St Andrews Links (SAL) has selected The Point.1888 as its brand extension partner.

“With The Point.1888, St Andrews Links knew they were getting an agency with an unconventional approach who really understands their unique high-end brand and knows how to find the best opportunities at retail,” says Hannah Stevens, retail and sports head, The Point.1888. “We’re really excited about the collaborations that we can work on together. St Andrews Links creates such an opportunity with the popularity of golf skyrocketing amongst younger demographics, but also because we pride ourselves on working with brands with purpose. The Links’ values mean they take real pride in being active and supporting members in the community, for instance their fantastic junior golf program, which gives free golf to children in the town.”

SAL aims to explore fashion apparel, homeware, stationery, personal care, toys and games, as well as alcoholic beverages and confectionary.

"We have more than 600 years of history and our brand reflects golf’s values of integrity, collaboration and the pursuit of excellence,” says Danny Campbell, commercial director, St Andrews Links. “We had to make sure that the agency we chose shared those values and could match our ambition with their ideas, creativity, experience and passion. I know we’re in very good hands."