Biemlfdlkk is a mouthful. It is not exactly clear how to enunciate the eight-consonant jumble in the Chinese golf-apparel brand’s English name. It is even hard to write. But the company is expanding overseas, recently acquiring two foreign brands. This was probably a factor that led it to ditching the odd string of letters it had operated under for 21 years. This year it is swapping the old name for one that is a bit more intelligible: Biemlofen.
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