Peter Millar

Corporate Headquarters: Raleigh, North Carolina

Website: https://www.petermillar.com

Category: Apparel and Accessories

LEADERSHIP

Scott Mahoney, Chairman & Chief Executive Officer

Scott Ruerup, President

Todd Martin, President, Peter Millar Golf

Al Martin, President, Peter Millar International

Company Overview

Founded in 2001 with a single cashmere sweater, Peter Millar has evolved into a premium lifestyle brand that exemplifies luxury, elegance, and superior craftsmanship. Headquartered in Raleigh, North Carolina, with a studio and design center in Raleigh and business operations center in Durham, Peter Millar has established itself as one of the fastest-growing and most sought-after golf brands in the lifestyle apparel market.

“Our commitment to excellence in golf apparel goes beyond just creating premium products,” says Todd Martin, President of Peter Millar Golf. “We’re focused on delivering innovative performance wear that maintains the timeless, sophisticated aesthetic that has become synonymous with the Peter Millar name on and off the course.”

Key Facts:

• Acquired by Richemont SA in 2012, joining a portfolio of luxury brands including Alfred Dunhill, Cartier, and Montblanc
• Acquired G/FORE in 2018, expanding their premium golf offerings
• Multiple PGA Tour professionals represent the brand, including Kevin Kisner, Cameron Young, Ryan Fox, Hudson Swofford, Si Woo Kim, Bill Haas, and Brandt Snedeker
• Featured on U.S. Ryder Cup and Presidents Cup teams

Business Innovation

Peter Millar has demonstrated continuous innovation in product development and sustainability initiatives. The company recently garnered attention for its innovative approach to sustainability at the Waste Management Phoenix Open, turning the tournament scene into a fashion-forward sustainability project. Their product line has expanded to include:

• Luxury performance sportswear
• Active and golf apparel
• Sophisticated classics
• Casually refined tailored expressions
• Footwear and accessories
• Premium golf gloves (through G/FORE)

Brand Portfolio

The company operates under several distinct brand names:

• Peter Millar
• Crown
• Crown Crafted
• Crown Sport
• Peter Millar Womenswear
• G/FORE

Market Presence

Peter Millar serves multiple market channels:

• Direct-to-consumer (DTC) through their website and retail locations
• Premium golf facilities and pro shops
• High-end department stores and specialty retailers
• International markets through Peter Millar International
• Tournament merchandise operations

Heritage

The brand name’s origin stems from a vintage lawn bowling ball inscription discovered by co-founder Chris Knott, who, along with Greg Oakley and Chet Sikorski, established the company in 2001. The name represents an era of careful attention to personal presentation and quality craftsmanship.

KEY TAKEAWAYS

Peter Millar has successfully positioned itself as a premium golf and lifestyle brand by maintaining a balance between classic styling and modern innovation. While many competitors chase trending styles, Peter Millar has cultivated a devoted following through its commitment to timeless design and superior quality. The brand’s appeal spans generations, resonating with both younger and established golfers who appreciate refined aesthetics and premium materials. Their strategic acquisition of G/FORE and continued expansion in the golf market demonstrates their commitment to growing their presence in the sport while maintaining their reputation for luxury and excellence.