Acushnet Holdings Corp announced the acquisition of KJUS, a premium global ski and golf sportswear company.
The KJUS brand was born from an uncompromising commitment to performance, following brand namesake Lasse Kjus’s historic feat at the 1999 World Ski Championships, where he medaled in each of the Championships’ five disciplines. KJUS was co-founded with Didi Serena with a vision to make the finest and most technologically advanced skiwear and the belief that cutting edge innovation could lead to improved performance.
The first KJUS collection was launched in 2000 by Lasse Kjus and Didi Serena. Over a game of golf, the two were chatting about the principles of professional golf apparel – freedom of movement and comfort – and lamented that the market was lacking skiwear that had been developed with those same ideals in mind. And so they made it their mission to fill this gap.
Under his stewardship, KJUS has today grown to be an unquestioned leader in technical performance wear. Building upon this technical performance and design expertise, KJUS entered the golf outerwear and apparel markets less than a decade ago with a focus on comfort, freedom of movement and all-weather protection, and it has since achieved a loyal following with performance-minded golfers and a premium positioning at leading golf shops worldwide.
“We have been impressed by KJUS’s success in golf apparel and are extremely excited to bring KJUS into the Acushnet family,” said David Maher, President and Chief Executive Officer, Acushnet Holdings Corp. “We see many similarities in our roots, with both our founders having turned their personal passions for a sport into a vision of product and performance excellence. This shared commitment to innovative, high-quality and performance-driven products lines up squarely with our Company’s existing focus on the dedicated golfer. We believe KJUS’s premium positioning in the ski and golf markets provides significant opportunities as we work with current KJUS management to maximize the brand’s potential.”
“From KJUS’s inception, our focus has been on crafting the next generation of sportswear, constantly pushing the limits of what’s possible,” said Didi Serena, former KJUS chairman. “By staying true to our unwavering dedication to innovation and craftsmanship, we achieved great things in a relatively short time – and of this I am extremely proud,” continued Serena. “Becoming part of such a like-minded company and associated with the iconic Acushnet family of brands is a truly exciting next chapter for KJUS. We believe this will open up significant growth opportunities and help the KJUS brand to realize its full potential on the global sports apparel stage.”
Acushnet expects to continue to run KJUS’s operations from its global and North American headquarters in Hünenberg, Switzerland and Boulder, Colorado. The ski and golf divisions will be run by long-time company leaders Nico Serena and Brooke Mackenzie, respectively. Luke Reese, who has been instrumental in the establishment of the KJUS golf business, and Didi Serena will continue their involvement with the Company as special advisors.
Acushnet is a global leader in the design, development, manufacture and distribution of performance-driven golf products, which are widely recognized for their quality excellence. Driven by a focus on dedicated and discerning golfers and the golf shops that serve them, they believe they are the most authentic and enduring company in the golf industry. Their mission – to be the performance and quality leader in every golf product category in which they compete – has remained consistent since they entered the golf ball business in 1932. Today, they are the steward of two of the most revered brands in golf – Titleist, golf’s leading performance equipment brand, and FootJoy, golf’s leading performance wearables brand.
KJUS stands for sportswear made of innovative, high-performance material with a distinctive, clean design. The award-winning collections Ski, Golf and Lifestyle are developed by passionate sports experts and tested by professional athletes. The products are designed to enable sportspeople to focus on the experience. Driven by an enthusiasm for sports and an uncompromising vision, KJUS continues to push farther, innovating with every seam, fabric and detail.