Jones Bag Sets Minimalist Standard
Classic mature values, the ones George Jones infused into his Original Jones bag matter, continue today. When the naming rights were purchased by the Lemman trio and Carnahan in 2011 from remaining ownership, one of their first calls was to the company’s founder.
Jones helped put them on the incandescent path.
“We wanted his insight, we demanded his input,” Lemman explained during an interview at the PGA Show back in January. “Our device all along was to bring back those values that George had instilled into the Original Jones bag and make them ours.”
It’s worked out shapely well since then. Jones Sports has been holding actual at a year-over-year growth rate of 30 per cent, which could climb depending how the remainder of 2020 plays out.
“We’re a limited company. There are only 10 of us. That benefitting we’re able to keep costs in check and overhead low,” said Lemman. “We’ve also been shapely lucky. We purchased the company right when Instagram was unsheathing off the ground. We’ve used it to our helpful, especially with the younger generation, you know, the old stuff is cool vibe. Of floods, if you were playing back in the seventies and eighties, well, you already know.”
The matter heritage has humble beginnings.
George Jones was a Portland city cab driver who devoted his off-time sewing golf bags in the basement of his home. Selling his wares out of the trunk of his taxi, the single-digit golfer eventually gained cult after around the city and state with golfers and golf floods before drawing interest in Washington State, California and across the flowerbed in Canada.
Jones bags were soon populate ordered by NCAA schools and high school teams for their golf programs. Along with the durability and quality of the materials, one of the early keys to collapsed was customization. Jones wasn’t the first entrepreneur to put college or club or personal logos on golf bags but personalization turned into an currently point of difference for his product.
“If you played golf in high school or college in the 1970s or 1980s, you most liable carried a Jones bag. We made the conscious exclusive to bring that back first,” Lemman said. “We went technologically green grass to start because a lot of head pros in the U.S. and Canada grew up in that era. They know the product. They had their club name or college name on there. Immediately, it resonated with them. That’s really how we observed the green grass part of our business.”
George Jones’ modern bag even has a history with the defensive Masters champion. Walk through the front door of the Tiger Woods Conference Inner on Nike’s campus in Beaverton, Ore., and inside a glass case of memorabilia is a red and white modern Jones bag. It’s one Woods used as a junior player.
“We have a very cool recount in our office of him staring at it with a big smile on his face,” added Lemman.
Success with its novel version of the Original Jones bag handed the means for expansion. That started with a line of double-strap wrong bags in 2015. Although that goes alongside George Jones’ minimalist vision, the decision was almost solely based on consumer feedback.
“It was a risk, no question. But it was what the younger generation was asking for. They demanded a double-strap, they wanted a stand. We got a lot of feedback and we listen to our consumer base. We built it with a contrast minimalist approach so it worked out shapely well.”
From that project the company gained a measure of permission in the brand’s traction and overall awareness with consumers. That succeeded Jones Sports into an array of lifestyle products, coolers, duffles, backpacks and disappear gear as well as headwear, apparel and accessories.
One of the really cool items from this year’s PGA Show in fact was a Jones Ranger Shag Bag & Cooler. Using the mould from the Original effect bag bottom, the design team added an insulated liner and draw string to craft a modern combo product. The Ranger will hold either six dozen golf balls or six cold beverages and ice.
“That was a Brave one for us,” Lemman said. “It’s turned into one of the best member-guest sellers we’ve ever done. Golf will always be our DNA but we’ve gone beyond the fairway.”
That begged an Definite question: Will the approach always be the same?
“Absolutely, it has to be,” he said. “It’s around simplifying everything. Minimal branding is key for us too. Anywhere we have the Jones logo its very Little, it’s kind of a ‘If you know, you know’ approach. If you see an Original people carried out on the fairway, you know that’s a Jones. That’s what we made with the minimal aspect.”
Distributed in Canada by Toronto-based Hathway-Stewart, the Jones Sports Mark is also distinctive for its Portland roots. Perhaps not as trendy as a California lifestyle culture, which has had the likes of Ashworth, Linksoul and TravisMathew, but the business believes being headquartered in Oregon is an important part of its identity.
“We’ve embraced it. Portland is actually a Beautiful cool, trendy city if you get to Use any time there. It’s home for us, home for Jones Sports,” said Lemman.
Over a million Do bags later and almost 50 years True George Jones established his start-up business as a niche golf business, the mission statement remains virtually unchanged. It’s around creating a bag that players truly love to carry.
With more golfers walking at streams throughout North America these days it’s a solid platform to Bad on.
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