Doncaster-based womenswear independent Angi Lou Boutique is attracting new customers with a new dedicated area for women’s golf apparel. Shoppers can now choose from a small capsule of pieces to wear on the course alongside the store’s popular selection of daywear and occasionwear.
Owner Angie Huddart, a keen golfer who spotted a gap in the market, says the additional category has already been a success: “It’s probably the riskiest order I’ve ever made, but it’s paid off,” she says. “I’ve always been disappointed by the lack of womenswear available at local golf clubs, and I’ve historically bought clothing while abroad. We did lots of research in our local area before realising it was a largely untapped market.”
Huddart has entered the new category with a small selection from Pure Golf – a premium sports apparel range she discovered in Oxfordshire. “They weren’t that easy to hunt down, but after lots of digging, I landed on the selling agent,” she says. “I then convinced them to give me a go.”
Her golf edit includes t-shirts, dresses, four-way stretch trousers, capris, skorts, shorts, mid layers, jackets, sweaters, hoodies and accessories. Huddart says she’s been “delighted” with the response to the range so far from golfers and non-golfers alike: “The price point is good and we’ve got a great selection,” she says. “So far, it’s been doing exactly what we hoped – driving new customers through the door, pun intended! What’s even better is that they are buying our other lines, too.”
Angi Lou Boutique first opened in the South Yorkshire market town of Tickhill in 2019. The store offers day and occasionwear from brands including Fransa, Sugarhill Brighton, Numph, Saint Tropez, Soaked, Mos Mosh, Fabienne Chapot, Lola Casademunt, Traffic People, 8th Sign, Hope & Ivy, Hoff and Carmela footwear.
“While we are bucking the trend when many boutiques are struggling and closing their doors, I felt it was time to think outside the box and find a whole new cohort of customers,” Huddart adds. “We’re lucky to be located on the edge of Doncaster, bordering North Nottinghamshire and Lincolnshire. Tickhill is a beautiful traditional market town where customers can spend a fun day out and I hope that footfall increases for other local businesses too.”