Liverpool sportswear brand Montirex launches its first-ever golf collection to coincide with the Open Championship taking place at Royal Birkdale. Tony McDonough reports
Liverpool sportswear brand Montirex has launched its debut golf collection to coincide with 300,000 golf fans descending on Merseyside for the Open Championship at Royal Birkdale.
Founded in 2019 by best friends Daniel Yuen and Kieran Riddell-Austin, Montirex products are now in demand across the world. In 2023 it secured permanent concessions in high street retailers JD Sports and Footasylum.
In June 2025 LBN revealed the firm, based in Speke, had seen annual sales double to £72.3m and pre-tax profits soaring to £19.6m from £7.9m in 2023. It meant Daniel and Kieran shared a bumper dividend payout of £2.6m.
This latest launch has been celebrated with a special event this weekend at Liverpool ONE, where customers will receive a complimentary gift with every Montirex purchase.
Golf is evolving, and so are the people who play it,” said Danny Yuen. “This collection is about creating something that feels relevant to a new generation, something that reflects their style, their culture and how they engage with the sport today.”
Daniel has told the Liverpool Echo previously that he wants Montirex to become “one of the biggest sports brands in the world” competing with global giants such as Nike and Under Armour.
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In the interview, he said: “Before Montirex, I was an engineer and Kieran used to work in IT, but we’ve been best mates since we were about 10. We always knew we wanted to do something more and we didn’t always want to do the nine to fives.
He added: “We started off with three t-shirts – it was quite slow at first – and then we carried on restocking.”
In autumn 2024, Montirex opened its first physical pop-up store, occupying a 3,000 sq ft space on the lower level of South John Street in Liverpool ONE.