Having successfully designed and supplied golf apparel for all the leading golf clubs around the world, Fenix XCell like many companies overnight saw their business come to a halt due to the pandemic. Pro shops were closed, distributors were shut, large orders were cancelled and the golf industry was in hibernation.

Bangkok based Fenix XCell were forced to close their office and staff were sent home. That was back in March and Thailand has since successfully managed to beat the Coronavirus curve.

Meanwhile, Fenix XCell’s CEO Mike Moir had a warehouse full of stock and no orders in the pipeline. Having realized that the world needed face masks. He turned his factories overnight into producing masks for Thailand at first, then overseas.

Orders soon started to come in from his contacts in the golf industry, who now required all staff to wear masks at the course and in the clubhouse. Word got around and soon they were also exporting to many countries.

Companies also wanted their logos printed for brand awareness, and now they have just launched a range featuring international flags from Thailand to Australia and England to Ireland.

Uniforms to the Rescue
At the same time, a local golf club GM was chatting to Moir and explained how hard it was sourcing reliable suppliers to make their staff uniforms.

From that chat started a new venture for Fenix XCell making bespoke uniforms. “In the past, we had made a name for ourselves supplying custom products, such as polo shirts, trousers, golf bags even umbrellas for major corporations and for the European and Asian Tours”, explained, Moir. “It was therefore not too difficult for our designers and manufacturers to also create custom uniforms with unique fabrics and patterns as well. However, instead of shirts, we were covering everything from chic dresses for their pro shop staff to durable outfits for the caddies.”

This side of the business is set to increase, as the company is also getting enquiries from large corporations and from the hospitality industry as well. Moir added, “Although many hotels in Thailand are currently closed, eventually international travellers will return, and they will need to recruit new staff. Of course, then they will need new uniforms, and our team will be ready to produce outfits quickly.”

Fenix XCell will still focus on their core business supplying the golf industry, however now they predict over 50% of future income will come from their Custom Uniforms and Face Mask operations.

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Due to a change in strategy, we have decided to stop online sales for the time being.

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