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The Open Shop


Brand New E-Commerce Site Launched

The Open Shop - new site launch

The Open is delighted to announce the launch of a brand new E-Commerce site, The Open Shop, now accessible at

  • Enhanced customer journey and check-out experience
  • Wider selection of leading brands and collections than ever before
  • 10% off all products for a limited time only
  • The opportunity to win a once-in-a-lifetime experience at The 149th Open, thanks to Mastercard

This launch reflects The Open’s commitment of continuing to expand its retail business, which aims to deliver an innovative “must-go-to” retail experience and inspire a global fanbase all year round.

Fans will be encouraged to visit the new platform with a special 10% discount offer across the entire product range.

Now that golf is back for many people across the world, fans of The Open will be able to shop their perfect look for the season ahead, with exciting new brands, collections and limited edition products - there’s hopefully something for everyone!

Fans will also be able to get kitted out ahead of The 149th Open, which comes to England’s south coast and the iconic Royal St George’s next July, as well as shop from a wide range of other Open branded merchandise.

The fastest and most innovative Open Shop there has ever been

The new platform will feature a variety of industry-leading innovations. A completely refreshed website has been developed with an improved design, to showcase the wide selection of products available at one glance. A new search function with best-in-class capabilities has been rolled out across the site, helping fans find exactly what they are looking for. Thanks to new software, customers will be able to complete their purchasing journey quicker than ever before.

“Our vision for retail has always been to develop an innovative 'must-go-to' experience” JENNY BROWN, HEAD OF RETAIL, MERCHANDISE & LICENSING

Wider selection of leading brands and collections than ever before

As The Open Shop continues to develop and expand, leading brands from across the world will be showcased, including Official Outfitter and Patron Hugo Boss, leading sportswear brand Adidas, and introducing a lifestyle collection from Peter Millar. Many more new brands and collections are planned to be launched throughout the year.

Speaking ahead of the launch, Head of Retail, Merchandise and Licensing, Jenny Brown said: “Our vision for retail has always been to develop an innovative “must-go-to” experience, which engages and inspires a global audience all year round. With the expertise of SHIFT Commerce, combined with our multi-brand and collection product strategy we now believe we have an e-commerce platform fit for the future, which prioritises our customer journey.

“There are many exciting aspects to this site, including the fact that it is much more responsive and content-enhanced than ever before, allowing us to tell the story of The Open across our merchandise range.

“We are also looking to implement single sign-on in the months to come, allowing fans of The Open to have a one-stop shop for their tickets, hospitality and merchandise purchases. We hope all of our partners and fans enjoy the new e-commerce experience.”

The Open brand continues to inspire and tell the story of golf’s original championship

The Open’s rich history, dating back to 1860, is full of inspiring moments. In addition to providing a first-class retail experience, The Open Shop will provide supporting content linked to the stories, icons and memories that make the Championship so special, offering fans a new way to interact with golf’s original major.

To celebrate the launch of the new Open Shop, a site-wide offer of 10% off on all products will be available for a limited time only. As well as a 10% off offer for any customer at the new Open online shop, customers who make their purchase with a Mastercard anytime throughout the month of July will be automatically entered into a competition and will be in with a chance of winning a once-in-a-lifetime experience at The 149th Open next year. Thanks to Mastercard, The Open’s preferred card, the experience includes tickets to Mastercard Hospitality, as well as the opportunity to fulfil the role of an Official Scorer for a round at Royal St George’s next year.