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Dormy – 30 fantastic years of doing golf business!
It all started with two guys in a simple shop at Askersunds Golfklubb in 1994, and then the same year a small city shop in central Örebro. Since then, a lot has happened. In 30 years, Dormy has become one of Europe’s largest retailers of golf equipment.
When Dormy celebrates its 30th anniversary in 2024, the company has 11 big stores and an outlet in Sweden. There are 140 permanent employees (during peak season this increases to 350 employees). In Örebro, Dormy now has a facility covering 9 000 square meters, with a store, the head office, a central warehouse, and a lunch restaurant.
Dormy started doing business online way back in 1998, making the company one of the pioneers in the industry. This is a part of the business that is really gaining momentum as digital maturity increases, and many discover how smooth and stable Dormy’s online process is. In 2018, Dormy launched a web shop in Norway, Finland, and Denmark. Germany followed in 2020 and in October 2021 domains were launched for France, Austria, and the Netherlands. Spain was added in the autumn of 2022, meaning sun-seeking Scandinavians were now able to have their equipment delivered to holiday apartments or long-stay hotels during the winter. The anniversary year 2024 marks another milestone, as Dormy enters the home of golf in the British Isles, starting up business online in England, Ireland, Scotland and Wales. This means that Dormy will now be doing business online in 13 countries.
Why are we called Dormy?
Searching for a good name for the company, co-founder Lars Johansson found the golf expression “dormie” in a dictionary. “Dormie” is derived from the French word dormir, meaning to sleep, and used when a player in a golf match has taken enough of a lead that he or she can play “asleep” for the rest of the game without losing. To be “Dormie” is to be unbeatable. A fitting name for a company with great ambitions!
For aesthetic reasons, the ending “ie” was replaced with a “y”, and the logo lost its capital “d”.
Headquarters
In Örebro, where it all started, Dormy has been doing its business since 2016 in a bespoke property, about ten minutes south of the city centre, with a store, the main warehouse, the head office, and a restaurant covering a grand total of 9 000 square meters.
The head office has a modern design – with open plan offices, large windows, and meeting rooms set up for creativity. Several of the walls have floor to ceiling green plants, contributing to a vibrant and comfortable ambience. The roof of the building is covered by solar panels, producing between 20 and 25 percent of the company’s energy needs.
Since opening in 2017, Restaurant 29 is favoured by Dormy’s employees, and is also a popular lunch restaurant for the public – serving around two or three hundred lunch guests every day.