RAISE YOUR GAME AT THE UK’S NEWEST & MOST FASHIONABLE GOLF RETAIL STORE

The opening of a new high end apparel and accessories store at SILVERMERE GOLF COMPLEX has served to further raise the bar at one the UK’s most popular golf
and retail destinations.

There can’t be many golfers in the south-east of England who have yet to experience the pleasure of a day out at Silvermere in Surrey. Whether it’s to play the Cobham venue’s challenging 18-hole parkland course, with its renowned watery finish; to hit some balls on its impressive two-tier driving range; have a lesson or a custom fitting with one of its sizeable team of PGA Professionals; or to splash out on a new set of clubs or the latest accessories from the country’s largest independently-owned golf retail store. Some even come just to have lunch at the complex’s renowned Inn on the Lake, where good food and plenty of golf-watching entertainment are served up in equal measure. A mecca for serious golfers since the 1970s, Silvermere has carved out a well-earned reputation as being destination that goes
beyond your typical golf club. But now, Silvermere is making headlines for something new – not with a course renovation or a new bit of driving range technology – but with a retail experience that takes golf fashion to another level entirely.

This spring saw the opening of Elevated at Silvermere, a 1,600-square-foot retail space perched on the top level of the driving range which is dedicated to showcasing premium, limited, and highly-sought after golf brands. The concept here is clear: this isn’t your everyday pro shop. Elevated is a meticulously curated space designed to bring the world’s most stylish, high-quality golf brands to the hands – and wardrobes – of discerning players. Step into Elevated and you’ll find a wide range of golf’s most fashion-forward and exclusive labels: Manors, Malbon, Macade, Greyson, Jones, G/Fore, Stitch, Sounder, Vessel, Peter Millar, True, adidas Originals and Oakley, to name just a few. From cutting-edge technical gear to lifestyle inspired leisurewear, Elevated sells kit that isn’t typically stocked by mainstream golf retailers. Some lines are limited runs or direct from emerging labels in the US and Europe. That means when you walk out of Elevated, you’re not just carrying a new outfit – you’re wearing something that very few others in the country own.

Today’s golfers want to express their individuality through their equipment, clothing and accessories and Elevated taps directly into this movement. Whether it’s a tailored jacket from Greyson, a handcrafted golf bag from Jones, a bespoke tweed headcover from Fyfe Golf, or a pair of G/Fore shoes in a limited-edition
colourway, every item has been carefully selected to appeal to golfers who put as much thought into what they wear as they do for the clubs they play with.

“We wanted to create something truly different,” says Terry Sims, Managing Director at Silvermere. “The collections at Elevated are all hand-picked and available in limited quantities, ensuring that what you wear and carry is as unique as your game.” With a layout more reminiscent of a high-end fashion boutique than a traditional pro shop, the store was purpose-built to both inspire and educate, with colours and products laid out to offer ideas for potential outfits that could work well together. The interior design is sleek and contemporary, with soft lighting, minimalist fixtures, and uncluttered rails creating a sense of calm luxury – a world away
from the frustrating retail experience offered by many pro shops.

But Elevated isn’t just about premium products; it’s about the full retail experience. Knowledgeable staff are on hand to provide personal consultations and styling advice, creating an atmosphere that feels more like a bespoke tailoring session than merely grabbing a polo shirt off the rack and heading for the till. And it’s an experience that has certainly proved successful with golfers, with Sims reporting brisk trade at Elevated since its opening just over two months ago, with
customers travelling from near and far to check out the new stock.

“The feedback from customers has been phenomenal,” Sims says. “It reminded me of when I opened the Left Handed Golf store 21 years ago. It’s new, it’s bold, and it changes the conversation around golf retail.” The team at Silvermere isn’t resting on its laurels. Sims hints at more to come, with plans to expand the range of brands and bring in even more exclusive offerings. “We’re always on the lookout for niche, hard-to-find labels from the UK, the US, and Europe,” he says. “The goal is to make Elevated the go-to destination for golf lifestyle.”

With the opening of Elevated, Silvermere has set a new standard for what golf retail can be: immersive, curated, stylish and desirable. It’s a bold move, but one that fits perfectly with where the game – and its players – are headed. So, whether you’re a seasoned golfer, a fashion forward newcomer, or simply someone who appreciates craftsmanship and quality, it’s high time you paid a trip to Elevated and see how far you can raise your game.

Elevated at Silvermere is open 9.30am-7pm
on Monday, Tuesday, Wednesday and Friday,
10-8pm on Thursday, 9am-6pm on Saturday
and 9am-5pm on Sunday.

For more information, visit www.silvermeregolfstore.com/about-us/elevated.