Auchterlonies

What Auchterlonies does

Auchterlonies of St Andrews is a privately held golf equipment and apparel retailer founded in 1895 by Open champion Willie Auchterlonie in St Andrews, Scotland. The company operates a single physical retail showroom in St Andrews, the historic 'home of golf', and a global e-commerce storefront at auchterloniesofstandrews.com serving customers in the UK, European Union, and United States. It is an authorized stockist of more than 20 premium golf brands including Callaway, TaylorMade, Titleist, Ping, FootJoy, adidas, Puma, Galvin Green, Under Armour, Glenmuir, and Bushnell, and sells across 12 product categories spanning clubs, clothing, footwear, balls, bags, trolleys, and accessories.

The company's technology stack is a standard Shopify e-commerce platform with no proprietary systems or public APIs. Its primary technology dependency is Trackman launch monitor hardware deployed in an on-site custom fitting suite, supplemented by an antique workshop that has been repairing golf clubs since 1895 and was recently renovated with modern fitting machinery. Auchterlonies also operates an exclusive Old Course St Andrews branded merchandise collection with a unique crest unavailable elsewhere.

Revenue is generated through three streams: one-time retail sales of golf equipment and apparel, professional services including Trackman-based custom club fitting, club rental, and workshop repairs, and gift voucher sales. Customers are individual recreational and serious golfers (men, women, and juniors) plus golf tourists visiting St Andrews. Pricing is unit-based with free UK delivery over £100 and free international delivery over £250; Klarna buy-now-pay-later is offered as a payment option. Customer acquisition relies on golf tourism footfall, organic e-commerce search, and brand-loyal returning customers rather than paid acquisition.

Name

Auchterlonies

Legal name

Auchterlonies of St Andrews

Website

https://auchterloniesofstandrews.com

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

1–10 employees

Short description

Auchterlonies of St Andrews is a historic golf retailer founded in 1895, selling premium clubs, apparel, footwear, and accessories from its St Andrews showroom and global Shopify e-commerce site, serving recreational golfers, tourists, and enthusiasts.

Ownership category

akta.pro rank

Product category

Golf Equipment Retail

NAICS

Sporting Goods Retailers (45911), Shoe Retailers (4582), Shoe Retailers (458210)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

akta.pro secondary industries

Golf Clubs & Club Fitting Retail (CRAMAGAA), Golf Footwear & Apparel Retail (CRAMACAH), Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Golf Bags, Carts & Travel Gear Retail (CRAMAGAC), Golf Gloves, Headwear & Accessories Retail (CRAMAGAF), Golf Balls Retail (CRAMAGAB), Golf Equipment Repair, Regripping & Customization Services (CRAMAGAK)

Keywords

• Golf equipment retail
• Golf apparel
• Club fitting services
• Golf accessories
• Sporting goods

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Equipment Retail: Revenue from selling golf clubs, clothing, footwear, accessories, balls, bags and trolleys through physical retail and e-commerce channels. Products span multiple price points across premium and mid-market brands.
2. Golf Services: Revenue from custom club fitting using Trackman technology, club rental, and workshop repair services including grip installation, shaft adjustments, and loft/lie modifications.
3. Gift Vouchers: Sale of gift vouchers available in various denominations, redeemable in-store and online.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Auchterlonies of St Andrews is a historic golf retailer operating a physical pro shop in St Andrews and a global e-commerce store, selling golf clubs, clothing, footwear, balls, bags, trolleys and accessories from major brands. The business complements retail with custom club fitting using Trackman technology, premium club rental for tourists, and an in-house workshop offering grip installation, shaft adjustments, loft/lie modifications and other repair services.

Product overview

Auchterlonies of St Andrews is a historic golf retailer (established 1895) offering a comprehensive golf product portfolio through an e-commerce platform. The offering consists of core product categories—golf clubs (drivers, fairways, hybrids, irons, wedges, putters), golf clothing (shirts, trousers, waterproofs, outerwear), golf shoes, golf balls, golf bags & trolleys, and golf accessories (gloves, rangefinders, towels)—alongside branded sub-brand offerings (Old Course Collection exclusive merchandise). The company complements its retail business with service offerings including Custom Club Fitting Services using Trackman technology, Club Rental (Callaway, TaylorMade, Titleist), Golf Workshop Repair Services (grip installation, shaft adjustments, loft/lie adjustments), and Ex-Rental/Pre-Owned Clubs. All products are sourced from authorised stockist relationships with major golf brands including Callaway, FootJoy, Titleist, adidas, Puma, Galvin Green, Under Armour, Glenmuir, Ping, TaylorMade, Bushnell, Sunderland, PowaKaddy, Motocaddy, and others.

