In this episode of The Fairway to Retail Success, Justine Cook is joined by Kevin Liddle, Head of Retail at St Andrews Links, to explore what it takes to lead retail at one of the most iconic destinations in golf. From serving a truly global customer base to curating assortments that reflect both tradition and innovation, Kevin shares insights into the unique balance of storytelling, exclusivity, and accessibility that defines the St Andrews retail experience. The conversation also touches on sustainability, team training, and how to deliver exceptional service to guests experiencing a once-in-a-lifetime visit. Listeners will walk away with valuable perspective on destination retail, brand stewardship, and practical advice for building a career at the intersection of merchandising and hospitality.