Golf concept drives to Sears

Golfers will be able to test clubs at select Sears stores this summer as part of a new initiative with Edwin Watts Golf Shops.

Sears Holdings announced a multiyear agreement with Edwin Watts Golf Shops to establish a "store-within-a-store" retail model. Edwin Watts will open 12 new service-oriented golf shops inside of existing Sears stores to test the concept.

One of the initial stores will be in Illinois, said Sears Spokeswoman Kimberly Freely. Although the location has not yet been announced, Sears tests many of their new concepts at Spring Hill Mall in West Dundee.

The first golf shop within a Sears store is set to open in Murray, UT, by the end of May. In addition to Illinois, stores in New York, Florida, Maryland and Kentucky will follow.

The new specialty store, about 3,000-square-feet, will feature room for product testing with an in-store putting green and hitting bay. Game improvement clinics, expert golf club and golf ball performance fitting, the latest equipment technology and apparel styles will be included in the mix.

Each location will feature select product assortments in golf equipment and apparel, electronics and related golf accessories from brands including Callaway, TaylorMade, Titleist, FootJoy, Adidas Golf, Cobra, Wilson, Champions Tour and others. The golf area will be strategically positioned near other major departments, such as appliances, sporting goods or men's apparel, Freely said.

"We've been working on this for several months," Freely said, adding that this concept is similar to the Lands' End store-with-in a store idea.

"Sears is looking at it as a growth initiative," she said.

John Watson, CEO of Edwin Watts Golf Shops, said the partnership will give golfers of all levels access to "service-oriented golf retail." Edwin Watts Golf associates will staff the new concept stores.