The Capital Golf Shop on London's Oxford Street has been transformed

The Capital Golf Shop - in the heart of London's famous Oxford Street - has been transformed after a massive refit, with one of the world's finest simulators being installed to allow golfers the opportunity to work on their game away from the hustle of the city outside. It can now claim to be arguably the finest golf store in London.

Until now it has also been famous as the shop to which the iconic ‘Golf Sale’ signs – part of the landscape of the West End – but now it also carries the proud boast that it stocks all of the finest brands in the game.

That means equipment including Taylor Made, Titleist, Callaway and Ping – all of which can be tested and custom-fit under the expert eye of a PGA professional in the simulator, not to mention the most expensive clubs in the world, made by Japanese firm Honma. Also customers will find a superb range of clothing from brands such as Galvin Green, Wolsey, Ralph Lauren and J Lindeberg.

Featured Content

The family-run store offers a superb personal service with a distinct ‘quality over quantity’ approach. Managing Director Garo Avakian says: “Our aim is to be the best golf shop in the whole city. With the quality of the stock we offer, and the technology and expertise we have in the store, we hope to become a must-visit for any golfer who is in central London. Customers can get away from the hustle and bustle of Oxford Street and browse our huge range of equipment, clothing, shoes and accessories – and have a hit on the simulator. It’s a great way to spend a lunch break!”

The state of the art Foresights Sport GC2 simulator with HMT (head measurement technology) is among the finest of its kind in the world and is identical to those used by many star professionals – including current Masters and US Open champion Jordan Spieth - in their own homes.

Previous customers to Capital Golf over the years have included many celebrities and sport stars – and even President Clinton – and the new store is certain to be a hit with clientele too.

Capital Golf also previously had a smaller store in Maddox Street, just off Regent Street, but that will close as all efforts are focused on the bigger Oxford Street premises. The company is also set to start retailing online later in the year. Mr Avakian added: “The time is right to develop our business. We have done very well over the last 20 years but now we think we can take things further. We want to offer an absolutely top-quality experience to anyone who comes into the shop. We want to have a pro shop feel, right in the heart of London.”

The iconic ‘Golf Sale’ signs, which featured in many TV shows and even in a piece of art by Banksy, have been a fixture around Oxford Street and Regent Street for more than 20 years. The signs won’t disappear altogether either – but from now on they will bear the words Capital Golf instead.