NEWS
Kye will present its 2007 line of contemporary women's golf apparel in at the West Palm Beach Golf Expo, April 10-12 at the South Florida Fairgrounds.
Champ reports that the winners on the LPGA, PGA and European PGA tours on Sunday wore its spikes, including the winner of the Kraft Nabisco Championship, who wore the Stinger spikes.
FEATURE
The right time for Verdina
By Lea Hart
GPA Fashion Correspondent
Just over one year ago Dana Coppolino, Nicole Elizabeth and Melissa Maundrell launched a new golf apparel company with the intent of giving women clothes that not only fit and performed well, but were also fashionable.
Today, Verdina -- which means "a little green" in Italian -- is successfully outfitting women of all ages in golf apparel that they can wear both on and off the course. Their clothing line can be found in pro shops, resorts and some retail stores, and, already, LPGA player Jenna Daniels has signed on to wear Verdina exclusively for the 2007 and '08 seasons.
Coppolino, who serves as CEO and president of Verdina, couldn't be happier.
"It's been a great first year," she said.
One of the keys to success, Coppolino said, is the blend of expertise that the three partners bring to the company.
Coppolino has a background in marketing and fashion. She most recently served as a head designer for Nautica and has also worked for Ralph Lauren. Meanwhile, Elizabeth, senior vice president of design for Verdina, has worked for companies including Nautica, Ralph Lauren, Halston and Tahari. And Maundrell, senior vice president of sales and marketing, is a current MBA candidate and has extensive experience working on Wall Street.
"The three of us just came together at the right time," Coppolino said. "Individually, none of us could have made this happen."
Coppolino, who began playing golf a little over four years ago, said she was disappointed at the time with the offerings for women's golf apparel. Often times, she would shop at department stores, rather than buy golf clothes.
Maundrell had a similar experience. She often golfed with business colleagues and clients and found women's golf apparel was really "just a man's shirt in a woman's size," she said. The clothes didn't offer her options to look professional and be comfortable on the golf course.
At the time, Coppolino and Maundrell were roommates and former college classmates, and Coppolino had gotten to know Elizabeth through work. Coppolino hatched the idea to start a new clothing line for female golfers and shared her ideas with Elizabeth and Maundrell.
The venture was the perfect fit for all three women.
Maundrell had always had an interest in starting her own company and saw the need in the marketplace for more offerings in women's golf apparel. Elizabeth saw the opportunity for design freedom where she could guide the look and details of all aspects of the clothing line.
Today, they offer a line that is golf appropriate, but is fashionable enough to be worn off the golf course as well.
"If someone's going to spend money on a garment, why limit it to golf?" Coppolino said.
Fit was also a key consideration as the three partners developed their line. Their pants, for example, feature a contoured back waistband, which allows for freedom of movement without concern about over-exposure.
"There's something in our line that appeals to women of every age," Coppolino said.
Since its launch, Verdina has more than tripled its account base to roughly 60 accounts and has begun penetration into the international marketplace.
Verdina is currently showing its third line. Coppolino said she hopes the future brings more growth and an increased involvement with the LPGA. Maundrell said that growth will come as they continue to gain exposure at shows and by presenting to buyers.
For information on Verdina, go to www.verdina.com.
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