Ben Hogan Golf Equipment yesterday "laid off the bulk of its workforce" in Ft. Worth in a move to "reduce expenses and reorganize the struggling business," according to Steve Kasovich of the FT. WORTH STAR-TELEGRAM. The premium club maker "brought the revered Hogan name back to the equipment market two years ago." About 30 workers "were laid off, leaving less than 10 employees." But the company said that it has "not declared bankruptcy and hopes to rehire some workers on a contract basis as golf season orders begin to roll in." Execs have meetings "scheduled with investors" this week, starting with Ft. Worth-based Corbett Capital. Former Ben Hogan CEO Terry Koehler "launched the new company" in '14 after licensing the Hogan brand from Perry Ellis Int'l. The clubs, priced at the "high end starting at $149 apiece, are sold through country club pro shops as well as select retail outlets" (FT. WORTH STAR-TELEGRAM, 1/4). GOLF DIGEST's Johnson & Stachura noted the announcement in '14 that Hogan was back in the club business "generated genuine enthusiasm among equipment aficionados." The products were "generally well received," but "aimed primarily at better players." Add in a "heavy reliance on the mystique of the Hogan brand and a unique numbering of clubs on the soles with their lofts instead of iron numbers minimized the company’s appeal" (GOLFDIGEST.com, 1/3).
