Lisa O’Hurley and the Garden State are no strangers to one another.
When she was Director of Sponsorships for Golf Channel several moons ago, entertaining corporate executives and Madison Avenue ad agencies on New Jersey links was regular fare. While not taking their money over 18 holes, the former Baylor University standout golfer consistently posted lower scores at TPC Jasna Polana and elsewhere statewide.
Now, 20-plus years later, as Founder and CEO of LOHLA SPORT, O’Hurley is at it again.
Country clubs and resorts from north and south Jersey, and all parts between, are selling her ladies’ premium golf-lifestyle apparel like no other.
“LOHLA SPORT is undeniably hot among New Jersey golfers,” says O’Hurley, who launched LOHLA SPORT in January 2020. “Being so close to New York, one of the world’s fashion capitals, they appreciate LOHLA SPORT’s mix of European designs and L.A. flair.”
Ladies and club merchandisers characterize LOHLA SPORT as playful, stylish and resort oriented. More word play: upscale, fun, colorful, sporty, flattering and luxe.
How does O’Hurley know so much about delivering discerning women golfers the clothes they yearn to wear?
“I learned a lot from almost eight years running U.S. operations for GOLFINO, the Germany-based apparel brand,” she says. “When starting LOHLA SPORT, what sells and what doesn’t headlined my business playbook.”
As a recognized fashionista in golf circles, O’Hurley knew one person does not a company make. That’s why she teamed with longtime friend and London-based Paul Rees to co-create LOHLA SPORT tops, bottoms, skorts and outerwear. The fashion designer is renowned for bringing Burberry and Aquascutum styles to global popularity.
From there, it’s been history in the making. LOHLA SPORT is carried by more than 300 golf shops coast to coast. Annika Sorenstam (one of only a handful of female members at Pine Valley) signed on to exclusively wear LOHLA SPORT in all her golf activities, and other LPGA stars sport the brand. Moreover, the company’s Junior Ambassador program is outfitting pre-teens who exhibit extraordinary golf skills, academic achievements and community service.
Back to the clothes. Top-selling staples are LOHLA SPORT’s stretchy The Golf Fitness Pull-On Pant and The Very Pant. The latter is inspired by the J. Peterman character – played by John O’Hurley, Lisa’s husband – on the TV hit “Seinfeld” whose famous line is “The Very Pant I’ve been searching for all my life.”
“Our Winter Wonderlands collection is selling extremely well into shops nationwide,” says O’Hurley. Lake Tahoe, Vail, Park City, Stowe and Aspen capsules are named after famous, fours-seasons destinations. New Jersey merchandisers head the class as lovers of Winter Wonderlands and LOHLA SPORT at large.
So, what are O’Hurley’s favorite courses in America’s third state – Baltusrol, Plainfield and Liberty National?
“They’re all outstanding,” she says in a Switzerland-like tone. If you think that’s a cop out, think again. Starting your own brand is hardly easy, but LOHLA SPORT’s market penetration and darling status personify “O’Hurley’s fashion sense, institutional knowledge and tight connections.