SoCal Stylin’: L.A. -Based LOHLA SPORT Creates New ‘Golfleisure’ Category
To be successful, businesses typically require easily understandable and recognizable points of distinction. The problem, however, is that many businesses wallow in seas of sameness.
Not Lisa O’Hurley.
Prior to the January 2021 launch of her Los Angeles-based company, LOHLA SPORT, O’Hurley identified white space in the ladies’ premium golf apparel market, then married stylish and substantive product development with a deep knowledge about precisely what female golfers covet.
Her diligence first led to a golf category, one she calls “golfleisure.” Yes, it’s an improvisation of the “athleisure” craze led by Lululemon. But it’s based on a “comfortable chic” aesthetic, design and fabrication that collectively and specifically benefit how women look and play.
“The look of golf for women is changing,” says O’Hurley from her showroom in Thousand Oaks, Calif. “Many women are coming into the game who want to look and feel comfortable and stylish. Our goal is to offer pieces that meet these needs yet are golf appropriate, and equally important, country club appropriate.
“Golfleisure is rooted in colorful, on-trend European designs with feminine, Los Angeles flair,” she continues. “LOHLA SPORT cuts are flattering and alluring yet not overtly sexy, and they’re made of fine-quality fabrics sourced worldwide that optimize athletic movements.”
O’Hurley’s business collaborator, Paul Rees, made his mark as a highly regarded product developer for Burberry and Aquascutum in the U.K. O’Hurley also enjoys a legacy in European fashion, having managed U.S. operations for Germany-based GOLFINO for more than seven years and as an executive at Golf Channel, where she was involved with overseas markets for a decade.
With West Coast and overseas elements defining LOHLA SPORT styles, O’Hurley loves the company’s firm planting in the stylish L.A. market. “Southern California is home to the Kardashians, after all,” she says jokingly.
Coordinated tops, bottoms, skorts, outerwear and headwear boast “sporty and resort-y” looks that confidently transition ladies from the course to the office and to socializing with friends and family.
Consistently staying true to this brand thesis is central to LOHLA SPORT’s following. Its pieces are front and center in more than 300 shops at golf courses, country clubs and resorts. Off-course boutiques are in the mix, too. The company’s e-commerce business is also growing at a rapid pace.
Plus, early this year, LOHLA SPORT partnered with Annika Sorenstam, who will exclusively wear the brand’s apparel in golf tournaments and other activities. More recently, the company signed highly touted LPGA Tour player Maude LeBlanc to a similar role.
O’Hurley’s husband, John O’Hurley, played the fictional J. Peterman on Seinfeld, was host of Family Feud, starred in Chicago on Broadway, and is a celebrated actor with hundreds of credits.
The next logical question: Will John influence his better half to design a LOHLA SPORT men’s line? “That’s to be determined,” she says, pressing an index finger to her lips as if there’s a mighty secret in her ever creative and ever entrepreneurial brain.