PXG Doubles Down on Golf Apparel With Scottsdale Pop-Up Store
The store is open now through April in the high end Scottsdale Fashion Square.
In early days golf equipment company PXG made a splash with founder Bob Parsons‘ boisterous statements about “making golf clubs like nobody else does” – words which were matched with eye raising price tags. And while the shock factor may have calmed, the brand continues to do things differently from most of its competitors. The key is its insistence on owning the customer experience through every step, and nothing exemplifies that better than its vast network of stores. Under 25 roofs across the US, customers can receive a personalized club fitting experience from technicians who understand the ins and outs of PXG tech. But it may come as a surprise to some that PXG also stocks these stores with its own line of apparel, and the brand is out to change that. So for the first time PXG has decided to open a space for clothing – and just clothing.
A passion project of Bob Parsons’ wife Renee Parsons, PXG apparel formally launched in 2018 and aims to translate the brand’s sleek and sophisticated image into three distinct lines of clothing: Golf, Active and Aprés. The pop-up store just opened its doors on November 1 in Scottsdale Fashion Square, a high end mall in Scottsdale, Arizona that becomes a hot spot during the holiday season. The space is located in the luxury section of the mall, giving PXG Apparel visibility with aspirational clientele. Activations will be a focus as well, as the pop-up will host a number of events as people flock to Arizona during the winter months with the experience finally wrapping up in April.
PXG president and executive creative director Renee Parsons answered our questions about the store’s design and the strategy behind it.
How did you choose the location in Scottsdale Fashion Square, and why is having placement in the luxury wing significant?
We chose Scottsdale Fashion Square for its central location, high foot traffic, and its reputation as a premier shopping destination. Being in the Luxury Wing places PXG Apparel alongside other top-tier brands, attracting a clientele that appreciates craftsmanship and style. Our apparel not only integrates seamlessly with designer pieces, but also meets the expectations of shoppers looking for high-quality, performance-driven fashion for active lifestyles.
Tell us about the design of the space and how it matches the brand aesthetic.
The PXG Apparel Pop-Up embodies an elevated, fashion-forward atmosphere that speaks to our brand’s refined aesthetic and our customer. While staying true to PXG’s signature look, this space features a lighter, airy color palette, which enhances the apparel-focused shopping experience. Thoughtful design details give the pop-up, even in a temporary setting, a sense of permanence.
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Tell us about the decision to open a retail space exclusively for apparel.
Opening a PXG retail space dedicated solely to apparel allows us to bring a new level of focus and visibility to PXG’s clothing line. This PXG Apparel Pop-Up highlights our unique style and quality in a setting tailored specifically for the fashion-conscious consumer. It’s an intentional move to create a distinct identity for PXG Apparel, separate from our equipment offerings, where customers can turn their attention to the craftsmanship, comfort, and elevated style PXG Apparel delivers.
How are the products offered in your store selected?
Our PXG Apparel Pop-Up is designed as a fully stocked retail experience, featuring an extensive range of our latest apparel and accessories, as well as evergreen pieces. Visitors have the opportunity to work with our stylists, explore the quality and fit of each piece, and leave with their favorite PXG looks—creating a seamless, personalized shopping experience.
Who would you love to see shopping in your store and why?
I’d love to see Taylor Swift and Travis Kelce walk through the front door. They perfectly embody the intersection of sport, entertainment, and lifestyle—qualities that PXG Apparel is all about. Plus, Taylor’s been spotted in skirts that influenced the design of our English Side Draped Skirt, so I think our pieces would be a natural fit with her style.
PXG Apparel Pop-Up Shop
7014 E Camelback Rd #1091
Scottsdale, AZ 85251
