Dunning

What Dunning does

Dunning Golf, LLC is a US-based technical golf sportswear brand founded in 2001 and headquartered in New York, with distribution operations in Secaucus, New Jersey. The company designs and sells premium men's and women's golf apparel — polos, quarter zips, shorts, pants, base layers, outerwear, and accessories — built around proprietary fabric engineering using licensed performance technologies including COOLMAX for moisture-wicking, THERMOLITE for thermal regulation, graphene-incorporated yarns, four-way stretch constructions, UPF 50+ sun protection, and Merino wool base layers. Products are organized into curated collections such as The Player Collection (performance), Liberty Collection (graphene-infused premium), and Clubhouse Collection (casual-elegant), with garment-specific sizing and athletic-fit design validated by PGA Tour professionals.

The business operates primarily direct-to-consumer through its owned e-commerce platform at dunninggolf.com, augmented by a growing pro shop wholesale channel, with a Player Rewards loyalty program and referral incentives driving repeat purchase. Pricing spans roughly $47-$398 per item with polos commonly $78-$108, and the company runs frequent promotional cadence. Dunning is a wholly-owned subsidiary of Tharanco Lifestyles, a diversified apparel conglomerate that also owns Greg Norman Collection and Tourney; Dunning occupies the premium tier of that portfolio and shares back-office infrastructure with the parent. Geography is currently limited to US and Canadian customers, with shipping restrictions on APO/FPO, US territories, and PO boxes.

The brand has built visibility through PGA Tour ambassadorships — most notably Russell Henley's top-five Official World Golf Ranking and 2026 Charles Schwab Challenge win generating high-profile exposure at the 2026 U.S. Open, alongside Michael Kim and Michael Brennan. This athlete-driven earned media has translated into inbound demand from pro shops, signaling a selective omnichannel expansion beyond pure DTC.

Name

Dunning

Legal name

Dunning Golf, LLC.

Website

https://dunninggolf.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Dunning Golf is a 2001-founded, New York-based premium technical golf sportswear brand owned by Tharanco Lifestyles, serving men and women golfers through DTC e-commerce and selective pro shop wholesale with proprietary fabrics such as COOLMAX and graphene blends.

Ownership category

akta.pro rank

Product category

Golf Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911), Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Golf & Tennis Performance Apparel (CRAAAEAF)

Keywords

• Performance golf apparel
• Golf sportswear
• Technical golf clothing
• Athletic golf wear
• Men's women's golf apparel

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through dunninggolf.com online store selling golf apparel directly to consumers
2. Pro Shop Distribution: Wholesale distribution to pro shops following increased visibility from PGA Tour presence

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Dunning designs, manufactures, and sells technical performance golf apparel for men and women, combining proprietary fabric technologies (Graphene, COOLMAX, THERMOLITE, UPF 50+, four-way stretch, moisture-wicking, Merino Wool) with an athletic fit tested by PGA Tour professionals. The product range includes polos, quarter zips, jackets, vests, shorts, pants, skorts, base layers, and accessories, sold primarily direct-to-consumer through dunninggolf.com and via wholesale to golf pro shops in North America.

