It has been humbling to see the results of those efforts over the past few months." "As a self-funded business that plows every available dollar back into new products and additional inventory, I didn't have the luxury of spending money on advertising," Rowland said of his approach to building his customer base. "Getting the bags into the hands of the right people who believed in what I was doing and were willing to vouch for me in their foursomes was all that I could hope for. The vast majority of promotion happens via social media, anchored by Shapland's Instagram account. Aside from a few limited accounts with private clubs, Rowland sells his bags through his austere but well-laid-out website. Shapland is one several ascendant direct-to-consumer golf bag brands. The Sunday Bags are currently sold out as well, with new production runs coming in May. It took 18 months to sell the first production run of Shapland's Stand Bags, but only five to sell the second. One might think Rowland would struggle to sell his wares at a higher price than his competitors, especially with less name-recognition on which to trade, but it's not true. Leather and brass accents add both style and a gesture toward longevity to Shapland's golf bags. I paid $355 for my Stand Bag 2.0 - a Christmas gift to myself - and the Sunday Bag sells for $275. The build quality and clean look justify a premium price. There's no flashy branding, only the option to add Shapland's attractive shield logo or a monogram. Subtlety is the overwhelming aesthetic of both Shapland's Stand Bags, as well as their even more stripped-down Sunday Bags. One subtle touch: a row of red stitching on one of the bag's two straps serves to remind a golfer or caddie that that is the strap to put over the right shoulder. Rowland makes the bags distinctly his own through the use of premium materials, including durable water-resistant nylon and leather and brass accents. PING's iconic L8 stand bag, long favored by college teams for its simple silhouette and comfortable carrying posture, has served as the inspiration for Shapland's Stand Bag 1.0 and 2.0 production runs. On Shapland's website is a video of a 14-year-old Henry gushing over the receipt of a new PING golf bag as a birthday gift. He left a career in engineering to start his own brand of golf bags, Shapland Golf, in his native Chicago in 2015. Henry Rowland cares a lot about golf bags.
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