Greg Norman Collection
Greg Norman Collection is a U.S. private golf and lifestyle apparel brand selling men's and women's performance clothing under the Greg Norman name, distributed through owned e-commerce, 15+ outlet stores, and select golf shops.
- Company typePrivate
- Founded1992
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Greg Norman Collection does
Greg Norman Collection is a U.S.-based, privately held performance golf and lifestyle apparel brand founded in 1992 and operated as a mid-tier label within Tharanco Lifestyles' three-brand portfolio (Tourney at entry, Greg Norman Collection at mid, Dunning at premium). The company sells men's and women's polos, T-shirts, shorts, skorts, dresses, outerwear, and accessories differentiated by proprietary performance technologies including ML75 stretch fabric, PLAY DRY moisture-wicking, and UPF 20-50+ sun protection. The brand leverages the licensing of Greg Norman's name and iconic Shark logo, managed through ABG-Shark, LLC, as its core intangible asset.
The business operates an omnichannel go-to-market combining an owned direct-to-consumer e-commerce storefront built on BigCommerce, 15+ company-operated retail outlet locations across the United States, select golf shop resellers, and a corporate sales program at gnccorporate.com. Pricing is unit-based with products ranging from approximately $9.99 to $119.50, supported by bundle deals (2/3/5 FOR $99), periodic 30%-off promotions, free shipping over $99, and a Shark Rewards loyalty program with a refer-a-friend mechanic. Customer segments include core golf enthusiasts, lifestyle/resort consumers, and conservation-minded buyers targeted through limited-edition collaborations such as the December 2025 Greg Norman Collection x Guy Harvey marine wildlife capsule, with a portion of proceeds directed to the Guy Harvey Foundation.
Revenue is not publicly disclosed; the company is led by CEO and President Michael Setola, and its sole market is the United States. The parent Tharanco Lifestyles was founded in 2009 and provides shared back-office and sourcing scale across the portfolio. No AI, no public funding history, and no enterprise/customer concentration data are present in the available sources.
Greg Norman Collection firmographics
Firmographics- Name
- Greg Norman Collection
- Legal name
- Greg Norman Collection, LLC
- Website
- https://gregnormancollection.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Greg Norman Collection is a U.S. private golf and lifestyle apparel brand selling men's and women's performance clothing under the Greg Norman name, distributed through owned e-commerce, 15+ outlet stores, and select golf shops.
- Ownership category
- akta.pro rank
Greg Norman Collection industry classification
Industry- Product category
- Golf Apparel
- NAICS
- Sporting Goods Retailers (45911), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD)
- akta.pro secondary industries
- Golf & Tennis Performance Apparel (CRAAAEAF), Golf Gloves, Headwear & Accessories Retail (CRAMAGAF), Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Equipment & Accessories Distribution (CRAOAJAK)
Keywords
Where Greg Norman Collection is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Greg Norman Collection business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through gregnormancollection.com website. Products include performance apparel, accessories, and golf gear sold at various price points.
- Retail Outlet Stores: Revenue from 15+ company-owned retail outlet locations selling apparel and accessories at outlet pricing.
- Limited-Edition Collaborations: Co-branded limited-edition collections with partners like Dr. Guy Harvey, with portion of proceeds supporting charitable causes (Guy Harvey Foundation).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level apparel items including T-shirts and basic polos |
| Unit Pricing | Pay-as-you-go | Core performance apparel including premium polos, shorts, and skorts |
| Unit Pricing | Pay-as-you-go | Premium and limited-edition items including dresses and designer collaborations |
| Unit Pricing | Pay-as-you-go | Accessories including hats, gloves, socks, and belts |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Greg Norman Collection product offering
Product offeringCore offering
Greg Norman Collection designs, manufactures, and sells performance golf and lifestyle apparel for men and women, including polos, shirts, shorts, skorts, dresses, and accessories. The brand's products feature proprietary performance technologies such as PLAY DRY moisture-wicking, ML75 stretch fabric, and UPF sun protection, sold through its e-commerce site, 15+ retail outlet stores, and select golf shop partners.
Product overview
Greg Norman Collection is a performance golf and lifestyle apparel brand offering a comprehensive product portfolio for men and women. The core offering includes performance tops (polos, T-shirts, button-downs, quarter-zips), bottoms (shorts, pants, skorts), dresses, and accessories featuring proprietary PLAY DRY moisture-wicking technology, ML75 fabric technology, and UPF sun protection. The brand operates through multiple sub-brands including the Shark Shop (iconic shark logo collection) and the Guy Harvey collaboration (limited-edition marine wildlife capsule). The company also offers a Shark Rewards loyalty program, over 15 retail outlet stores, and corporate sales programs. Products are available through the e-commerce platform (gregnormancollection.com), select golf shops, and outlet locations.
Differentiator
Problem solved
Functional benefit
Brands
- Guy Harvey Collaboration: Limited-edition collection in partnership with marine wildlife artist Dr. Guy Harvey, inspired by sharks and ocean conservation with proceeds supporting the Guy Harvey Foundation
Products and services
- Men's Golf & Lifestyle Apparel Performance golf apparel for men including polos, T-shirts, button-down shirts, quarter-zips, sweaters, pullovers, jackets, vests, shorts, pants, and swimwear designed with PLAY DRY moisture-wicking and UPF sun protection.
- Women's Golf & Lifestyle Apparel Performance golf apparel for women including polos, pullovers, layers, sweaters, shorts, skorts, dresses, and pants featuring moisture-wicking, stretch, and sun-protection technologies for on and off the course.
- Accessories & Gear Golf accessories including hats, caps, belts, socks, and golf gloves featuring brand branding and performance technologies.
