Luxury brands are increasingly turning their attention to golf. This aristocratic sport is currently enjoying a renaissance, with a more urban style and a more diverse and feminized audience. In addition to recent collaborations and capsule collections by Dior and Jimmy Choo, L Catterton, LVMH’s investment fund, caused a surprise in the middle of summer by acquiring a majority stake in L.A.B Golf.
With the BMW Championship (a PGA Tour tournament renamed in 2007), the third oldest golf championship in the world, having just concluded with a last-minute victory for player Tom Fleetwood, the luxury world has growing ambitions for golf.
Competition sponsorship, sports equipment, clothing, fashion collaborations, endorsement contracts… Nothing is too good to win market share in this booming market.
But what has gotten into the luxury industry to make it so interested in golf?
Record valuation
In December 2024, LVMH Luxury Ventures acquired a minority stake in high-end luggage maker Db with the firm intention of developing a trunk dedicated to golf by 2026.
At the end of July, the affinity between luxury and golf took on a new dimension. It wasn’t the usual promotion of a capsule collection or a new brand ambassador from the world of golf. This time, it was L Catterton, the financial arm of the giant LVMH, which owns 40% of its assets, that took a keen interest in an equipment manufacturer with a view to acquiring it in its entirety. The company in question is L.A.B Golf, an American brand of high-tech putters that has become the best-performing on the market.
Discover our plans Subscribe for 1€ Become an active member of the community of luxury leaders.
To continue reading this article, subscribe or log in to your account
Read also > LVMH Luxury Ventures invests in Scandinavian luggage specialist Db
Featured photo: © Jimmy Choo
