Our timeline
Dormy Continues Its International Journey Online and Offline
Customised golf clubs are more popular than ever. Following the success of Custom Online in Sweden, we have now launched the service internationally. This allows more golfers to order customised clubs directly from their sofa.
At the same time, we are taking the next step in golf on YouTube. After several years of educational content in Swedish, we are launching Dormy GolfTalk for an international audience, with material recorded in English.
The international focus is also evident offline. Through an extended agreement as the main sponsor of the Dormy Open on the HotelPlanner Tour, we are securing Swedish professional golf's bridge to the international scene until 2028.
Launching in the home of golf!
Dormy in Kungens Kurva moves to new premises, about 500 meters from the previous location. Dormy passes a new milestone by launching its online business in the home of golf. This means that customers in England, Scotland, Wales and Ireland are now able to shop through dormy.com
Welcome Spain and many thanks to Sundsvall
Dormy adds Spain to the list of countries where customers can buy golf products online, making an impact in the popular winter destinations for Swedish golfers, such as the Costa del Sol. The department store in Sundsvall closes after 15 years.
Welcome Dormy Västerås
In March 2022, Dormy opens its 13th store – in the golf metropolis of Västerås. In Erikslund, west of Västerås, Dormy now has 1 350 square meters filled with great golf products.
Online business opens in three more countries
France, the Netherlands and Austria become new markets for Dormy’s online business. In October, the website is launched in these three countries, as part of the ongoing European expansion.
Dormy enters Germany
Germany is next in line for Dormy’s online business. In the autumn of 2020, Dormy starts trading online in Germany, where a lot of customers appreciate the opportunity to buy Scandinavian golf clothing.
Online business in Norway, Denmark and Finland
Over the years, Dormy has had many customers from neighbouring countries, who cross the border to shop in our great stores. Dormy wants to give these customers the opportunity to shop online, and translate the website into Norwegian, Finnish and Danish. As a result, the number of customers from Norway, Denmark and Finland grows rapidly.
Dormy is growing fast
2016 was an exciting year for Dormy. In the end of May, a golf store opened in Väla, Helsingborg. The day before Midsummer’s Eve, a renovation and extension is completed at Dormy Outlet in Ängelholm. The new outlet premises provide an additional 1 000 square meters where more bargains can be had. In November, two new Dormy stores open. The Stockholm region gets its third store, in Arninge, while Dormy Örebro moves to new and larger premises on Salamandervägen 29.
The ninth golf store
In the spring of 2014, the ninth golf store opens in the centre of Solås in Jönköping, where the company has long been looking to start doing business. The outlet store in Kungens Kurva south of Stockholm also changes concept and becomes a regular golf store with the full Dormy range.
Expansion in the big cities
In June 2012, a second store opens in Gothenburg, this time in association with World of Golf, Sweden’s largest practice facility. The outlet concept is expanded further with another store late in 2012, in Kungens Kurva south of Stockholm.
Wall becomes the CEO
Ever since the company was founded in 1994, Mats Hedlund and Lars Johansson shared the role of CEO. In 2011, it is time for an external CEO to take over, and Anders Wall takes the helm. Wall started his career at Dormy with a summer job and has worked his way up as a buyer and sales manager for the company.
Dormy Outlet
In the spring of 2009, Stadium Golf in Ängelholm is acquired, in the same premises where the well-known Edins Golf used to do business. This store is Dormy’s first golf outlet.
Doubling the number of stores
In August 2008, Dormy Golf opens in Norrköping, and in December the doors open in both Sundsvall and Gothenburg. Dormy Golf now has a presence from Malmö in the south to Sundsvall in the north.
Dormy enters Stockholm
Opening a store in Stockholm has long been a dream for the company. The dream becomes reality when Barkarby grows, and Dormy opens its biggest store, 2 000 square meters.
New store in Malmö
Sales are growing, both in stores and online, and an investment in a new golf store in Malmö becomes a reality. The location in Svågertorp, near the newly opened Öresund Bridge, makes it a great destination for Danish customers.
Five years later
In 2000, a golf store with over 1 000 square meters of retail space opens in Örebro, making it the biggest of its kind in Europe. The company is now known as Dormy Golf.
The start of online sales
The company invests heavily in mail order and online sales. With warehouse, store and offices spread out in different locations in central Örebro, the logistical situation is far from optimal. It is impractical to keep investing in the current premises, and thoughts of another move are beginning to take shape.
New location after just one year
The company outgrows the first store, 32 square meters, after just one year. A new 150 square meter store is opened, sales continue to grow, and after another year the company starts a mail order business.
Dormy is founded
The journey starts at Askersunds Golfklubb, forty kilometres south of Örebro. Lars Johansson is the head pro and runs the golf shop at Askersunds GK. Mats Hedlund has a summer job in the shop. In 1994, they decide to make a joint investment in a city golf shop in Örebro, and the company Dormy Golf & Fashion is founded.