- Shark Shop Collection Branded collection featuring the iconic shark logo, offering polos, T-shirts, accessories and lifestyle pieces with signature shark branding across the product line.
- Greg Norman x Guy Harvey Marine Wildlife Capsule Collection Limited-edition capsule collection created with marine wildlife artist Dr. Guy Harvey, featuring shark and ocean conservation-inspired designs with a portion of proceeds supporting the Guy Harvey Foundation.
- Retail Outlet Stores Over 15 retail outlet store locations offering discounted pricing on Greg Norman Collection apparel and accessories.
- Shark Rewards Loyalty Program Customer loyalty program offering points for purchases, account creation, social follows, and reviews, redeemable for up to 30% off discounts, plus Give $5, Get $5 referral program.
- Gift Cards Digital gift certificate program allowing customers to purchase and redeem gift cards for products across the brand.
- Corporate Sales Program Corporate sales program available for bulk orders through gnccorporate.com, for team or event apparel needs.
Quantifiable outcome
- Free shipping on orders $99+
- +1 more outcomes
Companies that use Greg Norman Collection
Customer profileSegments3 records
Ideal customer profiles3 records
Greg Norman Collection technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Greg Norman Collection partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Guy Harvey FoundationminorLimited-edition collection collaboration with marine wildlife artist Dr. Guy Harvey. Collection inspired by sharks and ocean conservation. Products sold at select golf shops and online. Portion of proceeds supports ocean conservation via the Guy Harvey Foundation.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Greg Norman Collection competitors and assessment
Company assessmentDirect peers
- Peter Millar: Premium golf and lifestyle apparel brand offering polos, sweaters, outerwear, and accessories through DTC, wholesale, and pro-shop channels. Direct competitor to Greg Norman Collection in the premium-performance golf apparel segment with comparable price points and customer base.
- Vineyard Vines: Preppy lifestyle and golf apparel brand selling polos, shorts, pullovers, and accessories at premium price points through DTC and resort/golf-shop channels. Overlaps with Greg Norman Collection in the resort/golf crossover customer and price tier.
- Dunning Golf: Premium performance golf apparel brand owned by the same parent (Tharanco Lifestyles) and operated as the premium tier above Greg Norman Collection. Sister brand with comparable technology focus, customer base, and pro-shop/wholesale distribution model.
- Puma Golf: Global athletic brand's golf division offering performance apparel, footwear, and accessories to golfers. Directly comparable product set (polos, shorts, layers, sun protection) and overlapping customer base, though with larger scale and athlete endorsement roster.
- TravisMathew: Performance golf and lifestyle apparel brand focused on men and women, with polos, shorts, hats, and accessories sold through DTC and golf retail. Closely comparable to Greg Norman Collection in target customer, product mix, price band, and on-course/off-course positioning.
Broad incumbents
- FootJoy: Long-standing golf footwear and apparel brand sold predominantly through pro shops and golf retail. Comparable as a golf-specialty brand selling performance apparel and accessories, with comparable channel mix (golf shops) and customer overlap.
- Adidas Golf: Major athletic incumbent's golf line offering polos, outerwear, footwear, and accessories through DTC and pro channels. Competes with Greg Norman Collection across golf apparel at both mid-tier and premium price points, leveraging significantly larger marketing budgets.
- Under Armour Golf: Performance athletic brand with golf-specific apparel line featuring moisture-wicking and stretch technologies directly comparable to Greg Norman Collection's PLAY DRY and ML75 stack. Broader portfolio player with golf as a sub-category.
- Nike Golf: Largest golf apparel competitor globally, with deep tour presence, broad DTC and wholesale distribution, and full men's/women's/footwear portfolio. Operates in the same category as Greg Norman Collection but at vastly larger scale and broader price range.
Emerging players
- Lululemon: Premium athletic apparel brand increasingly targeting golfers and the on-course/off-course crossover market through its metal vent tech polos and ABC pants. Emerges as a credible competitor to Greg Norman Collection in the women's and lifestyle segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Greg Norman Collection social profiles
Digital presenceGreg Norman Collection financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greg Norman Collection leadership team
Management profileNumber of profiles
Profiles1 record
Greg Norman Collection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greg Norman Collection M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Greg Norman Collection
What does Greg Norman Collection do?
Greg Norman Collection designs, manufactures, and sells performance golf and lifestyle apparel for men and women, including polos, shirts, shorts, skorts, dresses, and accessories. The brand's products feature proprietary performance technologies such as PLAY DRY moisture-wicking, ML75 stretch fabric, and UPF sun protection, sold through its e-commerce site, 15+ retail outlet stores, and select golf shop partners.
Is Greg Norman Collection a public or private company?
Greg Norman Collection is a private company. It is classified as corporate owned and is currently operating.
When was Greg Norman Collection founded?
Greg Norman Collection was founded in 1992. It employs 11 to 50 people.
Where is Greg Norman Collection based?
Greg Norman Collection is headquartered in New York, United States, in the North America region.
How does Greg Norman Collection make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Outlet Stores and limited-Edition Collaborations.
Who are Greg Norman Collection's main competitors?
Direct peers on record are Peter Millar, Vineyard Vines, Dunning Golf, Puma Golf and TravisMathew. Broad incumbents are FootJoy, Adidas Golf, Under Armour Golf and Nike Golf. Lululemon is listed as an emerging player.
Does Greg Norman Collection have an API?
No public API is recorded for Greg Norman Collection.
What industry is Greg Norman Collection in?
Greg Norman Collection's product category is Golf Apparel. Its primary akta.pro industry code is CRAMAGAD, Golf Apparel Retail (Men’s/Women’s/Youth), with a secondary code of CRAAAEAF, Golf & Tennis Performance Apparel. Its NAICS code is 45911 and its SIC code is 5600.