Honma Golf this week unveiled its new upscale, 500-square-foot gallery at the popular Roger Dunn Golf Shops superstore in Santa Ana. The dedicated space combines a showcase of the Japan-based brand’s latest clubs, apparel, bags and accessories with a club-fitting bay. The grand opening party this past Sunday evening was jammed with golfers and even some celebrities. Says Adam Sheldon, general manager of Honma Golf USA: “It’s a unique space that merges a club-fitting and retail experience in a totally different way. Honma is all about top-end, high-quality products. And that’s reflected in here. It looks and feels different than any other brand in the marketplace.”

You can waggle and test out the likes of Honma’s Tour World, Beres and Be Zeal products and their gold trim. Some of the brand’s sets sell for $50,000. Store executives say they are thrilled that Honma “brings a different customer into our store,” according to Al Morris, president at Worldwide Golf Shops, which owns the Roger Dunn chain. “This has a little Las Vegas to it: It’s cool-looking, high-tech, and the display quality is perfect for the brand.” Several other major golf manufacturers have dedicated spaces within the shop, as well.

Veteran golf writer Scott Kramer has covered the golf equipment market full-time since 1990. His career has spanned senior editor positions at both Golf Pro Magazine and GOLF Magazine. He now works on a freelance basis for many consumer and trade publications, including the SCGA’s FORE magazine.