National Golf Club and the Masters Tournament, lending the brand a near-century-old heritage equity that competitors cannot replicate.

The product portfolio is organized into three vertically integrated collections. The Performance Collection features technical fabrics with moisture-wicking, odor resistance, UV protection, and four-way stretch construction. The Signature Collection uses premium materials such as Pima cotton and merino wool for refined everyday pieces. The Heritage Collection anchors a luxury tier with 100% Italian cashmere and Italian cotton/silk blend garments priced $215-$525. Core product categories include polos, quarter-zips, hoodies, bottoms, outerwear, and sport coats (the latter reaching $1,099.99 full price). A seasonal Patriot Collection and a Junior line extend the assortment.

Bobby Jones operates an exclusively direct-to-consumer business model through its Shopify-based e-commerce storefront at bobbyjones.com and a phone sales channel, with no third-party wholesale or distributor relationships. Pricing is unit-based across distinct tiers (entry polos at $73.50 sale, core items $100-$170, premium cashmere $375-$525, sport coats up to $1,099.99), supported by frequent seasonal promotions including a Fourth of July 30%-off event. The brand serves US and Canadian markets, targets affluent men who value classic style combined with golf performance, and is reinforced by a Global Brand Ambassador program featuring Steve Stricker, Miguel Ángel Jiménez, and Ernie Els.

Name

Bobby Jones

Legal name

Bobby Jones

Website

https://bobbyjones.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Bobby Jones is a privately held premium golf and resort apparel brand operating exclusively direct-to-consumer, selling performance, signature, and heritage Italian cashmere collections to affluent men in the US and Canada through its own e-commerce site.

Ownership category

akta.pro rank

Product category

Premium Golf Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Footwear & Apparel Retail (CRAMACAH), Golf & Tennis Performance Apparel (CRAAAEAF)

Keywords

• Premium golf apparel
• Men's performance clothing
• Golf polo shirts
• Italian cashmere knitwear
• Golf lifestyle fashion

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

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 of apparel products through owned e-commerce storefront. Products include polos, quarter-zips, hoodies, pants, shorts, outerwear, sport coats, footwear, and accessories. Revenue is generated through individual transaction sales with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Bobby Jones is a premium men's golf and lifestyle apparel brand that designs, sources, and sells clothing directly to consumers through its owned e-commerce store. The product range spans performance polos, quarter-zips, hoodies, pants, shorts, outerwear, sport coats, footwear, and accessories, organized into Performance, Signature, Heritage, and Patriot collections. Materials include technical performance fibers, Pima cotton, merino wool, Italian long-staple cotton, and Italian cashmere, with items priced from approximately $69 to $525.

Product overview

Bobby Jones is a premium golf apparel brand offering a unified portfolio of men's performance and lifestyle clothing. The product line spans core categories including performance and cotton polos, quarter-zips, hoodies, bottoms, outerwear, and sport coats. These are organized under three sub-brands: the Heritage Collection (luxury Italian cashmere and cotton/silk blends), the Signature Collection (premium Pima cotton and merino pieces), and the Performance Collection (technical fabrics with moisture-wicking and stretch). A seasonal Patriot Collection features patriotic-themed apparel. The offerings emphasize timeless style combined with modern performance features for use both on and off the golf course.

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Collection: Luxury collection featuring Italian cashmere and premium fabrics, offering classic elegance with heritage-inspired designs
• Signature Collection
• Performance Collection
• Patriot Collection