Product overview

Dunning is a golf apparel company founded in 2001 that specializes in technical performance golf clothing for men and women. The product portfolio is organized into collections including The Player Collection (technical performance), Liberty Collection (premium Graphene-infused apparel), and Clubhouse Collection (casual-elegant styles). Core offerings span across polos, quarter zips, t-shirts, hoodies, sweaters, button downs, jackets, vests, shorts, pants, base layers, belts, and hats. The company emphasizes proprietary fabric technologies including COOLMAX, four-way stretch, Graphene, moisture-wicking, and THERMOLITE, with garments designed for specific playing conditions (heat, rain/wind, cold). Dunning sells through its e-commerce platform with a Player Rewards loyalty program and ships domestically to the US and internationally to Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• The Player Collection Technical styles built to perform, featuring COOLMAX, four-way stretch, and moisture-wicking technologies for optimal golf performance across polos, shirts, and layered pieces for men and women.
• Liberty Collection Premium golf apparel collection featuring Graphene-infused pieces such as the Graphene Colorblocked Quarter Zip and Kenwick Ventilated Performance Polo, designed with advanced thermal regulation properties.
• Clubhouse Collection Casual-elegant golf apparel featuring D monogram prints, designed for on and off the course wear with moisture-wicking fabric and UPF 50+ sun protection.
• Men's Golf Apparel Full range of men's golf apparel including polos, quarter zips, t-shirts, hoodies, sweaters, button downs, jackets, vests, shorts, pants, base layers, belts, and hats, engineered for on-course performance.
• Women's Golf Apparel Women's golf apparel collection featuring tops, polos, quarter zips, hoodies, jackets, vests, bottoms, skorts, shorts, and pants, with technical fabrics and athletic fit.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Russell HenleycoreGTM or Marketing PartnerPGA Tour ambassador whose rise to top five in Official World Golf Rankings after winning the 2026 Charles Schwab Challenge brought unexpected visibility to Dunning at the 2026 U.S. Open. Henley's success on tour has helped validate the brand's technical apparel.
• Michael KimminorGTM or Marketing PartnerPGA Tour ambassador representing Dunning on tour as part of the brand's expansion of professional golfer partnerships.
• Michael BrennanminorGTM or Marketing PartnerPGA Tour ambassador representing Dunning on tour as part of the brand's expansion of professional golfer partnerships.
• Tharanco LifestylescoreStrategic or Co-development PartnerParent company that owns Dunning Golf along with heritage golf apparel brand Tourney and Greg Norman Collection. Dunning is positioned as the premium brand in the multi-tiered approach.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FootJoy: Long-established golf apparel and footwear brand (owned by Acushnet Holdings) competing across polos, pants, and outerwear at price points overlapping Dunning's core range.
• TravisMathew: Performance golf apparel brand positioned at the lifestyle/premium crossover with comparable pricing, tour ambassador strategy, and DTC-plus-retail distribution model.
• Holderness & Bourne: Premium DTC golf apparel brand with comparable price points ($100+ polos), classic-with-performance positioning, and a similarly tight ambassador-led marketing approach.
• Peter Millar: Premium performance and lifestyle golf apparel brand with similar price points ($100+ polos), strong tour presence, and a 'modern country club' positioning that directly competes with Dunning's Clubhouse Collection.

Broad incumbents

• adidas Golf: Major athletic apparel incumbent with a golf-specific apparel line, tour athlete partnerships, and global distribution competing for the same premium performance golfer demographic.
• Vineyard Vines: Lifestyle brand with a meaningful golf apparel presence, competing for the 'modern country club' customer that Dunning targets with its Clubhouse Collection.
• Nike Golf: Global athletic apparel incumbent with a dedicated golf line, deep tour sponsorship roster, and broad retail distribution that pressures premium niche brands like Dunning on visibility and shelf space.
• Under Armour Golf: Athletic apparel incumbent with golf-specific apparel and footwear lines, competing on performance fabric technology (moisture-wicking, stretch) directly against Dunning's core value proposition.

Regional players

• Greg Norman Collection: Sibling brand within Tharanco Lifestyles' portfolio, positioned in the more accessible tier of the conglomerate's golf apparel stack — operates as a portfolio peer rather than a direct competitor.

Emerging players

• Lululemon: Premium athleisure brand expanding into women's golf apparel and crossover performance wear, competing for the same high-discretionary, performance-oriented female golfer customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dunninggolf
• YouTubeyoutube.com/channel/UCHK-Ya2YKv8TnmHCHicrFfg
• Facebookfacebook.com/dunninggolf
• Instagraminstagram.com/dunninggolf

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 Dunning