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As Peter Millar launches in the Middle East through eGolf Megastore, we spoke with Dean Cheesley, CEO of eGolf Megastore, and Mark Hilton, Managing Director at Peter Millar, to hear more about the partnership, what it brings to golfers in the region, and why it just makes sense.
eGolf Megastore in Al Quoz, Dubai
Dean, what was the motivation for eGolf Megastore in choosing Peter Millar as a new supplier?
We are genuinely pleased with the new Peter Millar regional partnership. Their confidence in our retail model and presence in the market said a lot. From our side, it was a straightforward decision. Peter Millar is globally respected for its quality and design, and we’ve always admired what they stand for in the world of golf and premium apparel. Adding them to our line-up just made sense. It raises the bar and fits exactly what our customers expect from us.
How do Peter Millar’s products complement your existing apparel offerings?
They just align perfectly with the brands we already carry. We’ve built a strong portfolio with names like G/FORE, J.Lindeberg, Galvin Green, Greyson, BOSS, Puma Golf, Lyle & Scott, Jack Nicklaus and in the near future Sun Day Red. Each brings something distinct, and Peter Millar adds another layer — classic, refined style with premium craftsmanship. Their gear hits that sweet spot for golfers who care about both performance and how they look. It’s a smart, natural fit that complements, rather than competes with, what’s already on our shelves.
Jordan Smith – DP World Tour winner and Peter Millar ambassador (Image by Ross Kinnaird / Getty Images)
How does this add to the overall armoury on offer at eGolf Megastore in the Middle East? Will it be available across all stores in the region?
We’re not just about selling products — we focus on creating a full golf retail experience. Adding Peter Millar strengthens our offering in a big way. It gives customers more choice at the premium end, especially those looking for something elevated but still grounded in performance. The rollout starts with key stores and wholesale partners in the UAE, where we know demand will be strong. We’ll then expand across the GCC in phases, with full availability planned by Q1 2026. That approach allows us to launch it properly and build momentum, especially at proshops across the GCC.
In what way will this partnership enhance the shopping experience at eGolf Megastore?
Peter Millar brings a level of polish and consistency that golfers really appreciate. Their collections are built for those who want function on the course and a refined look off it. That’s exactly where the market is heading, especially in this region. Bringing a brand like this into our mix gives customers something new and exclusive to get excited about. It elevates the experience without straying from what we’re already known for — quality, choice, and expertise.
Peter Millar – eGolf Megastore
And Mark, what attracted Peter Millar in choosing eGolf Megastore as their key partner for the region?
We at Peter Millar have admired what Dean and the eGolf Megastore team have achieved for many years. They presented us with so many strong options for immediate impact, alongside a long-term strategy for growth. Peter Millar is fortunate to be found in the best golf facilities around the world and eGolf Megastore fits that bill. We are thoroughly looking forward to growing the business across the region in a true partnership.
What does it mean to add your product range to eGolf Megastore?
For Peter Millar, it means we can present a full lifestyle offering in the region. Peter Millar is about much more than just golf. Yes, we’re proud to be a leader in modern, stylish, performance-driven apparel, but we also offer a wide range of off-course pieces that we know customers will be drawn to. eGolf Megastore gives us the ideal platform to showcase that range.
How does Peter Millar’s brand philosophy align with eGolf Megastore’s vision and values?
We have a clear brand philosophy — which can be summed up as “setting the standard.” That’s something we strive for in everything we do. eGolf Megastore shares that mindset. They’re committed to excellence, and we see this partnership as a strong alignment of values and ambition.
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This article was featured in the August 2025 issue of Golf Digest Middle East. Click here for a digital issue of the full magazine
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Main Image: Peter Millar
