Following early 2017 Chapter 11 bankruptcy and massive uncertainty over the company’s future, Ben Hogan is back again. And the latest incarnation, BH Golf Equipment, LLC, will sell its golf clubs clubs factory direct.

This move will allow new CEO Scott White’s company to avoid retail markups and offer consumers premium clubs at discount prices. For example, the company’s flagship Ft. Worth irons will sell for $665 for a seven-piece set. Wedges will sell for $95.

ExWorks Capital of Chicago has linked up with the newly formed company as an investment and ownership partner, although the new company is still a licensee of Perry Ellis International.

The company will continue to be based in Ft. Worth, Texas, with assemblers and operations personnel on site. Many other functions will be outsourced.

Ben Hogan golf Equipment will distribute its wares only via benhogangolf.com, and believes this end-around offering of premium equipment will give consumers the opportunity to buy top-tier clubs at substantially lower prices than retail, and they’ll only be able to do it through the Ben Hogan site

White is candid about the flaws in the original business model of a grand rebirth with massive capital outlay ahead of established demand. The long-term viability of the factory-direct concept remains to be seen. We’ve seen similar efforts from companies like Hopkins Golf ultimately fail.

However, the relative lack of overhead and greater scalability than the company that shuttered in 2016 better positions the new Ben Hogan to offer product to Hogan loyalists and slowly grow a small share of a crowded, contracting industry.

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