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Augusta Sportswear Group Consolidates Brands

February 7, 2017

Augusta Sportswear Group (ASG), Grovetown, Ga., has merged its Augusta Sportswear, Holloway and High Five divisions to give customers access to all three brands in a single transaction, according to the company.  

The consolidation began in December 2016 with the creation of a single sales force, and eventually will result in one catalog and one invoice by the end of 2017. The company’s new structure will be built around three market-based divisions: outdoor, team uniform, and off-field.

“This shift will reorient our business around a deep understanding of the end user, which will invariably result in better and more innovative solutions for our customers,” says Derek Ernst, senior vice president of marketing and merchandising, Augusta Sportswear Group.

The changes also will require the company to recalibrate its product assortments across all three brands to create integrated offerings that will allow dealers and decorators to mix and match products and brands.


“The resulting product portfolio will be the broadest and deepest in the industry, with over 22 sports and 1,600 styles,” Ernst says. “This will allow our customers to create the perfect solution for virtually any need or situation.”

The Augusta Sportswear brand will continue to be focused on youth recreational leagues, travel clubs and middle schools, while the Holloway brand will be targeted primarily toward high schools, elite clubs and universities. The High Five brand will continue to focus primarily on soccer and volleyball. — J.L.


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