Straight Down Invests Ahead of Growth with Centric PLM

Third-generation golf apparel brand builds a connected product foundation after two years of 30% year-over-year growth

CAMPBELL, Calif., October 13, 2026—Centric Software® is pleased to announce that Straight Down has selected Centric PLM™ to drive product development efficiency and enhance visibility. Centric Software delivers innovative, integrated, end-to-end AI-powered enterprise solutions to take products from concept to commercialization. Fashion, luxury, footwear, outdoor, home, cosmetics & personal care, as well as multi-category retail teams plan, design, develop, source, comply, buy, make, price, allocate, assort, sell and replenish products to achieve strategic and operational digital transformation goals.

Founded in 1989 by Mike Rowley, Straight Down is a family-owned golf and lifestyle apparel brand headquartered in San Luis Obispo, California. Beginning with selling T-shirts, Straight Down has grown into a full-range golf apparel business with a West Coast spirit. The company serves golf course pro shops, country clubs, resorts and corporate accounts, providing bespoke embroidery for wholesale partners and sells direct to consumers through its e-commerce website. With a global supply chain spanning the U.S., Central and South America and Asia, Straight Down continues to expand its reach while remaining privately owned and family operated.

Straight Down’s rapid growth of 30% year over year for the past two years prompted the company to invest ahead of its next stage of expansion. Tech packs and other critical product data currently live across multiple spreadsheets, making alignment increasingly difficult as product development activity grows. Rather than wait for existing processes to become a barrier, Straight Down sought a scalable platform that would establish reliable product data and evolve with the business. “The business is extraordinarily healthy and growing, we want to make sure that whatever tool we're implementing today, we can use 10 years from today. So that's really what led us to believe that Centric would be the best partner for us,” says Beth Goolsby, COO of Straight Down.

Centric’s proven track record in golf apparel played an important role in Straight Down’s decision. After evaluating multiple PLM solutions, Straight Down selected Centric Software for its industry expertise, scalability and straightforward implementation. “Knowing how many different golf apparel brands Centric was already partnered with provided a lot of credibility,” explains Goolsby.

Once implemented, Centric PLM will bring tech packs and critical product information into one connected platform, creating a single source of truth for design and production. Straight Down expects to reduce reliance on spreadsheets and manual updates, strengthen cross-functional visibility and keep product decisions aligned as volumes and teams grow. Integration with the company’s existing business systems will extend that reliable data foundation across operations, giving Straight Down the structure to scale without adding unnecessary process complexity.

That long-term confidence has carried into implementation. The Centric team’s collaborative approach and attention to detail have generated enthusiasm across Straight Down as the company prepares to go live. “I’ve had a great experience with the entire Centric team, they are very thorough, thoughtful and very kind,” says Goolsby. “Our team is happy and excited to get things rolling. Centric is the ideal partner.”

“Straight Down is making a strategic investment ahead of growth, putting the digital foundation in place before complexity slows the business,” says Fabrice Canonge, CEO of Centric Software. “Centric PLM will connect product data and teams so Straight Down can scale with greater visibility, agility and control while preserving the family-owned spirit at the heart of its brand.”

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