Products and services

• Performance Polos Men's golf polos crafted from advanced performance fibers with moisture-wicking, odor resistance, and UV protection, designed for all-day comfort on the course and in the clubhouse.
• Cotton Polos Men's premium cotton polos offering softness, breathability, and lasting comfort for everyday elegance on and off the course.
• Italian Cotton Polos Luxury men's polos made from ultra-premium Italian long-staple cotton with refined luster and sophisticated comfort.
• Quarter-Zips and Full-Zips Men's versatile layering pullovers in performance, cotton, merino wool, and Italian cashmere variants for variable weather and golf course conditions.
• Hoodies and Crewnecks Men's pullover hoodies and crewnecks in performance, cotton, merino, and Italian cashmere materials for casual lifestyle wear.
• Bottoms (Pants and Shorts) Men's tailored pants and shorts featuring stretch fabrics and refined styling suitable for on-course play and casual settings.
• Outerwear Men's premium outerwear pieces designed for weather protection and refined style in various conditions.
• Sport Coats Men's sophisticated sport coats with refined patterns (including Signature Windowpane and Glen Plaid) for elevated casual and lifestyle occasions.
• Heritage Collection Luxury collection of men's apparel featuring 100% Italian cashmere pieces (hoodies, sweaters, vests) and premium Italian cotton/silk blend garments priced from $215 to $525.
• Signature Collection Premium collection of men's apparel featuring Pima cotton and merino wool with refined details and classic styling for sophisticated everyday wear.
• Performance Collection High-performance men's golf apparel line featuring moisture-wicking, four-way stretch, and UV protection technical fabrics designed for on-course play.
• Patriot Collection Seasonal men's golf apparel collection featuring logoed red, white, and blue patriotic-themed designs for summer wear.
• Junior Performance Polos Youth-sized performance polos offering the same technical fabric features as the adult Performance Collection, sized for junior golfers.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered notable.

• Steve StrickernotableOthersProfessional golfer and Global Brand Ambassador representing Bobby Jones. Stricker embodies the character, values and style of the Bobby Jones brand. He is a PGA Tour winner with multiple major championship appearances.
• Miguel Ángel JiméneznotableOthersProfessional golfer and Global Brand Ambassador for Bobby Jones. Known as 'The Magician' on the European Tour, Jiménez is one of the most popular figures in golf with a distinctive style.
• Ernie ElsnotableOthersProfessional golfer and Global Brand Ambassador representing Bobby Jones. Els is a four-time major champion known for his elegant golf swing and refined demeanor fitting the brand aesthetic.

Recent moves6 records

Expansion highlights5 records

Emerging players

• Rhone: Men's premium performance apparel DTC brand expanding into golf. Overlaps with Bobby Jones's Performance Collection in technical fabrics and men's premium athleisure positioning, but with a broader active-lifestyle target.

Direct peers

• Peter Millar: Premium men's golf and lifestyle apparel brand selling performance polos, quarter-zips, and tailored pieces at similar price points to Bobby Jones. Direct competitor in the refined on-and-off-course category with a similar Heritage/Signature-style tiered positioning.
• Greyson Clothiers: Premium golf and lifestyle apparel brand emphasizing performance fabrics and elevated styling. Closely comparable DTC-only model, premium price points, and target customer profile to Bobby Jones.
• Holderness & Bourne: Premium men's golf apparel DTC brand with performance polos, quarter-zips, and sweaters at similar price points. Highly comparable target customer (affluent country-club golfer) and similar direct-to-consumer model.
• Fairway & Greene: Heritage-inspired golf apparel brand selling classic polos, layering pieces, and sweaters through DTC and select retailers. Overlaps with Bobby Jones's Signature and Heritage collections in styling and price.

Broad incumbents

• Adidas Golf: Major athletic brand with dedicated golf apparel line. Overlaps with Bobby Jones in performance golf polos, layering pieces, and footwear but competes primarily through sporting-goods retail.
• FootJoy: Largest golf apparel and footwear brand with deep pro-shop distribution. Overlaps with Bobby Jones in men's golf apparel and footwear but operates at vastly larger scale and through wholesale channels.
• Under Armour Golf: Performance athletic apparel brand with a dedicated golf vertical. Overlaps directly with Bobby Jones's Performance Collection in moisture-wicking, stretch, UV-protection polos and layering pieces.
• Polo Ralph Lauren Golf: Heritage American lifestyle brand with a golf apparel line. Directly comparable to Bobby Jones in country-club / classic aesthetic and premium positioning, with broader department-store distribution.
• Nike Golf: Global athletic apparel giant with a major golf apparel and footwear line. Competes with Bobby Jones on performance polos, outerwear, and accessories but at a much broader price spectrum and distribution footprint.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bobbyjonesgolf
• Facebookfacebook.com/bobbyjonesgolf
• Instagraminstagram.com/bobbyjonesgolf
• Pinterestpinterest.com/bobbyjonesgolf
• LinkedInlinkedin.com/company/bobby-jones-sportswear

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Bobby Jones