Founded 30 years ago by Swedish golf enthusiast Sven-Olof Karlsson, Abacus Sportswear set out to create stylish, practical clothing that excels in all weather conditions. Today, the collection is celebrated for golf apparel that is lightweight, stretchy, breathable, and waterproof — delivering outstanding comfort and performance on the course.
Building on its legacy, Abacus has partnered with the European Solheim Cup team for the past six matches and is currently a Ryder Cup licensee, while earlier this year it became the official rainwear supplier for The PGA’s National Tournaments.
In this exclusive interview, GBN talks to Sven-Olof about the importance of commercial partnerships in helping to grow brand recognition, and what makes Abacus products stand out from the competition in the increasingly competitive golf apparel market.
GBN: Abacus became a PGA Partner earlier this year. How did that come about and what are the benefits to the brand?
Sven-Olof Karlsson: The partnership between Abacus and The PGA began when the company supplied waterproof jackets for PGA tournament referees — a natural fit that quickly grew into a broader collaboration built on shared values. With The PGA seeking a Tournament Partner to help drive long-term sustainability for its tournaments while elevating the experience for its Members, Abacus saw the perfect opportunity to align with one of the game’s most respected organisations.
This partnership reflects the growth our brand has achieved over the past five years and underpins our strategy to build a strong distribution network across the UK and Ireland. Just as importantly, it gives us the platform to connect directly with PGA Members through the PGA’s extensive communication channels — a vital step in sharing our story and strengthening our presence in the market.
What products are you highlighting with the partnership?
At the heart of the partnership are Abacus’s standout products, which have earned a reputation for combining advanced technology with golfer-focused design. Leading the way is the award-winning Pitch waterproof jacket and trousers, featuring innovative 37.5 Technology that helps regulate body temperature for ultimate comfort in all conditions. Equally popular is the Bounce range, which has become a go-to for golfers seeking versatile weather protection. The collection includes a waterproof jacket and over trousers, along with a hoodie, shorts, and rainproof pants — all designed to perform seamlessly on and off the course.
Why should a retailer stock Abacus?
Abacus not only delivers premium performance products but also provides strong commercial value for its retail partners. The company offers excellent margins, first-class customer service and support, and an innovative approach to selling waterproofs that has proven highly successful. Through its ‘Good, Better, Best’ framework and the unique ‘School of Rain’ concept, Abacus helps both retailers and golfers make informed choices about the waterproofs best suited to their needs, ensuring the right product reaches the right customer every time.
What does the future hold for Abacus in the waterproof market?
The aim moving forward is to continue pursuing groundbreaking technologies that can be seamlessly integrated into Abacus rainwear collections — always with a close eye on the environmental impact, production costs, and affordability for the consumer. Across the range, Abacus price points consistently receive outstanding feedback, and maintaining that momentum remains a priority. Abacus has built its reputation by combining cutting-edge technology with style and performance and that commitment will continue to drive the brand into the future.
As a Swedish brand, doing business in the UK has Brexit presented any issues?
With an established UK business and banking infrastructure already in place prior to Brexit, the transition presented minimal disruption for Abacus. The company continues to ship directly from Sweden into the UK, with no negative impact on timescales, volumes, or costs. This efficient and reliable supply chain ensures that partners and customers receive consistent service and product availability.
What are the main challenges facing the brand?
The main challenges facing the brand include the need for continuous product evolution, ensuring the integration of the best-performing technologies, and delivering them at the right price point to remain competitive in a market.
What steps is Abacus taking to reduce its impact on the environment?
At Abacus, we acknowledge the scale of our operations and the potential impact they may have on the environment. Accordingly, we maintain rigorous oversight of the materials and processes employed in the production of our products and require our suppliers to adhere to the same standards. We implement comprehensive recycling practices wherever possible.
For example, cardboard received from suppliers is either reused within our operations or directed to recycling. In addition, a proportion of our product range incorporates recycled materials, such as polyester which is used in making polo shirts.
To minimize the environmental footprint of our distribution, consumer orders are dispatched in paper bags designed for reuse in product returns or for recycling. In addition, we have selected a logistics partner with a demonstrated commitment to reducing transport-related emissions.
Environmental responsibility is a central component of our business practices, and we continue to evaluate and refine our processes to ensure alignment with sustainable development principles.
What geographical markets is Abacus operating in?
Abacus works with some of the most well-connected distributors in the golf industry, ensuring retail representation in the majority of golfing markets worldwide. Performance in these regions remains strong despite the wide variety of market and global financial pressures we experience day to day, and our business in the United States continues to grow steadily. We will be exhibiting again at the PGA Show in January, where we will showcase the 2026 collection to PGA Professionals and retailers across the US.
In the UK, Abacus products are available through a number of off-course outlets. Our strategic focus, however, is to expand our on-course presence in collaboration with PGA Professionals. Our relationship with the PGA is being instrumental in this effort, already delivering positive results by increasing brand visibility, enabling professionals to experience our products firsthand, and encouraging wider adoption across pro shops.
Former Ladies European Tour player and Solheim Cup captain Catriona Matthew is an Abacus brand ambassador
In addition to your commercial partnerships are you working with any Tour players or other brand ambassadors?
Unlike some brands, Abacus does not focus primarily on sponsoring players on the major tours. Instead, we have developed a strong network of brand ambassadors who embody our values and represent the brand across different markets. Notable ambassadors include Hans Larsson (Swedish coach), Simon Forsström, and for the women’s game, Catriona Matthew (Scotland), Luna Sobrón (Spain), and Brittany Lincicome (United States).
In addition, Abacus is proud to support a number of emerging talents from across Europe, including Alice Götbring (Sweden), Charlie Linh (Sweden) and Cecilie Finne-Ipsen (Denmark)
This balanced approach enables us to connect with both established professionals and promising young players, strengthening Abacus’ presence within the global golfing community.
To check out the latest Abacus collections, visit abacussportswear.com
