Chervò has acquired a 95 percent stake in Chervò USA, a sign of the new focus of the Italian golf and sportswear brand on the largest consumer market in the world. The U.S. is also the world's largest golf country, with more than 20 million players. The remaining 5 percent of Chervò USA is still held by two local investors. The move is meant to meet the growing interest in the U.S. in premium European brands from an increasing number of fashion-conscious and active consumers. Chervò USA will be managed by Layne Dempsey, vice-president of sales and operations and managing partner, who worked in a similar capacity under the former ownership. Chervò was founded in 1982 by Manfred Erlacher, the current chief executive, and his brother Peter. Its products are sold in more than 1,000 stores including around 40 Chervò shops, as well as concession shops in department stores and golf chains.

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