Differentiator

Problem solved

Functional benefit

Brands

• Old Course Collection: Exclusive branded collection featuring Old Course St Andrews crest on clothing and accessories.

Products and services

• Golf Clubs

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Callaway GolfcoreTechnology or IntegrationAuthorized stockist of Callaway golf equipment including drivers, fairways, irons, hybrids, putters, bags, gloves, headwear, umbrellas, and accessories. Also provides rental clubs available at Auchterlonies.
• TaylorMadecoreTechnology or IntegrationAuthorized stockist of TaylorMade clubs including Stealth drivers, Paradym collection, fairways, irons, wedges, putters. Rental clubs and custom fitting available.
• TitleistcoreTechnology or IntegrationAuthorized stockist of Titleist golf balls, clubs, bags, and accessories. Provides rental clubs.
• FootjoycoreTechnology or IntegrationAuthorized stockist of Footjoy golf shoes (men's, ladies', junior), gloves, socks, and shoe bags across spiked and spikeless options.
• GlenmuircoreTechnology or IntegrationKey brand partner for Old Course St Andrews branded collection. Stock range of Glenmuir golf shirts, sweaters, shorts, headwear with exclusive Old Course crest.
• adidas GolfcoreTechnology or IntegrationAuthorized stockist of adidas golf clothing, footwear, sunglasses, socks, gloves, and accessories for men, ladies, and juniors.
• Puma GolfcoreTechnology or IntegrationAuthorized stockist of Puma golf clothing, footwear, gloves, socks, and accessories.
• Galvin GreencoreTechnology or IntegrationAuthorized stockist of Galvin Green waterproofs, shirts, trousers, windproofs, sweaters, base layers, belts, headwear, gloves, umbrellas for men and ladies.
• PingcoreTechnology or IntegrationAuthorized stockist of Ping golf clubs including drivers, fairways, hybrids, irons, wedges, putters, tour bags. Junior equipment available. Custom fitting offered.
• Under ArmourcoreTechnology or IntegrationAuthorized stockist of Under Armour golf clothing, waterproofs, underwear, socks, and accessories.
• TrackmancoreTechnology or IntegrationTechnology partner used in custom club fitting service. Trackman launch monitor provides data analysis for fitting drivers, fairways, and irons.
• KlarnaminorOthersPayment partner offering 'buy now, pay later' options for customers. FAQ and information pages available on website.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• American Golf: Largest UK golf retailer offering multi-brand golf equipment, apparel and footwear both online and through a UK store estate. Most directly comparable by category mix, brand portfolio and DTC-plus-stores model.
• Direct Golf UK: UK online-first golf retailer carrying the same major brands (Callaway, TaylorMade, Titleist, FootJoy) plus custom fitting. Comparable as a multi-brand golf equipment and apparel specialist competing for the same UK/EU consumer.
• PGA Tour Superstore: US multi-brand golf and tennis retail chain with custom fitting, trade-in/used clubs and on-site workshops — a direct functional analogue to Auchterlonies' pro-shop-plus-services model in a different geography.
• Golf Galaxy: US multi-brand golf specialty retailer (owned by Dick's Sporting Goods) offering clubs, apparel, footwear and custom fitting. Comparable as a broad-line golf pro shop retailer serving enthusiasts across price points.
• Worldwide Golf Shops: Aggregator of US golf specialty retailers (Edwin Watts, Golfsmith, Roger Dunn) with strong multi-brand golf equipment, apparel and custom-fitting offerings — directly comparable assortment and customer base.
• TGW (The Golf Warehouse): Large US online golf retailer carrying all major club, apparel and accessory brands. Comparable as a multi-brand golf specialist competing for the same digital consumer with broad assortment.
• Golf Discount: US online golf retailer focused on multi-brand equipment, apparel and accessories with custom-fitting services. Comparable assortment, customer segment and DTC-led go-to-market.

Broad incumbents

• Decathlon: Global sporting goods mass retailer with a golf category that overlaps on apparel, footwear and entry-level equipment. Comparable as a broader sporting-goods destination where golf is one of many categories, competing for the same recreational consumer wallet.
• Sports Direct: UK mass-market sporting goods retailer stocking golf equipment and apparel from many of the same brands. Comparable as a discount-leaning, multi-category sporting goods retailer carrying golf alongside many other sports.

Others

• Motocaddy: UK manufacturer of electric golf trolleys and a supplier partner of Auchterlonies. Relevant as an ecosystem participant — a key brand stocked in-store rather than a direct retail competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/auchterlonies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Auchterlonies